La marca país en tiempos de confinamiento: Analizando el mensaje publicitario de promoción turística de España y Colombia durante el COVID- 19

Abstract

Tourism is a sector affected by the global health crisis. This implied a challenge for the country brand given the restrictions on tourist mobility. The work analyzes the communication of the country brand in the period of confinement of Spain and Colombia. For this, a semiotic qualitative analysis of the content of the tourist promotion advertisements is carried out. This analysis is relevant due to the scarce literature in the area related to the country brand in times of pandemic. The results show that their messages follow a communication based on positive values, such as caring and optimism. The differences are in the promotion of specific elements of the culture and tourist offer of each country. The communication of the countries through their country brand advertising campaigns is important to connect with their audiences and for the generation of affective bonds.