Where is the humour in tourism promotion?
Where is the humour in tourism promotion?
An investigation of the “Spain Marks” campaign
Author(s): Miriam Porres-Guerrero, Concepción Foronda-RoblesSubject(s): Anthropology, Language and Literature Studies, Media studies, Theoretical Linguistics, Applied Linguistics, Communication studies, Pragmatics, Sociolinguistics, Descriptive linguistics, Cultural Anthropology / Ethnology, Theory of Communication, Tourism
Published by: Krakowskie Towarzystwo Popularyzowania Wiedzy o Komunikacji Językowej Tertium
Keywords: tourism; humour; experience; promotion; Spain Marks;irony;
Summary/Abstract: This paper discusses humour and tourism, with a focus on “Spain Marks”, an internationalcampaign used to promote Spain as a tourism destination. The importance of this relationshipsuggests that the use of humour in marketing works as an engagement and loyalty strategy, aswell as to portray the uniqueness of a destination. The “Spain Marks” campaign wasinnovative in its use of humour because it offered a fresh and contemporary image of Spain asa tourism destination. This campaign has been specially selected for its exceptional ironiccharacter. The study aims to understand the humour appreciation of this specificadvertisement using an online survey that was completed by 40 participants. The resultsindicate that the use of humour is a difficult task because what is perceived as fun, attractiveand ironic in any tourism campaign is highly subjective.
Journal: The European Journal of Humour Research
- Issue Year: 7/2019
- Issue No: 3
- Page Range: 46-62
- Page Count: 17
- Language: English
