IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i23p9926-d452181.html
   My bibliography  Save this article

The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival

Author

Listed:
  • Eva M. Sánchez-Teba

    (Department of Economics and Business Administration, Faculty of Economics and Business, Campus El Ejido s/n 29071, University of Málaga, 29017 Malaga, Spain)

  • Josefa García-Mestanza

    (Department of Economics and Business Administration, Faculty of Tourism, Campus Teatinos, University of Málaga, 29017 Malaga, Spain)

  • Mercedes Rodríguez-Fernández

    (Department of Economics and Business Administration, Faculty of Social and Labour Studies, Ampliación Campus Teatinos, University of Málaga, 29017 Malaga, Spain)

Abstract

The digital era has radically changed the context in which the tourist service is delivered and experienced, changing the decision processes of consumer and company business models. It is necessary to contact the tourism services customer with non-intrusive techniques, at the beginning of their purchase process and accompany them until the final transaction. The main objective of this case study is to analyze the methodology of inbound marketing and show how The Costa del Sol Planning & Tourism Board could work on its sustainable customer relationship model under the concept of seducing the tourist by being pioneers in the application of this strategy to attract tourism after the pandemic caused by COVID-19. Conclusions of this study include measures to restore travelers’ confidence which will play an important role in attracting tourists after crisis. An inbound marketing strategy will provide a response as it is based on contact with the future tourist through highly specialized content.

Suggested Citation

  • Eva M. Sánchez-Teba & Josefa García-Mestanza & Mercedes Rodríguez-Fernández, 2020. "The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival," Sustainability, MDPI, vol. 12(23), pages 1-15, November.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9926-:d:452181
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/23/9926/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/23/9926/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Flavia Dana Oltean & Manuela Rozalia Gabor & Aurélia-Felicia Stăncioiu & Mihaela Kardos & Marta Kiss & Roxana Cristina Marinescu, 2020. "Aspects of Marketing in Dental Tourism—Factor of Sustainable Development in Romania," Sustainability, MDPI, vol. 12(10), pages 1-13, May.
    2. Vernuccio, Maria & Ceccotti, Federica, 2015. "Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision," European Management Journal, Elsevier, vol. 33(6), pages 438-449.
    3. Craig Standing & Jean‐pierre Tang‐taye & Michel Boyer, 2014. "The Impact of the Internet in Travel and Tourism: A Research Review 2001–2010," Post-Print hal-01243414, HAL.
    4. Dimitrios Buhalis & Aditya Amaranggana, 2015. "Smart Tourism Destinations Enhancing Tourism Experience Through Personalisation of Services," Springer Books, in: Iis Tussyadiah & Alessandro Inversini (ed.), Information and Communication Technologies in Tourism 2015, edition 127, pages 377-389, Springer.
    5. Wenwen Shang & Qing Yuan & Nan Chen, 2020. "Examining Structural Relationships among Brand Experience, Existential Authenticity, and Place Attachment in Slow Tourism Destinations," Sustainability, MDPI, vol. 12(7), pages 1-23, April.
    6. Qiu, Richard T.R. & Park, Jinah & Li, ShiNa & Song, Haiyan, 2020. "Social costs of tourism during the COVID-19 pandemic," Annals of Tourism Research, Elsevier, vol. 84(C).
    7. Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.
    8. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    9. Gianita Bleoju & Alexandru Capatina & Elisa Rancati & Nicolas Lesca, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Post-Print hal-02014225, HAL.
    10. Gianita Bleoju & Alexandru Capatina & Elisa Rancati & Nicolas Lesca, 2016. "Exploring organizational propensity toward inbound- outbound marketing techniques adoption: the case of pure players and click and mortar companies," Post-Print hal-02047795, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Banerjee, Syagnik & Xu, Shichun & Johnson, Scott D., 2021. "How does location based marketing affect mobile retail revenues? The complex interplay of delivery tactic, interface mobility and user privacy," Journal of Business Research, Elsevier, vol. 130(C), pages 398-404.
    2. Ponzoa, José M. & Gómez, Andrés & Mas, José M., 2023. "EU27 and USA institutions in the digital ecosystem: Proposal for a digital presence measurement index," Journal of Business Research, Elsevier, vol. 154(C).
    3. Catherine McTeigue & Claudia Sanchez & Edson Santos & Cicero Eduardo Walter & Manuel Au-Yong-Oliveira, 2021. "A Strategy for Tourism Growth, Rebound, and Revival: Promoting Portugal as a Destination Post-COVID-19," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    4. Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Proceedings RCE 2017, Editura Lumen, vol. 0, pages 522-531, November.
    5. Zoltán SOMOSI, 2022. "The Role Of Artificial Intelligence In Content Creation And Checking Its Effectiveness In The Google Ads Advertising System," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 2(2), pages 259-270, December.
    6. Sławomir Ostrowski, 2021. "Commitment Ladder in the Relationship between Service Providers and Customers as Added Value in Sustainable Services Development," Sustainability, MDPI, vol. 13(9), pages 1-20, April.
    7. Erdmann, Anett & Ponzoa, José M., 2021. "Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    8. Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 522-531.
    9. Bleoju, Gianita & Capatina, Alexandru & Rancati, Elisa & Lesca, Nicolas, 2016. "Exploring organizational propensity toward inbound–outbound marketing techniques adoption: The case of pure players and click and mortar companies," Journal of Business Research, Elsevier, vol. 69(11), pages 5524-5528.
    10. Leon John Mach, 2021. "Surf Tourism in Uncertain Times: Resident Perspectives on the Sustainability Implications of COVID-19," Societies, MDPI, vol. 11(3), pages 1-15, July.
    11. Kim, Kun & Park, Oun-joung & Yun, Seunghyun & Yun, Haejung, 2017. "What makes tourists feel negatively about tourism destinations? Application of hybrid text mining methodology to smart destination management," Technological Forecasting and Social Change, Elsevier, vol. 123(C), pages 362-369.
    12. Roberta Capello & Andrea Caragliu, 2021. "Regional growth and disparities in a post‐COVID Europe: A new normality scenario," Journal of Regional Science, Wiley Blackwell, vol. 61(4), pages 710-727, September.
    13. Yamilé Pérez Guilarte & Daniel Barreiro Quintáns, 2019. "Using Big Data to Measure Tourist Sustainability: Myth or Reality?," Sustainability, MDPI, vol. 11(20), pages 1-19, October.
    14. Georgios Giotis & Evangelia Papadionysiou, 2022. "The Role of Managerial and Technological Innovations in the Tourism Industry: A Review of the Empirical Literature," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    15. Erica Mingotto & Michele Tamma, 2021. "Covid-19 and recovery strategies. Some insights from an ongoing exploratory study in the Italian hospitality industry: the case of the historic city centre of Venice," Working Papers 02, Department of Management, Università Ca' Foscari Venezia.
    16. Pam Lee & Chulmo Koo & Namho Chung, 2019. "The Threats of North Korea’s Missile and Visitors’ International Conference Choice Behavior," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    17. Pasquale Del Vecchio & Gioconda Mele & Valentina Ndou & Giustina Secundo, 2018. "Open Innovation and Social Big Data for Sustainability: Evidence from the Tourism Industry," Sustainability, MDPI, vol. 10(9), pages 1-15, September.
    18. Asif Hussain & Francesc Fusté-Forné, 2021. "Post-Pandemic Recovery: A Case of Domestic Tourism in Akaroa (South Island, New Zealand)," World, MDPI, vol. 2(1), pages 1-12, March.
    19. Jelena Đurkin Badurina & Daniela Soldić Frleta, 2021. "Tourism Dependency and Perceived Local Tourism Governance: Perspective of Residents of Highly-Visited and Less-Visited Tourist Destinations," Societies, MDPI, vol. 11(3), pages 1-13, July.
    20. Bartosz Orzeł & Radosław Wolniak, 2022. "Digitization in the Design and Construction Industry—Remote Work in the Context of Sustainability: A Study from Poland," Sustainability, MDPI, vol. 14(3), pages 1-25, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:23:p:9926-:d:452181. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.