La construcción de la imagen de marca "Andalucía" como destino turístico a través de las campañas publicitarias "Smail you are in Andalucía" y "Andalucía te quiere"

  1. Martínez-Pastor, Esther 1
  2. Nicolás Ojeda, Miguel Angel 2
  1. 1 Universidad Rey Juan Carlos (Madrid)
  2. 2 Universidad Católica San Antonio
    info

    Universidad Católica San Antonio

    Murcia, España

    ROR https://ror.org/05b1rsv17

Journal:
Cuadernos de turismo

ISSN: 1139-7861

Year of publication: 2013

Issue: 32

Pages: 207-228

Type: Article

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More publications in: Cuadernos de turismo

Abstract

This paper analyzes the institutional advertising of Andalucía. The objective is to understand the meanings associated with the tourism brand of «Andalusia». The research technique used is «content analysis» and «sample» is three national and international advertising campaigns funded by the «Junta de Andalucía». Results show that brand «Andalucía» is associated, in all advertisements, with the meanings «sun and sand». However, there are meanings that are associated with «Andalucía» depending on «consumer representation» of each ad, such as «golf».

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