European destination managers’ ambivalence towards the use of shocking advertising

This study compares destination managers reactions towards the use of shock advertising in the European tourism sectors and develops the knowledge of how shock advertising can be an effective tool in managing annoying tourists’ behaviours. Impactful communication has often been found to be effective in changing behaviour. Governments and other public bodies use communication, including advertising to educate the public, create awareness and change behaviours (GCS, 2014).