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- Title
WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING.
- Authors
Soriano Procas, Miriam; Terrón Barroso, Antonio
- Abstract
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 paid 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.
- Subjects
SPAIN; PLACE marketing; STEREOTYPES; IMAGE analysis; SOFT power (Social sciences); FEDERAL government; BRAND name products
- Publication
Cuadernos de Turismo, 2021, Issue 47, p179
- ISSN
1139-7861
- Publication type
Article
- DOI
10.6018/turismo.474071