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Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón

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  • Miguel-Ángel García-Madurga

    (Department of Business Administration, Betancourt Building, Campus Río Ebro, University of Zaragoza, 50018 Zaragoza, Spain)

  • Miguel-Ángel Esteban-Navarro

    (Department of Documentation Sciences and History of Science, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain)

  • Juan-Francisco Delgado-de Miguel

    (Department of Marketing, Esic Business & Marketing School, Vía Ibérica, 28, 50012 Zaragoza, Spain)

  • Tamar Buil-López Menchero

    (Department of Marketing, Esic Business & Marketing School, Vía Ibérica, 28, 50012 Zaragoza, Spain)

Abstract

The purpose of this research is to determine the optimal positioning strategies of Aragón as a sustainable tourist destination. An exploratory research is carried out based on the analysis of statistical information sources, the identification of global and multisectoral macro-trends with direct impact on the evolution of the tourist sector, and the use of the qualitative technique of the focus group. The main and secondary axes to provide a basis for the positioning strategy of the autonomous community are presented as a result.

Suggested Citation

  • Miguel-Ángel García-Madurga & Miguel-Ángel Esteban-Navarro & Juan-Francisco Delgado-de Miguel & Tamar Buil-López Menchero, 2019. "Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón," Sustainability, MDPI, vol. 11(18), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:18:p:4885-:d:264762
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    References listed on IDEAS

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    1. Mihalis Kavaratzis & G. J. Ashworth, 2005. "City Branding: An Effective Assertion Of Identity Or A Transitory Marketing Trick?," Tijdschrift voor Economische en Sociale Geografie, Royal Dutch Geographical Society KNAG, vol. 96(5), pages 506-514, December.
    2. Qu, Hailin & Kim, Lisa Hyunjung & Im, Holly Hyunjung, 2011. "A model of destination branding: Integrating the concepts of the branding and destination image," Tourism Management, Elsevier, vol. 32(3), pages 465-476.
    3. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
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    1. Ulrika Persson-Fischer & Shuangqi Liu, 2021. "What Is Interdisciplinarity in the Study of Sustainable Destination Development?," Sustainability, MDPI, vol. 13(7), pages 1-28, March.
    2. Aljaz Nerad & Roberto Biloslavo & Igor Jurincic & Marko Koscak, 2020. "Sustainable Destination Management Planning: The Case of Slovenia," MIC 2020: The 20th Management International Conference,, University of Primorska Press.

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