Shock Advertising in the tourism industry: Perspective of destination managers and tourists

Project: Shock Advertising in the tourism industry: Perspective of destination managers and tourists

Description: The relationship between shocking advertisement and consumer behaviour in the tourism industry is considered to be unexplored and needing further examination. Irrespective of the many drawbacks and complaints, shock advertisements are still commonly used since its first inception in the 80’s. This study aims to look at broad meaning of shocking advertisement in relation to consumer behaviour, attitudes and perception. It will investigate theoretically the effect of shock advertising on changing consumer attitudes and behaviours in the tourism industry and the perception of destination managers.The research also touches on the different uses, and the appeals of shocking advertising, and the barriers that affect its use by destination managers. The various contexts and demographical factors will also be investigated. In order to assess tourists and destination managers’ reaction to shock advertising semi-structured interviews combined with questionnaire will be employed.

• Supervisory Team: Dr Giuseppe Adamo, Dr Barbara Czarnecka
• Research Centre: Centre for International Business and Marketing” (CIBAM)
• Degree aimed: Doctor of Philosophy
• Mode of study: Full Time
• Dates: March 2016 - Present
• Email: augusta.evans@study.beds.ac.uk