Publication: Promoción institucional de la marca turística "Ibiza"
Authors
Tomillero Gutierrez, Estefanía ; Cardona, José Ramón
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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DOI
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info:eu-repo/semantics/article
Description
Abstract
Este artículo describe la promoción turística institucional
realizada en Ibiza, mediante la revisión de la bibliografía
preexistente y la documentación del Consell Insular. Aunque hubo
acciones promocionales previas, es en los años treinta con la
creación del Fomento del Turismo cuando empieza a organizarse el
sector para la promoción. Hasta los años sesenta, cuando el
gobierno central empezó a apoyar acciones con potencial
promocional, no hubo acciones importantes desde las
administraciones. Fue la repercusión mediática de los hippies el
gran salto en la promoción de Ibiza. En 1983 el Govern Balear
recibió las competencias en turismo y en 1996 fueron traspasadas al
Consell Insular. En la actualidad, el Consell Insular tiene las
competencias sobre la promoción de la marca turística “Ibiza” y
organiza un conjunto de acciones promocionales: campañas online;
anuncios en revistas, radio y televisión; elaboración de videos,
folletos y merchandising; viajes de familiarización; asistencia a
ferias y eventos.
This paper describes the institutional tourism promotion carried out in Ibiza, by reviewing the pre -existing bibliography and the documentation of the Consell Insular. Although there were previous promotional actions, it is in the 1930s with the creation of Promotion of Tourism when the sector begins to organize itself for promotion. Until the 1960s, when the central government began supporting actions with promotional potential, there were no important actions from the administrations. The hippie media impact was the great leap in the promotion of Ibiza. In 1983 the Balearic Government received the tourism competencies and in 1996 they were transfe rred to the Island Council. Currently, the Island Council has the powers to promote the “Ibiza” tourism brand and organize a set of actions: online campaigns; magazine, radio and television advertisements; elaboration of videos, brochures and merchandising; familiarization trips; attendance at fairs and events.
This paper describes the institutional tourism promotion carried out in Ibiza, by reviewing the pre -existing bibliography and the documentation of the Consell Insular. Although there were previous promotional actions, it is in the 1930s with the creation of Promotion of Tourism when the sector begins to organize itself for promotion. Until the 1960s, when the central government began supporting actions with promotional potential, there were no important actions from the administrations. The hippie media impact was the great leap in the promotion of Ibiza. In 1983 the Balearic Government received the tourism competencies and in 1996 they were transfe rred to the Island Council. Currently, the Island Council has the powers to promote the “Ibiza” tourism brand and organize a set of actions: online campaigns; magazine, radio and television advertisements; elaboration of videos, brochures and merchandising; familiarization trips; attendance at fairs and events.
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Citation
Gran Tour: Revista de Investigaciones Turísticas, nº 21 (2020)
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