El escenario Smart y sus derivadas en la estrategia de marketing online de los destinos turísticos. El caso de la Comunitat Valenciana

David Giner Sánchez () and Marco Antonio Celdrán Bernabeu ()
Additional contact information
David Giner Sánchez: Universidad de Alicante
Marco Antonio Celdrán Bernabeu: Universidad de Alicante

INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH, 2021, issue 51, 107-127

Abstract: The technological revolution has shaped a renewed tourism scenario characterised by an intensive use of technology throughout the travel cycle, which is evolving towards a context of smart management in which technologies associated with social media stand out, due to their influence on the strategy and operations of online marketing at the destinations. The new patterns of behaviour of supply and demand associated with social media now determine the image of destinations and influence their competitiveness, thus placing social media at the centre of marketing management of the entities responsible for promoting and managing the destination. Social media and the technologies that support it represent the main way to bring destinations closer to the smart destination model. This research approaches the current tourism scenario in order to understand its influence on the online marketing processes developed by tourist destinations. Specifically, and for a group of destinations in the Valencian Community, an applied analysis is carried out based on a social media measurement index.

Keywords: Social media; social media marketing; online marketing; smart destinations (search for similar items in EconPapers)
JEL-codes: L83 M15 M31 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://investigacionesregionales.org/en/article/e ... omunitat-valenciana/ Full text (application/pdf)

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:ris:invreg:0470

Access Statistics for this article

INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH is currently edited by Vicente Royuela Mora

More articles in INVESTIGACIONES REGIONALES - Journal of REGIONAL RESEARCH from Asociación Española de Ciencia Regional C/ Viladomat, 321 entresuelo - 08029 Barcelona, Teléfono y Fax: + 34 933101112, E-mail: info@aecr.org, Web: www.aecr.org, Web Investigaciones Regionales: www.investigacionesregionales.org. Contact information at EDIRC.
Bibliographic data for series maintained by IIRR-JORR ().