Market orientation: Finding a new roadmap for sustainable archaeological sites

While there is quite substantial research on how marketing strategies for archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine...

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Detalles Bibliográficos
Autores: Recuero Virto, Nuria, Blasco López, María Francisca, García De Madariaga Miranda, Jesús, Aldas Manzano, Joaquín
Tipo de recurso: artículo
Fecha de publicación:2020
País:España
Institución:Universidad Complutense de Madrid (UCM)
Repositorio:Docta Complutense
Idioma:inglés
OAI Identifier:oai:docta.ucm.es:20.500.14352/104128
Acceso en línea:https://hdl.handle.net/20.500.14352/104128
Access Level:acceso abierto
Palabra clave:658.8
338.48
Archaeological sites
Market orientation
Sustainable tourism
Tourist functionality
Top management
Turismo
Marketing
5311.05 Marketing (Comercialización)
5312.90 Economía Sectorial: Turismo
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oai_identifier_str oai:docta.ucm.es:20.500.14352/104128
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repository_id_str
spelling Market orientation: Finding a new roadmap for sustainable archaeological sitesRecuero Virto, NuriaBlasco López, María FranciscaGarcía De Madariaga Miranda, JesúsAldas Manzano, Joaquín658.8338.48Archaeological sitesMarket orientationSustainable tourismTourist functionalityTop managementTurismoMarketing5311.05 Marketing (Comercialización)5312.90 Economía Sectorial: TurismoWhile there is quite substantial research on how marketing strategies for archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine and propose a market orientation model which variables best define tourism sustainability in archaeological sites. The methodology is based on a qualitative and quantitative research to empirically test the model, using an international sample of eleven heritage management experts for the qualitative study, and 129 managers of archaeological sites worldwide for the quantitative research. This research provides empirical evidence indicating that market orientation positively influences tourism sustainability in archaeological sites, and proves the relevance of analysing the tourism functionality of these assets before implementing a market orientation plan.Universidad Complutense de Madrid20202020-01-0120202020-01-01journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/104128reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/1041282026-06-02T12:44:21Z
dc.title.none.fl_str_mv Market orientation: Finding a new roadmap for sustainable archaeological sites
title Market orientation: Finding a new roadmap for sustainable archaeological sites
spellingShingle Market orientation: Finding a new roadmap for sustainable archaeological sites
Recuero Virto, Nuria
658.8
338.48
Archaeological sites
Market orientation
Sustainable tourism
Tourist functionality
Top management
Turismo
Marketing
5311.05 Marketing (Comercialización)
5312.90 Economía Sectorial: Turismo
title_short Market orientation: Finding a new roadmap for sustainable archaeological sites
title_full Market orientation: Finding a new roadmap for sustainable archaeological sites
title_fullStr Market orientation: Finding a new roadmap for sustainable archaeological sites
title_full_unstemmed Market orientation: Finding a new roadmap for sustainable archaeological sites
title_sort Market orientation: Finding a new roadmap for sustainable archaeological sites
dc.creator.none.fl_str_mv Recuero Virto, Nuria
Blasco López, María Francisca
García De Madariaga Miranda, Jesús
Aldas Manzano, Joaquín
author Recuero Virto, Nuria
author_facet Recuero Virto, Nuria
Blasco López, María Francisca
García De Madariaga Miranda, Jesús
Aldas Manzano, Joaquín
author_role author
author2 Blasco López, María Francisca
García De Madariaga Miranda, Jesús
Aldas Manzano, Joaquín
author2_role author
author
author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv 658.8
338.48
Archaeological sites
Market orientation
Sustainable tourism
Tourist functionality
Top management
Turismo
Marketing
5311.05 Marketing (Comercialización)
5312.90 Economía Sectorial: Turismo
topic 658.8
338.48
Archaeological sites
Market orientation
Sustainable tourism
Tourist functionality
Top management
Turismo
Marketing
5311.05 Marketing (Comercialización)
5312.90 Economía Sectorial: Turismo
description While there is quite substantial research on how marketing strategies for archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine and propose a market orientation model which variables best define tourism sustainability in archaeological sites. The methodology is based on a qualitative and quantitative research to empirically test the model, using an international sample of eleven heritage management experts for the qualitative study, and 129 managers of archaeological sites worldwide for the quantitative research. This research provides empirical evidence indicating that market orientation positively influences tourism sustainability in archaeological sites, and proves the relevance of analysing the tourism functionality of these assets before implementing a market orientation plan.
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-01-01
2020
2020-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/104128
url https://hdl.handle.net/20.500.14352/104128
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,301603

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