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El escenario Smart y sus derivadas en la estrategia de marketing online de los destinos turísticos. El caso de la Comunitat Valenciana

Author

Listed:
  • Giner Sánchez, David

    (Universidad de Alicante)

  • Celdrán Bernabeu, Marco Antonio

    (Universidad de Alicante)

Abstract

The technological revolution has shaped a renewed tourism scenario characterised by an intensive use of technology throughout the travel cycle, which is evolving towards a context of smart management in which technologies associated with social media stand out, due to their influence on the strategy and operations of online marketing at the destinations. The new patterns of behaviour of supply and demand associated with social media now determine the image of destinations and influence their competitiveness, thus placing social media at the centre of marketing management of the entities responsible for promoting and managing the destination. Social media and the technologies that support it represent the main way to bring destinations closer to the smart destination model. This research approaches the current tourism scenario in order to understand its influence on the online marketing processes developed by tourist destinations. Specifically, and for a group of destinations in the Valencian Community, an applied analysis is carried out based on a social media measurement index.

Suggested Citation

  • Giner Sánchez, David & Celdrán Bernabeu, Marco Antonio, 2021. "El escenario Smart y sus derivadas en la estrategia de marketing online de los destinos turísticos. El caso de la Comunitat Valenciana," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, issue 51, pages 107-127.
    • Handle: RePEc:ris:invreg:0470
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    References listed on IDEAS

    as
    1. Gretzel, Ulrike, 2018. "From smart destinations to smart tourism regions," INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, Asociación Española de Ciencia Regional, issue 42, pages 171-184.
    2. Crouch, Geoffrey I. & Ritchie, J. R. Brent, 1999. "Tourism, Competitiveness, and Societal Prosperity," Journal of Business Research, Elsevier, vol. 44(3), pages 137-152, March.
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    More about this item

    Keywords

    Social media; social media marketing; online marketing; smart destinations;
    All these keywords.

    JEL classification:

    • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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