European Destination managers’ ambivalence towards the use of shocking advertising
Book chapter
Evans, A I, Adamo, G E and Czarnecka, B (2019). European Destination managers’ ambivalence towards the use of shocking advertising. in: Bigne, E and Rosengren, S (ed.) EAA Advances in Advertising Research Springer.
Authors | Evans, A I, Adamo, G E and Czarnecka, B |
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Editors | Bigne, E and Rosengren, S |
Abstract | This study compares destination managers reactions towards the use of shock advertising in the European tourism sectors and develops the knowledge of how shock advertising can be an effective tool in managing annoying tourists’ behaviours. Impactful communication has often been found to be effective in changing behaviour. Governments and other public bodies use communication, including advertising to educate the public, create awareness and change behaviours (GCS, 2014). The tourism industry is one of the sectors where various forms of advertising are important tools of communication. For example, a good way to reach tourists is to advertise in in-flight magazines, or to offer advertising at the hotel check-in at the destination, or as in-room literature. Some destinations use incentives alongside communication to influence tourist behaviour. For instance, tourists in Venice are fined for several annoying behaviours. The campaign, #EnjoyRespectVenezia utilized social media, website, posters around the town and flyers at important locations such as train stations to warn tourists of the impact of their irresponsible behaviour on the local community and environment. Tourists could be fined for littering, damaging the trees, benches or any other property in town, or for going shirtless (Buckley, 2017). Such campaigns may become more important as the number of tourists and the importance of tourism to local economies have been rising (WTO, 2018). |
Keywords | destination managers; destination image |
Year | 2019 |
Book title | EAA Advances in Advertising Research |
Publisher | Springer |
Edition | 1 |
Publication dates | |
06 Oct 2019 | |
Publication process dates | |
Deposited | 11 Feb 2019 |
Accepted | 07 Jan 2019 |
Digital Object Identifier (DOI) | https://doi.org/10.1007/978-3-658-24878-9_16 |
Web address (URL) | https://link.springer.com/chapter/10.1007/978-3-658-24878-9_16 |
Accepted author manuscript | License File Access Level Open |
https://openresearch.lsbu.ac.uk/item/86809
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