Abstract
Before the announcement of the easing of a decades-long US embargo, this study captured US citizens’ interest in traveling to Cuba before and after exposure to a Cuban tourism television commercial. Online measures of attitudes toward travel to Cuba and toward the Cuban government and people were taken. Results showed Americans’ travel interest improved significantly and also showed improved attitudes toward both the Cuban government and its people, demonstrating the ‘bleedover effect’ of tourism advertising.
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1PhD, is a professor in the Temerlin Advertising Institute at Southern Methodist University in Dallas, Texas, where she teaches communication research and strategy courses. Her research about branding and public diplomacy, promotional strategies and higher education has appeared in national and international journals and the trade press.
2PhD, is a professor in the School of Media and Strategic Communications and holds the Peggy Layman Welch Endowed Chair in Strategic Communications at Oklahoma State University-Tulsa. Her current research program is focused on mediated public diplomacy efforts since 9/11. She has published numerous studies in national and international academic journals, books and blogs.
3PhD, is a professor of advertising at the Mayborn School of Journalism at the University of North Texas.
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Kendrick, A., Fullerton, J. & Broyles, S. Would I go? US citizens react to a Cuban tourism campaign. Place Brand Public Dipl 11, 249–262 (2015). https://doi.org/10.1057/pb.2015.14
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DOI: https://doi.org/10.1057/pb.2015.14