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Cultural Tourism in a Post-COVID-19 Scenario: The French Way of Saint James in Spain from the Perspective of Promotional Communication

Author

Listed:
  • Clide Rodríguez-Vázquez

    (Faculty of Economics and Business, University of A Coruña, Campus de Elviña, s/n, 15071 A Coruña, Spain)

  • Pablo Castellanos-García

    (Department of Applied Economics, University of A Coruña, 15071 A Coruña, Spain)

  • Valentín Alejandro Martínez-Fernández

    (Department of Business, University of A Coruña, 15071 A Coruña, Spain)

Abstract

Tourism has been one of the sectors most affected by the COVID-19 pandemic. One of the side effects of the pandemic is the demand for safe and quiet spaces, giving rise to the search for a new lifestyle, “slow living”, which could represent an opportunity for cultural tourism. In this context, the main objective of this article is twofold: (i) to establish the relevance of cultural tourism for residents in Spain for the autonomous communities along the French Way of Saint James and (ii) to determine their behaviour on their institutional tourism promotion websites. For our analysis, we use equality of means tests and ANOVA (for data from 2002–2020), as well as measures of positioning, engagement, origin of the audience and access devices (for data from 2020–2021). The main conclusion is that the Way of St. James does not act as a driving force for cultural tourism, even though the websites of tourism promotion organisations have experienced a remarkable growth in their use. This article develops an original relation of cultural tourism through an analysis of the French Way of St. James in Spain and the web positioning of official tourism promotion organisations before and during COVID-19.

Suggested Citation

  • Clide Rodríguez-Vázquez & Pablo Castellanos-García & Valentín Alejandro Martínez-Fernández, 2023. "Cultural Tourism in a Post-COVID-19 Scenario: The French Way of Saint James in Spain from the Perspective of Promotional Communication," Societies, MDPI, vol. 13(1), pages 1-17, January.
    • Handle: RePEc:gam:jsoctx:v:13:y:2023:i:1:p:16-:d:1028558
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    References listed on IDEAS

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