Abstract
Texas is one of the most popular states for tourists. Using quantitative and primarily qualitative methods, we analyzed how marketers of small cities and towns associate their place to four central components of the Texas state narrative - the flag, official and unofficial symbols, territory, and social-historical mythology - in advertising and tourism brochures in the years 2008-2010. We discovered that in parallel to the overuse of the " associating to well-known brand/narrative" strategy, marketers also invest efforts toward claiming the narrative. Thus our second goal was to discover which techniques were used in order to claim the state narrative. Using the state of Texas as an example may provide a test case for typology, associating and claiming state narratives in promotional materials.
| Original language | American English |
|---|---|
| Pages (from-to) | 1385-1397 |
| Number of pages | 13 |
| Journal | Tourism Management |
| Volume | 33 |
| Issue number | 6 |
| DOIs | |
| State | Published - Dec 2012 |
Keywords
- Advertising
- City branding
- Claiming authenticity
- Marketing places
- State narrative
- Texas - cities
- Tourism brochures
All Science Journal Classification (ASJC) codes
- Development
- Transportation
- Tourism, Leisure and Hospitality Management
- Strategy and Management