The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival

Eva M. Sánchez-Teba, Josefa García-Mestanza and Mercedes Rodríguez-Fernández
Additional contact information
Eva M. Sánchez-Teba: Department of Economics and Business Administration, Faculty of Economics and Business, Campus El Ejido s/n 29071, University of Málaga, 29017 Malaga, Spain
Josefa García-Mestanza: Department of Economics and Business Administration, Faculty of Tourism, Campus Teatinos, University of Málaga, 29017 Malaga, Spain
Mercedes Rodríguez-Fernández: Department of Economics and Business Administration, Faculty of Social and Labour Studies, Ampliación Campus Teatinos, University of Málaga, 29017 Malaga, Spain

Sustainability, 2020, vol. 12, issue 23, 1-15

Abstract: The digital era has radically changed the context in which the tourist service is delivered and experienced, changing the decision processes of consumer and company business models. It is necessary to contact the tourism services customer with non-intrusive techniques, at the beginning of their purchase process and accompany them until the final transaction. The main objective of this case study is to analyze the methodology of inbound marketing and show how The Costa del Sol Planning & Tourism Board could work on its sustainable customer relationship model under the concept of seducing the tourist by being pioneers in the application of this strategy to attract tourism after the pandemic caused by COVID-19. Conclusions of this study include measures to restore travelers’ confidence which will play an important role in attracting tourists after crisis. An inbound marketing strategy will provide a response as it is based on contact with the future tourist through highly specialized content.

Keywords: sustainable strategy of inbound marketing; customer focus; customer experience; digital marketing; smart destination; case study; COVID-19; Costa del Sol (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/12/23/9926/pdf (application/pdf)
https://www.mdpi.com/2071-1050/12/23/9926/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:23:p:9926-:d:452181

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().