Using visual metaphors in advertising campaigns to promote sustainable tourism

Authors

DOI:

https://doi.org/10.18089/tms.20240407

Keywords:

Visual metaphors, Advertising campaigns, Metaphorical themes, Sustainable tourism, Egypt

Abstract

Visual metaphors are utilised in advertising campaigns to convey knowledge more imaginatively without sacrificing context. The current study investigates the feasibility of using visual metaphors in green advertising campaigns promoting sustainable tourism in Egypt. Using a mixed-method approach, the current study is conducted in two phases. Phase one analyses the 2021 campaign "A Civilisation Inspired by Nature," utilising a checklist and rhetorical analysis guided by an interpretivist approach. A positivist approach was then employed to collect quantitative data by statistically evaluating the responses provided by the participants on the checklist. Two distinct groups were purposefully chosen: individuals with diverse knowledge backgrounds and experts in history and heritage. To ascertain whether there were any statistically significant differences in the participants' interpretations of the metaphorical themes, we employed independent t-tests for sample analysis. The results show that the campaign successfully employs visual metaphors derived from ancient Egyptian culture to convey the significance of valuing nature and sustainability. Nevertheless, certain difficulties arose in comprehending the metaphorical themes. The current study offers practical insights for marketers on the utilisation of visual metaphors in green advertising campaigns that promote sustainable tourist practices.

Author Biography

  • Noha Ahmed Kamel, PhD, Associate Professor, Tourism Studies Department, Faculty of Tourism and Hotels, Alexandria University

    Noha Ahmed Kamel is an Associate Professor in the tourism studies department of Alexandria University's Faculty of Tourism and Hotels in Egypt. She completed her PhD in tourism marketing in 2016 and has been contributing to the faculty for many years. Her research interests span various topics, including tourism marketing, technology, human resources, heritage, management, sustainability, tourist behavior, and investment. She has published her work in numerous international and national journals. In addition to her research, she has taught undergraduate and postgraduate courses such as crisis management, modern trends in tourism marketing, customer service, ethics management, tourist psychology, research methodology, heritage tourism marketing, domestic tourism, and conference management. She is a reviewer of several scientific journals. She has also supervised a significant number of theses.

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Published

03.10.2024

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Section

Applied Cultural Studies: Research Papers

How to Cite

Ahmed Kamel, N. (2024). Using visual metaphors in advertising campaigns to promote sustainable tourism. Tourism & Management Studies, 20(4), 85-98. https://doi.org/10.18089/tms.20240407

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