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The purpose of this paper is to propose a theoretical framework that explores how advertisers attempt to establish affinity between destinations and British and American audiences. The proposed framework consists of four spheres, five techniques, two message strategies and four means. This framework will be presented through a qualitative content analysis of 103 cases, selected from almost 2500 print advertisements and YouTube videos. The print advertisements were published in four major tourism magazines between 2007 and 2019. Besides the theoretical contribution, a study of audience affinity that analyses many cases might be helpful for marketers and policy makers, giving them ideas of how to reach and touch specific audiences.