Advertising Dynamics and Destination Evolution in Tourism Promotion for Africa

ABSTRACT

This study's objective is to explore advertising dynamics and destination evolution in tourism promotion for Africa. A literature review approach using integrative literature method and content analysis were deployed. The results have indicated that as destinations evolve across different countries in Africa, the advertising dynamics exhibit either path dependency or path creation while other destinations display double trajectories of both path dependency and path creation in tourism promotion. The implication is for tourism stakeholders particularly destination marketing organisations to consider the advertising dynamics as their destinations evolve in the Coronavirus Disease 2019 (COVID-19) era so that repeat visitors fall back in love with tourism in Africa as well as attract first time visitors. The novelty of this paper is the contribution to knowledge in the scope of tourism in Africa by exploring advertising dynamics and destination evolution in the context of Africa tourism promotion and specifically explores forms of advertising dynamics and destination evolution in Africa's tourism promotion guided by the Evolutionary Economic Geography (EEG) theory. © 2022 AJHTL /Author(s)