La publicidad turística en andalucía (2002-2005): Andalucía sólo hay una. la tuya vs. Andalucía te quiere

Abstract

The Spanish independent communities, once completed the crossing of competitions in the matter of tourist promotion by the central State, are making indefotigable ejforts to catch the greater possible quota of the national and international tourist market. The application of the principies of the relational marketing has allowed that in Andalusia have been promulgated laws, approved general and  specific plans and  signed impelling pacts of the tourist promotion.  The Andalusian  tourist publicity of period 2002-2005, object of analysis in this article, surpasses therefore the traditional weaknesses of institutional tourist publicity: inconsistency, lack of continuity, incoherences between annual  campaigns, imbalances in media planning.