Positioning Axes of Sustainable Tourist Destinations: The Case of Aragón

Miguel-Ángel García-Madurga, Miguel-Ángel Esteban-Navarro, Juan-Francisco Delgado- de Miguel and Tamar Buil-López Menchero
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Miguel-Ángel García-Madurga: Department of Business Administration, Betancourt Building, Campus Río Ebro, University of Zaragoza, 50018 Zaragoza, Spain
Miguel-Ángel Esteban-Navarro: Department of Documentation Sciences and History of Science, University of Zaragoza, Calle de Pedro Cerbuna, 12, 50009 Zaragoza, Spain
Juan-Francisco Delgado- de Miguel: Department of Marketing, Esic Business & Marketing School, Vía Ibérica, 28, 50012 Zaragoza, Spain
Tamar Buil-López Menchero: Department of Marketing, Esic Business & Marketing School, Vía Ibérica, 28, 50012 Zaragoza, Spain

Sustainability, 2019, vol. 11, issue 18, 1-18

Abstract: The purpose of this research is to determine the optimal positioning strategies of Aragón as a sustainable tourist destination. An exploratory research is carried out based on the analysis of statistical information sources, the identification of global and multisectoral macro-trends with direct impact on the evolution of the tourist sector, and the use of the qualitative technique of the focus group. The main and secondary axes to provide a basis for the positioning strategy of the autonomous community are presented as a result.

Keywords: sustainable tourism; positioning; destination marketing; tourist intelligence (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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