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 production—one of the most efficient promotional tools of the time—and draws some lessons on how it is possible to be successful in spite of their destination marketing organizations.
Aramberri, J. (2009), "Chapter 10 BRANDING SPAIN'S TOURISM MIRACLE (1959–1979)", Cai, L.A., Gartner, W.C. and María Munar, A. (Ed.) Tourism Branding: Communities in Action (Bridging Tourism Theory and Practice, Vol. 1), Emerald Group Publishing Limited, Bingley, pp. 133-147. https://doi.org/10.1108/S2042-1443(2009)0000001012Download as .RIS
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