Between Rebranding the Nation and the Contingencies of Being a Successful Tourist Destination. The Case of Spain

Humlebæk, C. (Lecturer)

Activity: Talk or presentationLecture and oral contribution

Description

Spain has traditionally been portrayed as a case of successful rebranding of the nation basically through becoming a modern, developed, and democratic country through the 1980s, but the question is whether that was really first and foremost aimed at foreigners or whether the Spaniards modernized their country because they wanted it that way themselves. The success story, however, does not reach all realms. Because while Spain effectively has become one of the world’s most popular tourist destinations, the ‘made-in’ brand is not really a success . While different interests in Spain, particularly the government and most firms, aim at increasing the brand value of Spain and diversifying the goals of the hoards of tourists, they find themselves struggling against other interests which are not particularly concerned with this diversification of the tourism. In fact, being a successful tourist destination may actually work against being able to control the flow of branding that any foreigner is likely to receive and perceive about that particular destination.
Period19 Oct 2018
Event titleCross-national Seminar: Branding Nations, Products, and Sensory Experiences: How is it all Perceived by Customers and Tourists?
Event typeSeminar
LocationLimassol, Cyprus