La imagen de la Marca España en las redes a través de su campaña “I need Spain”.

Valencia, Juan Manuel Corbacho; Santomé, Mónica Valderrama; Mirón, Silvia García

doi:10.5209/rev_hics.2014.v19.44980

Cited by 5 publications

(4 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Although the tourist experience is key to all campaigns, in particular, “I need Spain” was explicitly conceived as an “experiential brand” (Bernabéu and Rocamora, 2010; Mariottini, 2012; Corbacho et al , 2014). For this reason, to also reach markets with high tourist potential, such as India, in 2011, Turspain participated in the production of the film “Zindagi na milegi dobara” (You only live once), which narrated three Indian friends’ trip to Spain and how, on their tour of some of the most emblematic festivals and places in the country, they discover the essence of life.…”

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

View full text Add to dashboard Cite

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.

show abstract

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

View full text Add to dashboard Cite

show abstract

“…Exporting determines the image of products and services and the extent to which consumers proactively seek or avoid products from a country (Corbacho et al. , 2014).…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

“…This dimension measures the reputation of the population in relation to skills, training, friendliness, openness and the perceived level of discrimination and hostility (Corbacho et al. , 2014).…”

Section: Theoretical Background and Research Hypothesesmentioning

confidence: 99%

Analysis of the influence of reputation, identity and image on the country brand

Revilla‐Camacho

Rodríguez‐Rad

Garzón

et al. 2022

ARLA

View full text Add to dashboard Cite

PurposeThe main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.Design/methodology/approachThe proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.FindingsAccording to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.Originality/valueThe study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.

show abstract

“…Estos tres factores aportan a la creación de una marca ciudad visto desde el Hexágono de Anholt, que agrupa: presencia, lugar, potencial, pulso, personas y prerrequisitos (Cañas, & Gómez, 2014;Castro, Herrera, Martínez, Quisimalin & Pérez del Campo, 2018), elementos que evalúan los aspectos más sobresalientes de una ciudad en su contexto (Corbacho, Valderrama & García, 2014;Rodríguez & Quijano, 2017).…”

unclassified

Marca ciudad: naturaleza y alcance desde el hexágono de Anholt

Analuiza¹,

Villalba

2020

ecociencia

View full text Add to dashboard Cite

El turismo es uno de los sectores con mayor repunte a nivel mundial, y se ha convertido en un elemento clave para el desarrollo socio-económico de las ciudades, a pesar de la diversificación de la oferta turística, esta promueve oportunidades en los destinos pocos conocidos. Por ello, este estudio buscó determinar cuáles son los factores del “Hexágono de Anholt” más significativos, a tomar en cuenta para configurar la percepción que tienen los visitantes al momento de esquematizar la marca-Pelileo. Para ello, se eligió 340 visitantes mayores a 18 años, a quienes se les aplicó una encuesta cara a cara de 32 preguntas. Para finalmente, mostrar que la ciudad de Pelileo es atractiva por la actividad comercial que generan los negocios, además sus residentes crean una atmósfera agradable y sobre todo un ambiente seguro y pacífico, factores significativos que motivan a los visitantes a visitar la ciudad.

show abstract

La imagen de la Marca España en las redes a través de su campaña “I need Spain”.

Cited by 5 publications

References 0 publications

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

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

Analysis of the influence of reputation, identity and image on the country brand

Marca ciudad: naturaleza y alcance desde el hexágono de Anholt

Contact Info

Product

Resources

About