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Tourism Advertising in Times of Crisis: The Case of Spain and COVID-19

Author

Listed:
  • Davinia Martín-Critikián

    (Department of Audiovisual Communication and Advertising, Faculty of Humanities and Communication Sciences, 28040 Madrid, Spain)

  • José Rodríguez-Terceño

    (Department of Marketing, ESERP Business & Law School, 28016 Madrid, Spain)

  • Juan Enrique Gonzálvez-Vallés

    (Department of Theories and Analysis of Communication, Faculty of Information Sciences, Complutense University of Madrid, 28040 Madrid, Spain)

  • Mónica Viñarás-Abad

    (Department of Applied Communication Sciences, Faculty of Information Sciences, Complutense University of Madrid, 28040 Madrid, Spain)

Abstract

The paralysis of tourist activity during the closure caused by the COVID-19 pandemic makes the communicative management of the crisis essential, especially for a country as reliant on tourism as Spain. The purpose of this research is to understand the values on which the communicative campaigns disseminated during and at the end of the “state of alarm” are built by applying an analysis based on those proposed by several authors focused on brand aspects, transmitters, persuasive and communicative elements, coherence, communicative objectives, and messages. The results show the existence of a national dialogue from the local and regional to the state level that aims to reinforce the image of the country and its main tourist demands while seeking to raise awareness (promise of consumption), through a message of hope, recovery, health, but also of enjoying the life associated with the tourist pleasures that Spain offers.

Suggested Citation

  • Davinia Martín-Critikián & José Rodríguez-Terceño & Juan Enrique Gonzálvez-Vallés & Mónica Viñarás-Abad, 2021. "Tourism Advertising in Times of Crisis: The Case of Spain and COVID-19," Administrative Sciences, MDPI, vol. 11(3), pages 1-15, September.
    • Handle: RePEc:gam:jadmsc:v:11:y:2021:i:3:p:101-:d:634675
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    References listed on IDEAS

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    4. Tsai, Chung-Hung & Chen, Cheng-Wu, 2011. "The establishment of a rapid natural disaster risk assessment model for the tourism industry," Tourism Management, Elsevier, vol. 32(1), pages 158-171.
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