文章基本信息

标题：The evolution of the image of spain as a tourist destination
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作者：Marta Plumed Lasarte
期刊名称：European Journal of Tourism, Hospitality and Recreation
印刷版ISSN：1647-9254
出版年度：2012
卷号：3
期号：Special Issue
页码：215-233
出版社：Instituto Politécnico de Leiria
摘要：From the central government, the institutional promotion of tourism has played an important role in the development of tourism in Spain and undoubtedly has contributed to the achievement of the leader position that Spain has as a tourist destination. This institutional promotion had an early beginning and a strong growth with the creation of an entity which will become the current “Instituto de Turismo Español”, as we will see in the full paper. Since its inception, the institutional promotion has adapted to the successive tourist market’s needs without changing abruptly or running risks. All this development has been based on the professionalization of the Spanish promotion, thanks to a strong team of experts both within government and outside it, with companies specialized in advertising and marketing. The “Instituto de Turismo Español” has always been clear about the importance of tourism both socially and economically, not to mention the increasing competitiveness of the tourist market, where Spain has always had a privileged role. Throughout this paper we analyze all the actions and promotional campaigns developed in Spain, examining through examples its promotional strategy, whose aim has always been the conveying of a good image of Spain as a tourist destination.