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“Step into the Real Texas”: Associating and claiming state narrative in advertising and tourism brochures

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  • Avraham, Eli
  • Daugherty, Daniel

Abstract

Texas is one of the most popular states for tourists. Using quantitative and primarily qualitative methods, we analyzed how marketers of small cities and towns associate their place to four central components of the Texas state narrative – the flag, official and unofficial symbols, territory, and social–historical mythology – in advertising and tourism brochures in the years 2008–2010. We discovered that in parallel to the overuse of the “associating to well-known brand/narrative” strategy, marketers also invest efforts toward claiming the narrative. Thus our second goal was to discover which techniques were used in order to claim the state narrative. Using the state of Texas as an example may provide a test case for typology, associating and claiming state narratives in promotional materials.

Suggested Citation

  • Avraham, Eli & Daugherty, Daniel, 2012. "“Step into the Real Texas”: Associating and claiming state narrative in advertising and tourism brochures," Tourism Management, Elsevier, vol. 33(6), pages 1385-1397.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:6:p:1385-1397
    DOI: 10.1016/j.tourman.2011.12.022
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    References listed on IDEAS

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    1. Kevin Fox Gotham, 2002. "Marketing Mardi Gras: Commodification, Spectacle and the Political Economy of Tourism in New Orleans," Urban Studies, Urban Studies Journal Limited, vol. 39(10), pages 1735-1756, September.
    2. Penaloza, Lisa, 2001. "Consuming the American West: Animating Cultural Meaning and Memory at a Stock Show and Rodeo," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(3), pages 369-398, December.
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    Cited by:

    1. Brito, Pedro Quelhas & Pratas, Joaquim, 2015. "Tourism brochures: Linking message strategies, tactics and brand destination attributes," Tourism Management, Elsevier, vol. 48(C), pages 123-138.

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