Tourism and Advertising as Creative Industry Sector

This chapter analyses the ways in which three distinct factors are shaping contemporary post-modern advertising and marketing practice. First, design thinking, behavioural economics and advertising as a creative field of practice and specifically how this contributes to the image and reputation of the United Kingdom for international tourism, and arguably as a leader in this field. The chapter also considers the UK as a branded tourist destination, with an emphasis on London as a cosmopolitan/multicultural world city that is distinct and separate from the rest of the country and more appropriately comparable with other 'world cities'.