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Marketing Y Gestión De Marcas Institucionales. El Caso De España Y Canarias

Author

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  • José Alberto Martínez González

Abstract

El sector turístico está inmerso en un importante y continuo proceso de transformación, en gran medida debido a la crisis global actual, a la dinámica y las características del propio sector y al desarrollo de las comunicaciones y de las tecnologías (sobre todo Internet). Se trata de un fenómeno generalizado que posee aspectos comunes a todos los destinos, aunque cada zona geográfica administrativamente diferenciada - cada destino si se prefiere - presente también sus propias características. Y el proceso afecta tanto al ámbito público del sector turístico como al privado, con similitudes y diferencias también.

Suggested Citation

  • José Alberto Martínez González, 2010. "Marketing Y Gestión De Marcas Institucionales. El Caso De España Y Canarias," Turismo y Desarrollo Local, Servicios Académicos Intercontinentales SL, issue 8, September.
    • Handle: RePEc:erv:turdes:y:2010:i:8:20
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