When national stereotypes become a brand: the case of Spain's destination branding

Antonio Terron Barroso, Miriam Soriano Procas

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    Abstract

    This paper aims to explore the role that the Spanish central government seems to have historically played on the conformation of national stereotypes and clichés through the cam-paigns launched to promote the country as a holiday destination abroad. With this objective in mind, a qualitative analysis on the use of images associating the country and its people (s) with different forms of exoticism has been carried out. Special attention has been paid to representations of the country through soft power factors such as sun, beaches, arts or gastro-nomy and Spaniards through traditionalism and, more recently, through celebrities.
    Original languageEnglish
    Pages (from-to)179-202
    Number of pages24
    JournalCuadernos de Turismo
    Issue number47
    DOIs
    Publication statusPublished - 28 May 2021

    Keywords

    • nation brand
    • Spain brand
    • Spanish national stereotypes
    • Spanish soft power
    • celebrity diplomacy

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