出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：The Costa Blanca Board, the public body responsible for the management of tourism in the province of Alicante, is in charge of formalising the promotion, in which tourist communication (advertising and public relations) takes a prominent place. The objective of this research is to understand and appreciate its communication strategies between 2008 and 2010. After the analysis, we note the lack of broaded strategic plans of communication, where the medium and long term can be taken into account and, also, where effectiveness of the programs developed and actions used can be determined.
其他摘要：The Costa Blanca Board, the public body responsible for the management of tourism in the province of Alicante, is in charge of formalising the promotion, in which tourist communication (advertising and public relations) takes a prominent place. The objective of this research is to understand and appreciate its communication strategies between 2008 and 2010. After the analysis, we note the lack of broaded strategic plans of communication, where the medium and long term can be taken into account and, also, where effectiveness of the programs developed and actions used can be determined.
关键词：tourist advertising;public relations;Tourism Board Costa Blanca;Valencian Community;Spain.;publicidad turística;relaciones públicas;Patronato Turismo Costa Blanca Comunidad Valenciana;España.
其他关键词：tourist advertising; public relations; Tourism Board Costa Blanca; Valencian Community; Spain.
