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Factores a considerar en la gestión de marketing del turismo rural. Cómo integrar turismo, marketing y medio ambiente en aras de un desarrollo sostenible

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  • Mediano Serrano, Lucía

Abstract

El aprovechamiento del medio rural para llevar acabo actividades turísticas no es algo nuevo en España. Sin embargo, no es hasta mediados de los 80 cuando el turismo rural empieza a tener un desarrollo mayor, apreciándose un crecimiento de la oferta, a medida que lo hacía la demanda. Este trabajo se circunscribe a este área y pretende determinar bajo qué circunstancias debe desarrollarse la gestión del marketing en este tipo turismo y establecer en qué medida sus peculiares características influyen en las actuaciones de las empresas en el ámbito rural.

Suggested Citation

  • Mediano Serrano, Lucía, 2001. "Factores a considerar en la gestión de marketing del turismo rural. Cómo integrar turismo, marketing y medio ambiente en aras de un desarrollo sostenible," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:10989
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