This paper seeks to highlight underlying issues of the tourism system that have led to tourism extremes of too much or too little tourism. Five phases are recognized that reflect different ways of dealing with too much tourism over time, after which the impact of a sudden lack of tourism is investigated in light of future renewal processes. This discussion highlights the remarkable capacity of the tourism industry to adjust to rapidly changing circumstances and crises, even when these cause anguish to individuals and within societies at large. The paper thus seeks to contextualize the current discussions regarding the transformation of tourism post COVID-19. It highlights the complexity of changing a tourism that multiple stakeholders depend on or have grown accustomed to. To come to a more balanced tourism, it is necessary to not only come up with alternative visions and strategies, but also to engage with the political economy nature of tourism development. A future research agenda should therefore also discuss facets of entangled power, social exclusion, inequalities and class differences to come to new reference points of what actually constitutes a more inclusive tourism success.

https://www.tandfonline.com/doi/pdf/10.1080/13683500.2021.1908967

The paradox of tourism extremes. Excesses and restraints in times of COVID-19

A brand can turn a geographical location into a landmark and influences the tourist planification of a city. Although the world tourist sector recognizes Malaga as The Coast of Sun, this analysis also reveals several more elements, which should be substantiated if a rebranding is carried out. If the brand is well managed, the residents’ perspective must be taken into account. Avoiding the seasonality and keeping the destination in the future will allow the sustainable development of the tourism in the city of Malaga. In order to achieve the goals set in this research, a descriptive methodology has been used. This study has been carried out using a questionnaire in which 1230 residents have participated. Indeed, the results show that Malaga brand is being built under the concept of culture and that some attributes are vital for the territory’s image. This encourages economic growth and hence employment. This paper offers important implications to both public and private institutions insofar as they promote tourism campaigns.

Sustainable Tourism and Residents’ Perception towards the Brand: The Case of Malaga (Spain)

Despite the growing importance of mobile tracking technology in urban planning and traffic forecasting, its utilization in the understanding of the basic laws governing tourist flows remains limited. Knowledge regarding the motivations and spatial behavior of tourists has great potential in sustainable tourism studies. In this paper, we combine social media (Twitter) and mobile positioning data (MPD) in the analysis of international tourism flows in Szeged, a secondary urban center in Hungary. First, the content of geotagged and non-geotagged Twitter messages referring to Szeged in a six-month period of 2018 was analyzed. In this way specific events attracting foreign tourists were identified. Then, using MPD data of foreign SIM cards, visitor peaks in the investigated period were defined. With the joint application of the social media and mobile positioning analytical tools, we were able to identify those attractions (festivals, sport and cultural events, etc.) that generated significant tourism arrivals in the city. Furthermore, using the mixed-method approach we were also able to analyze the movements of foreign visitors during one large-scale tourism event and evaluate its hinterland. Overall, this study supports the idea that social media data should be combined with other real-time data sources, such as MPD, in order to gain a more precise understanding of the behavior of tourists. The proposed analytical tool can contribute to methodological and conceptual development in the field, and information gained by its application can positively influence not only tourism management and planning but also tourism marketing and placemaking.

https://www.mdpi.com/2071-1050/13/5/2926/pdf

Combining Social Media and Mobile Positioning Data in the Analysis of Tourist Flows: A Case Study from Szeged, Hungary

The design of enotourist routes represents an opportunity for the sustainable development of rural territories. This qualitative study was structured in three parts to reach a cohesion model representing the academic literature, visitors, and winemakers. This research focused on the region of La Axarquia in Malaga (Spain) because of its wine and tourist tradition. In relation to the methodology, this study used content analysis techniques for the analysis of both the relevant literature and the questionnaires completed by all the winemakers of the territory, 60 tourists who visited the wineries, and the 10 most representative agents linked to the tourist development of this region. The findings provided a model with the elements to be taken into account in the creation of a wine route or itinerary in any destination of the world. The application of this model will contribute to the creation of new tourist policies that can move towards efficient progress of the region.

https://www.mdpi.com/2071-1050/12/21/9242/pdf

Key Elements for the Design of a Wine Route. The Case of La Axarquía in Málaga (Spain)

The certification of Malaga and Ronda wine route, within the model of certified wine routes in Spain, has given a new boost to wine tourism in Malaga. The study focuses on La Axarquia, located on the Eastern Costa del Sol in Southern Spain, which has been a reference point in the wine business since ancient times and has its own identity. This research aims at elaborating a diagnosis of the territory related to the possibilities offered by the area, from the perspective of the heritage resources and services provided by the winemakers outlining two efficient enotourism itineraries that enhance the value of the territory’s resources. The methodology used starts with the study of the territory in order to profile the existing resources, a task that was complemented by the analysis of the documentary sources required in order to understand the peculiarities of the territory. From there, a process of interviews was carried out between April and November 2019 with 100% of the winemakers and around 70% of the territory’s agents. The results of the research are specified in a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, which has allowed evaluating the possibilities of the enotourist development in La Axarquia, which is complemented with a proposal of two possible itineraries that will promote such development of the rural territory. The conclusions convey the possibilities of the territory of a tourist segment which puts its resources to good use and moves forward the deseasonalization and destructuring of tourism in Malaga, especially on the Eastern Costa del Sol, according to criteria of efficiency and profitability with wine as a reference, although it could be applied to other gastronomic and cultural resources linked to the tourist sector in other geographical areas.

https://www.mdpi.com/2227-7099/9/1/29/pdf

Sustainable Economy and Development of the Rural Territory: Proposal of Wine Tourism Itineraries in La Axarquía of Malaga (Spain)

The aim of this article is to analyze the social media effects on enotourism. Two territories of similar extension and with historical coincidences in their development have been selected: the Okanagan Valley, Canada, and the region of Somontano, Spain. Methodologically, an analysis of the content on Twitter has been performed, collecting 1377 tweets. The conclusion is that wineries create sentimental and experiential links with the users, avoiding commercial communications. Specifically, Okanagan wineries establish a relevant conversation network on Twitter based on the high percentage of responses, which is 31.3%, but this is not so in the case of Somontano, which is 12.8%. The tourist attractions most used to create a bond are the wine landscape and the gastronomy in the case of both territories. The tourism sustainability variable remains a minor matter in the emission of messages on Twitter.

https://www.mdpi.com/2071-1050/12/17/6705/pdf

Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

CINEMARHE es un proyecto docente, que utiliza el cine como herramienta para la ensenanza universitaria. El
presente articulo analiza la necesidad de una seleccion de material filmico, como medio de fomentar la
comprension de conceptos y el espiritu critico de los alumnos, en las asignaturas participantes de la experiencia,
que son Fundamentos de Marketing e Historia Economica. De igual modo, otorga a la figura del docente un
papel relevante, como vehiculo que canaliza el trasvase de conocimientos, adquiriendo el papel de guia y tutor,
abandonando el exclusivo papel de profesor instructor. El visionado de las peliculas elegidas y los cuestionarios
pasados a posteriori, han confirmado el interes de esta experiencia. La elaboracion de una encuesta, que concreta
los rasgos principales de los alumnos a traves del googel form, ha servido para definir el perfil del alumno y una
evaluacion de la experiencia multidisciplinar y transversal.

CINEMARHE un proyecto para la innovación educativa en la enseñanza universitaria del marketing y la historia económica a través del cine

Information technologies, Internet, political, social and cultural changes experienced throughout the world, and especially the phenomenon of globalization, have succeeded in redefining the concepts of mass communication. The digital paradigm and its diffusion has favored the recognition of any point of the planet. The price to pay in this process has been The Uniformity. And the problem of tourist destinations is that in the difference, the real thing is the competitive factor that allows us to position our product. At present, there is a clear search for tools to produce such differentiation and one of them may b e the “place branding ". However, in spite of the recent of this tool, we can speak of a past use of non conscious way from the touristic “desarrollismo” in the sixties through one of the tools of mass communication of the moment: the cinema.

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Málaga y la marca territorio en el cine del turismo del franquismo

Wine routes stimulates the sustainable local development of rural areas, their links with gastronomic tourism are a reality and the options that affect quality tourism will depend on how they are structured Malaga has a great potential because its wine tradition is well known, however, only works as route one particular subarea, without an conductive threat that provides with a global wine route to Malaga, in which the peculiarities of each of its wine- producing territorial demarcations are found This document tries to contribute a study, which analyzes the tourism that revolves around the route of the wine in Malaga, within the framework of the existing routes in Spain, specifying the features of the actual geographical area of both the Route of the Wineries of the Serrania de Ronda and its wines, and of the future route of the Malaga wines, collaborating with the economic development and the positioning of the Territory as a key to the future for a city that is known to get a "wine name"

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Rutas enológicas y desarrollo local. Presente y futuro en la provincia de Málaga

La presente contribucion pretende establecer la dinamica y la logica de la construccion y gestion de las marcas de ciudad en la actualidad, bajo el prisma del marketing turistico. Para ello se realiza un recorrido desde el ambito del territorio y sus valores, hasta descender al concepto de marca y su imbricacion con las ciudades del siglo XXI. En este trabajo se aborda las necesidades de las marcas asociadas a un espacio urbano o metropolitano, poniendo en valor las estrategias de posicionamiento y brandig. Esta estrategia es de capital importancia para que las ciudades compitan por el turismo. Por ello, analizaremos la influencia de la marca ciudad sobre el turismo y en especial se abordara el caso de Malaga.

/pdf/marca-terriorio-y-marca-ciudad-utilidad-en-el-ambito-del-3wx3lrbwl2.pdf

Gorka Zamarreño Aramendia

Papers

Effects of Social Media on Enotourism. Two Cases Study: Okanagan Valley (Canada) and Somontano (Spain)

CINEMARHE un proyecto para la innovación educativa en la enseñanza universitaria del marketing y la historia económica a través del cine

Málaga y la marca territorio en el cine del turismo del franquismo

Rutas enológicas y desarrollo local. Presente y futuro en la provincia de Málaga

Marca terriorio y marca ciudad. Utilidad en el ámbito del turismo: el caso de Málaga