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Marketing geográfico: aplicación del juego smartmax para la conceptualización de un destino turístico

Author

Listed:
  • Francisco Javier de la Ballina Ballina
  • José Alberto Farpón Miragaya

Abstract

En el sector retail y en el turístico la fusión del marketing geográfico resulta fundamental. Este trabajo estudia las dificultades de concepción del destino turístico, proponiendo el conocido juego de nodos y conectores imantados, SmartMax, como un nuevo procedimiento de definición y de gestión. Las atracciones y los servicios turísticos, por una parte, y los flujos conectores, por otra, son las piezas fundamentales para comprender el concepto de destino que cada turista monta según su criterio personal, es el paradigma de la co-creacion experiencial. El modelo es probado empíricamente para definir el caso de Gijón (España), mediante análisis cuantitativos multivariables, demostrando su capacidad para adaptarse a las distintas tipologías de destino.

Suggested Citation

  • Francisco Javier de la Ballina Ballina & José Alberto Farpón Miragaya, 2018. "Marketing geográfico: aplicación del juego smartmax para la conceptualización de un destino turístico," DOCFRADIS Working Papers 1805, Catedra Fundación Ramón Areces de Distribución Comercial, revised Jul 2018.
    • Handle: RePEc:ovr:docfra:1805
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    More about this item

    Keywords

    Marketing Geográfico; Destino Turístico; Flujos; Modelización Estadística.;
    All these keywords.

    JEL classification:

    • L22 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Firm Organization and Market Structure
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics

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