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!
|
| _version_ | 1850058481315348480 |
|---|---|
| author | Miriam Soriano Procas Antonio Terrón Barroso |
| author_facet | Miriam Soriano Procas Antonio Terrón Barroso |
| author_sort | Miriam Soriano Procas |
| collection | DOAJ |
| description |
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.
|
| format | Article |
| id | doaj-art-a248e302616a4d51b56a3cd9082d49a9 |
| institution | DOAJ |
| issn | 1139-7861 1989-4635 |
| language | English |
| publishDate | 2021-05-01 |
| publisher | Universidad de Murcia |
| record_format | Article |
| series | Cuadernos de Turismo |
| spelling | doaj-art-a248e302616a4d51b56a3cd9082d49a92025-08-20T02:51:07ZengUniversidad de MurciaCuadernos de Turismo1139-78611989-46352021-05-014710.6018/turismo.474071WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETINGMiriam Soriano Procashttps://orcid.org/0000-0001-9962-8663Antonio Terrón Barrosohttps://orcid.org/0000-0002-6456-1742 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. https://revistas.um.es/turismo/article/view/474071nation brandSpain brandSpanish national stereotypesSpanish soft powercelebrity diplomacy |
| spellingShingle | Miriam Soriano Procas Antonio Terrón Barroso WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING Cuadernos de Turismo nation brand Spain brand Spanish national stereotypes Spanish soft power celebrity diplomacy |
| title | WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING |
| title_full | WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING |
| title_fullStr | WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING |
| title_full_unstemmed | WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING |
| title_short | WHEN NATIONAL STEREOTYPES BECOME A BRAND: THE CASE OF SPAIN’S DESTINATION MARKETING |
| title_sort | when national stereotypes become a brand the case of spain s destination marketing |
| topic | nation brand Spain brand Spanish national stereotypes Spanish soft power celebrity diplomacy |
| url | https://revistas.um.es/turismo/article/view/474071 |
| work_keys_str_mv | AT miriamsorianoprocas whennationalstereotypesbecomeabrandthecaseofspainsdestinationmarketing AT antonioterronbarroso whennationalstereotypesbecomeabrandthecaseofspainsdestinationmarketing |