英语论文网

l, global and premium leading destination.

The campaign reinforces the Spain tourism brand in international markets by encouraging visitors who have visited the country to advertise their experiences of their vacations themselves, user's contributions. The campaign was launched in the press and on television and according to Hosteltur Special WTM (2011) viewed by 470 million people. 'Spain's World Cup victory 2010 was very positive for tourism,' the executive director of the Madrid-based United Nations World Tourism Organisation (UNWTO) (Eturbonews.com, 2017). The win reinforced the positive image of Spain and the campaign.

Social media
Barcelona's social media presence has enhanced since the campaign launched. The launch was conducted in two stages with the aim of Consolidating traditional markets and attracting others (Hosteltur Special WTM 2011). They concentrated on emerging marketing such as Russia, China and Japan, where the motivation index for travelling to Spain is around 99%, 98% and 90% (Hosteltur Special WTM 2011). That is why the video ad is represented in Spanish, English, French, German, Italian, Russian and Asian languages (Hosteltur Special WTM 2011). The social media promotion also became a Word Of Mouth (WOM) advertising which was reached millions of people and cost nothing for the DMO by making the tourists who visit Spain WOM or PC-to-PC promoters. In this media lead society, this media campaign surpassed mature markets such as the UK, France, Germany and Italy resulting in boosted levels of motivation for visiting Barcelona. (Hosteltur Special WTM 2011)The campaign is linked to the Turespaña's website, spain.info, a site with over eight million annual visitors and other social media sites. The use of Social media was the mote effective way to promote barcelona because the internet and social reaches a wider range of consumers. Consumers actively social media to talk about good and bad travel experiences. For most airlines Twitter has become a crucial communication channel. The TV ads also used for the campaign where effective because it is the easiest way to reach a large number of customers, but is the most expensive medium. Finally, the destination websites used as part of the promotional mix are relatively cheap and interactive. However, the issues with websites is that they are difficult to draw or attract customers.

Target Market
Identifying target markets is the first step in developing profitable customer relationships (Pike, 2004). One of Barcelona's prominent traits is the diversification of markets. The destination is characterized for attracting different visitor segments in relation to country of origin and reasons for travelling. According to Ajuntament de Barcelona (2014) the prominent markets related to tourism typology are cultural, professional, medical, incentive, educational, LGBT, sport, business, luxury, gastronomy, cruise ship tourism etc. However, Barcelona's cheap all-inclusive package holidays promote mass tourism and attract the type of tourist mentioned in Cohen's (1972) and Plog (1974) Tourist typology (Appendix 4) The authors linked their concepts to Butlers (1980) evolution of a destination lifecycle (Appendix 5). Butler assumes that as a tourist area evolves, the range of tourist types present will change according to changes to the tourism area (Ho and McKercher, 2015). Plog and Butlers models provide identifiers o