Where is the humour in tourism promotion? An investigation of the “Spain Marks” campaign

Porres-Guerrero, Miriam; Robles, Concepción Foronda

doi:10.7592/ejhr2019.7.3.porres

Cited by 6 publications

(8 citation statements)

References 56 publications

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“…Similarly to storytelling, humor too has been recognised for a long time as an effective means to gain audiences' attention in advertising [69]. Porres-Guerrero and Foronda-Robles [70] claim that the use of humor in tourism marketing is a strategy to promote commitment, loyalty and the uniqueness of the destination. Humor is thought to have a more significant impact on product advertising because it is easier to assess these as experiences [71].…”

Section: Elaboration: Tell Me a (Funny) Storymentioning

confidence: 99%

“…Advertisements by themselves are often considered as an annoying disturbance and they are better accepted if they make the viewer or listener smile [7]. Porres-Guerrero and Foronda-Robles [70] claim that the use of humor in tourism marketing is a strategy to promote commitment, loyalty and the uniqueness of the destination. However, we cannot claim that humor will always be successful or that this will be the only way to connect a brand with the viewer.…”

Section: Elaboration: Tell Me a (Funny) Storymentioning

confidence: 99%

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Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Alegro

Turnšek

2020

Sustainability

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Social networks have become an important supplement to traditional forms of marketing channels for destination branding. YouTube is believed to be one of the most influential social media and video sharing platforms. Its visual character, informal setting and address of the youth segment would expectedly mean a high level of creativity in the process of destination branding. By means of qualitative analysis of what are considered to be the best videos as self-selected by the European destination management organizations (DMOs), we wished to ascertain how creative these best case examples really were. The results show that the videos are extremely similar, with the most common type a “collage” of only loosely connected visuals with rare elements of storytelling or humor as the most typical creative approaches. While following the desire to show the diversity of a destination, the destination branding videos paradoxically become a collection of similar visual images and thus fail to contribute to the differentiation of the destination brand. The results show that future advice to practitioners of destination marketing for YouTube is to go beyond the typical “collage” genre of a destination marketing video and focus more on storytelling, humor and especially the most difficult step in the destination branding: strategically focusing on the smaller number of specifics that differentiate a destination rather than on the multitude of the highly diverse experiences.

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Section: Elaboration: Tell Me a (Funny) Storymentioning

confidence: 99%

Section: Elaboration: Tell Me a (Funny) Storymentioning

confidence: 99%

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Alegro

Turnšek

2020

Sustainability

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“…With this claim, a less commercial approach was adopted, launching a more active, lively and modern image, with Spain thus being seen as a destination providing visitors with new experiences and different emotions. A great leap was made in establishing the global image of Spain and its development as a brand (Porres-Guerrero and Foronda-Robles, 2019). It was a time when photographs were used for promotion, leaving behind illustration and painting.…”

Section: The Role Of Marketing In the Industrymentioning

confidence: 99%

“…In 1998 began what would be the last campaign of the 20th century, “Bravo Spain” (1998–2001). According to Porres-Guerrero and Foronda-Robles (2019), the slogan seemed to be aimed at celebrating Spain as a tourist destination that offered some of the best tourism experiences in the world. It was a catchy slogan that was easy to remember.…”

Section: The Role Of Marketing In the Industrymentioning

confidence: 99%

Spain is different! An analysis of the promotion strategies in the tourism industry in Spain

Blázquez-Resino,

Martínez-Ruiz,

Muro Rodríguez

2023

JHRM

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Purpose Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century. Design/methodology/approach The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century. Findings The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0. Social implications This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability. Originality/value The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

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“…A number of authors have examined the role of humour in tourism interpretation (Pabel and Pearce, 2019); tourist experiences (Pabel and Pearce, 2016) and tourism promotion (Porres-Guerrero and Foronda-Robles, 2019). These studies are based on positive psychology and emphasise fun and happiness from tourism (Filep and Laing, 2019) that improve tourists’ well-being (Vada et al , 2020).…”

Section: Coping With a Crisismentioning

confidence: 99%

Humour: coping with travel bans during the COVID-19 pandemic

Lenggogeni

Ashton

Scott

2021

IJCTHR

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Purpose This study aims to extend the use of psychology in the field of tourism crisis and disaster management using coping theory. It examines how resident emotions change in the extended prodromal stage of the COVID-19 pandemic and how residents used humour to cope with stress from not being able to travel. Design/methodology/approach Early COVID-19 (March–April 2020) was characterised by negative media reports, lockdowns and travel restrictions but for Indonesia, no direct effects in terms of loss of life. This unusual context has led to phenomena not previously studied – humour as a coping strategy. This research consists of two studies: Study 1 used thematic analysis of interviews before and during the early lockdown period with a panel of 245 quarantined residents who had travelled in the prior two years. Study 2 followed up using a #hasthtag analysis of travel-related videos content posted on Instagram and TikTok. Findings The COVID-19 global pandemic is an unusual crisis which has resulted in high levels of stress and uncertainty. This study identified the unusual characteristics of the COVID-19 crises and changes of quarantined resident’s emotions during the pre-event and prodromal stages. In addition, this study found the use of humour as a coping mechanism during the lockdown period and the use of social media as the vehicle for humour. Research limitations/implications These findings may be generalisable only to a crises and disasters with an extended prodromal stage. Interestingly, climate change has some similar characteristics where warning signs are available, but the personal implications have not yet become apparent. Practical implications The emotions associated with crisis are dynamic and crisis managers may tailor communication to help deal with stress. Social implications This research provides an insight into how humorous content can be used to reduce negative emotions in the early stage of a stressful event associated with travel restrictions. This study may be suitable for use in integrated marketing communication in post-recovery messaging for the tourism industry and destination management organisation in the digital platform. Originality/value To the best of the authors’ knowledge, this study is the first to demonstrate “dark humour” during the early stages of COVID-19 and also the use of coping strategies to explain how humour can reduce stress.

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Where is the humour in tourism promotion? An investigation of the “Spain Marks” campaign

Cited by 6 publications

References 56 publications

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Striving to Be Different but Becoming the Same: Creativity and Destination Brands’ Promotional Videos

Spain is different! An analysis of the promotion strategies in the tourism industry in Spain

Humour: coping with travel bans during the COVID-19 pandemic

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