Tourism Advertising in Times of Crisis: The Case of Spain and COVID-19

Davinia Martín-Critikián, José Rodríguez-Terceño, Juan Enrique Gonzálvez-Vallés and Mónica Viñarás-Abad
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Davinia Martín-Critikián: Department of Audiovisual Communication and Advertising, Faculty of Humanities and Communication Sciences, 28040 Madrid, Spain
José Rodríguez-Terceño: Department of Marketing, ESERP Business & Law School, 28016 Madrid, Spain
Juan Enrique Gonzálvez-Vallés: Department of Theories and Analysis of Communication, Faculty of Information Sciences, Complutense University of Madrid, 28040 Madrid, Spain
Mónica Viñarás-Abad: Department of Applied Communication Sciences, Faculty of Information Sciences, Complutense University of Madrid, 28040 Madrid, Spain

Administrative Sciences, 2021, vol. 11, issue 3, 1-15

Abstract: The paralysis of tourist activity during the closure caused by the COVID-19 pandemic makes the communicative management of the crisis essential, especially for a country as reliant on tourism as Spain. The purpose of this research is to understand the values on which the communicative campaigns disseminated during and at the end of the “state of alarm” are built by applying an analysis based on those proposed by several authors focused on brand aspects, transmitters, persuasive and communicative elements, coherence, communicative objectives, and messages. The results show the existence of a national dialogue from the local and regional to the state level that aims to reinforce the image of the country and its main tourist demands while seeking to raise awareness (promise of consumption), through a message of hope, recovery, health, but also of enjoying the life associated with the tourist pleasures that Spain offers.

Keywords: brand Spain; COVID-19; tourism; tourism advertising; crisis communication (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2021
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