Fall 2017 (Vol. 33, No. 1)

Cigars, Castro and Communism: Country Concept as a factor in Cuban tourism advertising effectiveness

by Jami Fullerton, Ph.D., Alice Kendrick, Ph.D., Sheri J. Broyles, Ph.D.

Oklahoma State University
Southern Methodist University
University of North Texas

Abstract: A study conducted prior to the historic announcement about resumption of diplomatic relations between Cuba and the United States measured US adults’ attitudes toward Cuba as well as their interest in visiting the island nation. Within the framework of the Model of Country Concept, this paper presents U.S. respondent attitudes toward Cuba as well as whether those attitudes moderate the effectiveness of a Cuban tourism television commercial. The study is the first to couple a scale of Country Reputation and a measure of Country Image in an effort to arrive at Country Concept and its potential to moderate advertising effects.

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