WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING
This paper aims to explore the role that the Spanish central government seems to have historically played on the conformation of national stereotypes and clichés through the campaigns launched to promote the country as a holiday destination abroad. With this objective in mind, a qualitative analysi...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Universidad de Murcia
2021-05-01
|
| Series: | Cuadernos de Turismo |
| Subjects: | |
| Online Access: | https://revistas.um.es/turismo/article/view/474071 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This paper aims to explore the role that the Spanish central government seems to have historically played on the conformation of national stereotypes and clichés through the campaigns launched to promote the country as a holiday destination abroad. With this objective in mind, a qualitative analysis on the use of images associating the country and its people(s) with different forms of exoticism has been carried out. Special attention has been payed to representations of the country through soft power factors such as sun, beaches, arts or gastronomy and Spaniards through traditionalism and, more recently, through celebrities.
|
|---|---|
| ISSN: | 1139-7861 1989-4635 |