Publication details [#70709]

Porres-Guerrero, Miriam and Concepción Foronda-Robles. 2019. Where is the humour in tourism promotion? : An investigation of the “Spain Marks” campaign. The European Journal of Humour Research 7 (3) : 46–62.
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Article in journal
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This paper discusses humour and tourism, with a focus on “Spain Marks”, an international campaign used to promote Spain as a tourism destination. The importance of this relationship suggests that the use of humour in marketing works as an engagement and loyalty strategy, as well as to portray the uniqueness of a destination. The “Spain Marks” campaign was innovative in its use of humour because it offered a fresh and contemporary image of Spain as a tourism destination.