CULTURAL AND EXPERIENTIAL COMMUNICATION OF A BRAND: CASE OF RUTAS COMUNERAS IN SPAIN

According to Pérez (2021), to publicize a tourism product, not only must communication be used, but it must also be used strategically to position itself in the tourism market and, especially, in the mind of the public. Communication strategies involve decisions regarding the use of the communicatio...

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Bibliographic Details
Published in:SEECI 2000 2022-01, Vol.55, p.183-208
Main Authors: Lazo, Ménica Matellanes, Otero, Berta María García
Format: Article
Language:English
Subjects:
Advertising
Audiences
Brochures
Communication
Culture
Discourse strategies
International organizations
Marketing
Tourism
Tourist attractions
Online Access:Get full text
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Summary:According to Pérez (2021), to publicize a tourism product, not only must communication be used, but it must also be used strategically to position itself in the tourism market and, especially, in the mind of the public. Communication strategies involve decisions regarding the use of the communication or promotional mix instruments available to the organization, as well as the determination of the target population, messages, and media to be used (Royo, 2020). [...]communication has an important role as a means of channeling information. Several concepts from the world of marketing and communication should be previously highlighted to establish an appropriate framework for understanding the brands of historical and tourist territories. 1.2. According to Throsby (2018), one of the aspects to highlight in cultural products is precisely their own cultural value, which goes beyond strictly economic value and has the following qualities:
ISSN:1575-9628
1576-3420
DOI:10.15198/seeci.2022.55.e788