Book chapter
BRANDING SPAIN'S TOURISM MIRACLE (1959-1979)
Bridging Tourism Theory and Practice
01 Jan 2009
Abstract
This chapter aims at casting some doubts on the idea that branding techniques can be easily adopted by destination management organizations. They lack many of the tools that have proved successful in marketing most goods and services. To shed some light on the issue, the chapter focuses on the imaging/branding policies of the Spanish National Tourism Organization between 1959 and 1979. If measured by the inflow of international tourists to the country, they should be deemed extremely well implemented. However, it is difficult to reach this conclusion. The study examines Spanish poster productionone of the most efficient promotional tools of the timeand draws some lessons on how it is possible to be successful in spite of their destination marketing organizations.
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Details
- Title
- BRANDING SPAIN'S TOURISM MIRACLE (1959-1979)
- Creators
- Julio Aramberri - Hoa Sen University
- Contributors
- L A Cai (Editor)W C Gartner (Editor)A M Munar (Editor)
- Publication Details
- Bridging Tourism Theory and Practice
- Series
- Bridging Tourism Theory and Practice
- Publisher
- Emerald Group Publishing; BINGLEY
- Number of pages
- 15
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- [Retired Faculty]
- Web of Science ID
- WOS:000276694200010
- Scopus ID
- 2-s2.0-84888323943
- Other Identifier
- 991019168544004721
InCites Highlights
Data related to this publication, from InCites Benchmarking & Analytics tool:
- Web of Science research areas
- Hospitality, Leisure, Sport & Tourism