THE ROLE OF SOCIAL ADVERTISING IN TOURISM

Purpose. The main objective of the study was to determine the role of social advertising in tourism on the example of “Bloody souvenir” advertising. Method. The research method used for the purpose of this work was focused group interview (FGI). Findings. As a result of the discussion, the respondents considered this ad unsuccessful. Although it promotes patterns of behaviour while counteracting negative behaviours and phenomena in tourism, it is too brutal. While discussing the issue, it was recognised that the role of this social advertising in tourism is related to its educational and informational function, which is a well-fulfilled social role. Research and conclusions limitations. Empirical research concerns only the views of the studied group. They should not be generalised to the population in Poland. Practical implications. The study can be used for broader qualitative research and is a tool for formulating detailed research areas. Originality. Focused group interview was carried out based on the prepared original scenario. Type of paper. An article presenting the results of empirical research.