Gestión de la imagen de marca de destinos turísticos maduros usando herramientas online. El caso de la Costa Brava
The marketing and promotion of tourist destinations have evolved exponentially with the passage of time and use of the internet. This change has generated different attitudes in tourists and altered how they consume information on their destinations. In the face of this evolution, the established de...
| Author: | |
|---|---|
| Format: | doctoral thesis |
| Status: | Published version |
| Publication Date: | 2022 |
| Country: | España |
| Institution: | CBUC, CESCA |
| Repository: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/687380 |
| Online Access: | http://hdl.handle.net/10803/687380 |
| Access Level: | Open access |
| Keyword: | Turisme Turismo Toursim Màrqueting Márqueting Marketing Marca turística Branding Publicitat Publicidad Advertising Estudi de mercat Estudio de mercado Market research Costa Brava 338 339 |
| Summary: | The marketing and promotion of tourist destinations have evolved exponentially with the passage of time and use of the internet. This change has generated different attitudes in tourists and altered how they consume information on their destinations. In the face of this evolution, the established destinations of sun and beach have confronted the challenges to rejuvenate and increase their tourist appeal in a highly competitive environment, through the use of technological innovations that allow them to be, as it were, in the minds of the visitors, and to exploit that knowledge to forecast tourist demand. The DMO (Destination Marketing Organization) is one of the leading agents responsible for the evolution of tourism, focusing on interaction with the visitor and management to attract the right target group for the destination. The aims of this research are: 1) the formulation of strategies for the destination by a DMO by means of the forecast of the tourist demand using the data and information on the tourists that have visited the destination, and 2) assess the influence of DMO marketing and branding actions on the destination. From the understanding gained by these two objectives, future behaviors in long-established destinations may be foreseen |
|---|