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Diplomatic relations and tourism advertising effectiveness: U.S. travel interest to Cuba |
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| Authors: | Jami A Fullerton Alice Kendrick Sheri J Broyles |
| Institution: | 1. Oklahoma State University, Tulsa, OK, USA;2. Temerlin Advertising Institute, Southern Methodist University, Dallas, TX, USA;3. University of North Texas, Denton, TX, USA |
| Abstract: | This study explores the relationship between nation brand familiarity and increased interest in tourism and tourism advertising effectiveness. Surveys fielded a few months before and a few months after the historic 17 December 2014 announcement of improved diplomatic relations between the United States and Cuba showed an increase in familiarity with Cuba as well as increased interest in traveling to Cuba among US adults. Respondents also indicated a more favorable reaction to a 30-s ad agency-produced television commercial for Cuba tourism. Results are discussed in light of literature on destination brand familiarity as it relates to brand interest and advertising evaluation. Implications for destination marketing managers are presented. |
| Keywords: | Tourism advertising nation branding brand familiarity Cuba diplomacy |