<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2182-8458</journal-id>
<journal-title><![CDATA[Tourism & Management Studies]]></journal-title>
<abbrev-journal-title><![CDATA[TMStudies]]></abbrev-journal-title>
<issn>2182-8458</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2182-84582024000400085</article-id>
<article-id pub-id-type="doi">10.18089/tms.20240407</article-id>
<title-group>
<article-title xml:lang="en"><![CDATA[Using visual metaphors in advertising campaigns to promote sustainable tourism]]></article-title>
<article-title xml:lang="pt"><![CDATA[Utilização de metáforas visuais em campanhas publicitárias para promover o turismo sustentável]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Kamel]]></surname>
<given-names><![CDATA[Noha Ahmed]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Alexandria University Faculty of Tourism and Hotels Tourism Studies Department]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Egypt</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<volume>20</volume>
<numero>4</numero>
<fpage>85</fpage>
<lpage>98</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2182-84582024000400085&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2182-84582024000400085&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2182-84582024000400085&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="en"><p><![CDATA[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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo As metáforas visuais são utilizadas em campanhas publicitárias de forma mais imaginativa sem sacrificar o contexto. Este estudo investiga a viabilidade da utilização de metáforas visuais em campanhas publicitárias ecológicas que promovem o turismo sustentável no Egito. Utilizando uma abordagem de métodos mistos, o estudo é realizado em duas fases. A primeira analisa a campanha &#8220;A Civilisation Inspired by Nature&#8221; de 2021, utilizando uma lista de controlo e uma análise retórica orientada por uma abordagem interpretivista. Em seguida, foi feita uma abordagem positivista para recolher dados quantitativos, avaliando estatisticamente as respostas dos participantes na lista de verificação. Foram escolhidos propositadamente dois grupos distintos: indivíduos com conhecimentos diversos e especialistas em história e património. Para verificar se existiam diferenças estatisticamente significativas nas interpretações dos temas metafóricos por parte dos participantes, utilizámos testes t independentes para a análise da amostra. Os resultados mostram que a campanha emprega com sucesso metáforas visuais derivadas da cultura egípcia antiga para transmitir o significado de valorizar a natureza e a sustentabilidade. No entanto, surgiram algumas dificuldades na compreensão dos temas metafóricos. O presente estudo oferece aos profissionais de marketing perspectivas práticas sobre a utilização de metáforas visuais em campanhas publicitárias ecológicas que promovem práticas turísticas sustentáveis.]]></p></abstract>
<kwd-group>
<kwd lng="en"><![CDATA[Visual metaphors]]></kwd>
<kwd lng="en"><![CDATA[Green advertising campaigns]]></kwd>
<kwd lng="en"><![CDATA[Metaphorical themes]]></kwd>
<kwd lng="en"><![CDATA[Sustainable tourism]]></kwd>
<kwd lng="en"><![CDATA[Egypt.]]></kwd>
<kwd lng="pt"><![CDATA[Metáforas visuais]]></kwd>
<kwd lng="pt"><![CDATA[Campanhas publicitárias ecológicas]]></kwd>
<kwd lng="pt"><![CDATA[Temas metafóricos]]></kwd>
<kwd lng="pt"><![CDATA[Turismo sustentável]]></kwd>
<kwd lng="pt"><![CDATA[Egito.]]></kwd>
</kwd-group>
</article-meta>
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