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La Gestión De Castilla Y León Como Destino Turístico A Través De Su Publicidad

Author

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  • ALONSO GONZÁLEZ, Carmen María

Abstract

La investigación de la gestión de Castilla y León como destino turístico a través de su publicidad permitió conocer qué imagen se intenta proyectar de esta región en tanto que destino turístico, como resultado de la acción acumulativa de sus campañas publicitarias; y de qué modo se está intentando construir dicha imagen. Para la obtención de estos resultados se diseñó un modelo de análisis a partir de la literatura científica del ámbito de la creatividad publicitaria y del márketing turístico, que fue aplicado a los anuncios objeto de estudio. This is a study of tourist marketing concerning the Spanish region of Castilla y Leon. The analysis is focused on the main features of the region that are projected through the advertisement and marketing campaigns, and the way of image building. The study is based on the design of a model of analysis of advertisement creativeness and marketing applied to the advertisements campaigns.

Suggested Citation

  • ALONSO GONZÁLEZ, Carmen María, 2008. "La Gestión De Castilla Y León Como Destino Turístico A Través De Su Publicidad," Regional and Sectoral Economic Studies, Euro-American Association of Economic Development, vol. 8(1), pages 115-128.
    • Handle: RePEc:eaa:eerese:v:8:y2008:i:8_7
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