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Promoting Tourism Through Popular Music

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Abstract:

The media in its many forms has been instrumental in popularizing tourist venues and can have the impact of introducing tourism to these places or boosting tourism numbers. An area that has not been explored in enough detail yet is the marketing of tourist attractions/venues in music, which would be heard by substantial listeners globally. This would mean using techniques called "product placement" or "embedding," which advertisers have implemented for almost 40 years in promoting tangible goods in movies, television shows, and, more recently, in pop songs. A suggestion is that such techniques could be used to promote tourist attractions/venues. This is somewhat different from the usual product placement because it may involve promotion of an image. However, it does mean that by choice of the type of song that specific age groups could be targeted. A notable benefit may be that apart from the destination being featured in the lyrics, it may also be featured in an accompanying video clip.

Keywords: MEDIA; PRODUCT PLACEMENT; SONG; TOURISM; TRAVEL

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830406778134126

Publication date: August 1, 2006

More about this publication?
  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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