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Innovation and identity in Barcelona’s tourist image as represented by souvenirs

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Barcelona is an excellent example of a city that has been re-imaged greatly in recent years. The aim of this research was to study tourist image change and innovation in Barcelona in terms of its represented cultural identity. For this purpose, the content of souvenirs located in souvenir shops of the Gothic Quarter of Barcelona was analysed. Findings suggest that image innovation in terms of cultural identity is not complete and that there are different coexisting and conflicting cultural tourist images in Barcelona. Catalan, Spanish and global cultural identities are present, with intangible Catalan culture particularly under-represented by souvenir themes. The article identifies possible weak aspects in Barcelona’s image innovation process and implementation, and includes suggestions for improvement.
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Keywords: Barcelona; identity; image; innovation; souvenir; tourism

Document Type: Research Article

Affiliations: Universitat Rovira i Virgili

Publication date: 2011-07-27

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  • The Catalan Journal of Communication and Cultural Studies (CJCS) is committed to publishing research and theoretical articles in the fields of media studies, popular culture and cinema, public relations and advertising studies, social communication, new media, language uses in the media, communication and cultural policies, social and national identities, gender studies, sports and leisure, tourism and heritage, among other related issues. CJCS publishes double blind peer-reviewed articles and its aims and scope cover not only Catalan media and cultural systems but also other social contexts.
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