Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/104906
Title: | Appealing to tourists via branded entertainment : from theory to practice | Authors: | Hudson, S Tung, V |
Issue Date: | 2016 | Source: | Journal of travel & tourism marketing, 2016, v. 33, no. sup1, p. 123-137 | Abstract: | Although tourism marketers have not traditionally incorporated branded entertainment into their marketing mix, they are beginning to employ the strategy to attract tourists through the mediums of film, television, and the Internet. In this paper a closer look is taken at the use of branded entertainment by destinations, using the “Brand USA” campaign as a case study. Brand USA, the destination marketing organization for the United States, used three media platforms to promote the country, partnering with television, film, and digital content producers to present engaging stories that would attract international tourists. The case study serves as a method for identifying critical and successful factors necessary for effective branded entertainment, which is an area that has received little attention from the tourism literature. | Keywords: | Advertising Branded entertainment Branding Destination marketing |
Publisher: | Routledge, Taylor & Francis Group | Journal: | Journal of travel & tourism marketing | ISSN: | 1054-8408 | EISSN: | 1540-7306 | DOI: | 10.1080/10548408.2015.1008671 | Rights: | © 2015 Taylor & Francis This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Travel & Tourism Marketing on 07 May 2015 (published online), available at: http://www.tandfonline.com/10.1080/10548408.2015.1008671. |
Appears in Collections: | Journal/Magazine Article |
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File | Description | Size | Format | |
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Tung_Appealing_Tourists_Via.pdf | Pre-Published version | 860.99 kB | Adobe PDF | View/Open |
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