Gorka Zamarreño-Aramendia

Bio: Gorka Zamarreño-Aramendia is an academic researcher. The author has contributed to research in topics: Tourism & Rural tourism. The author has an hindex of 3, co-authored 4 publications receiving 17 citations.

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

Abstract: 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.

Social-Media Analysis for Disaster Prevention: Forest Fire in Artenara and Valleseco, Canary Islands

Abstract: This manuscript investigates the use of social media, specifically Twitter, during the forest fires in Artenara and Valleseco, Canary Islands, Spain, during summer 2019. The used methodology was big-data analysis through the Union Metrics and Twlets tools, as well as content analysis of posts related to the fires written by seven relevant accounts on the days when the fires were active, which was between 17 August and 26 September, when 9636.40 hectares were burned. The accounts selected for analysis were the following: Angel Victor Torres, autonomous president; Canary Islands Government; Civil Protection of Las Palmas; Military Emergency Unit of the Spanish Army; Delegation of the Spanish Government in the Canary Islands; Citizen’s Service of the Canary Islands Government; and the information account of the Security and Emergency area of the Canary Islands Government. The study concludes that the Canary Islands authorities did not use social media as a preventive element, but almost exclusively as a live-information channel. Future recommendations are presented for the management of social media during natural disasters.

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

Abstract: 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.

Strategic Management of the Malaga Brand through Open Innovation: Tourists and Residents’ Perception

Abstract: Territory brands are vehicles for transmitting the attributes that identify a geographical setting, they facilitate market positioning and can contribute to generating an opinion that determines the promotion strategies of a place. The investment decisions of both private companies and institutional bodies will be strengthened if residents and tourists’ perception is known, seeking to reconcile the interests of visitors and citizens with the aim of collaborating in the creation of the city’s tourism planning under the principles of sustainability, open innovation and co-creation of value. The methodology used for this research focuses on an empirical study, for which a sample of 780 individuals was designed so that the Malaga brand was subjected to analysis with criteria of innovative opportunity, applying constructs that were measured with existing and proven scales. The results allow us to identify that the Malaga brand is being built and managed on the basis of the cultural projection of the city and its image attributes. The ratings of tourists and residents will serve as a basis for improving the management of Malaga as a tourist destination by the institutions involved, taking into account the interest of open innovation. The conclusions of the research can be extrapolated to other geographical environments with similar levels of tourism development.

Transmission of Place Branding Values through Experiential Events: Wine BC Case Study

Abstract: Sustainability is to promote economic growth that generates equitable wealth for all without harming the environment, becoming one of the objectives that serve as a starting point for many place branding strategies. Cultural heritage, environmental sustainability, and the valorization of the territory are nowadays unavoidable elements to sustain brands. This research analyzes the transmission of place branding values through experiential events, as a formula for business improvement according to the principles of sustainable development. The research is focused on the case of wine in British Columbia (Canada). The methodology applied was based on a theoretical framework as a starting point for the study. From there, on the one hand, an analysis of the contents of the events carried out by the winegrowers of British Columbia during the harvest months in 2019 and 2020 has been carried out. On the other hand, interviews were conducted with relevant professionals and academics in the sector in order to determine the extent to which they meet the needs of promotion of the site, taking into account the impact on the sustainability of the territory. The results show the link between the events and the territory brand, which is a means to generate growth through wine tourism promoted by the wineries, thus revaluing the winegrowing landscape and, in general, the traditions of the place, among others. There is also a need to look for strategies that seek collaboration between the public and private sectors to improve the creation of integrated events that transmit the branding values of the place. Events are a tool to generate territory branding and can, if well-conceived, contribute to the sustainable development goals (SDGs). In the case study, the results show that the vast majority of events organized by BC wineries aim to promote place branding within the framework of sustainability. A methodology that could be applicable to other territories and countries.

Social Media and Students’ Wellbeing: An Empirical Analysis during the Covid-19 Pandemic

Abstract: Various forms of social media (SM) appear to be very popular among young people because they provide information and entertainment, including a wide range of web technologies such as blogs, wikis, online social networks, and virtual networks. SM plays a huge role in the lives of children and teenagers, especially during the COVID-19 pandemic, when the computer becomes not only a means of entertainment or leisure, but also a necessary and everyday means of education and communication with other people. Thus, COVID-19 has brought a radical change, not only in the daily schedule and leisure time of pupils and students, but also in the perception of the procedures used by this specific group in the online space. Through our own research, using structured interviews and a questionnaire, we examine the use of SM as a tool to promote sustainable well-being in a group of high school students from various schools in central Slovak Republic (formerly Czechoslovakia). The research confirms that during the pandemic, the use of SM by the young respondents contributes significantly to well-being. This is the case when SM is used by high school students as a tool in promoting: (1) personal interests; (2) motivation; (3) communication and interpersonal connectivity; (4) preferred forms of online education; and (5) online games. The article presents a set of recommendations regarding the use of SM as a tool for sustaining the well-being of young people during the pandemic.

Sustainable Development and Consumer Behavior in Rural Tourism—The Importance of Image and Loyalty for Host Communities

Abstract: In recent years, rural tourism has experienced a major boom; it was once a secondary type of tourism but has now become a significant alternative option within the Spanish economy. This type of tourism facilitates the sustainable development of the host communities and their surrounding areas, becoming an extra source of income in some cases, and the principal business in others. It is therefore important to ascertain which variables influence the behavior of rural tourists. The objective of this study is to demonstrate the influence on rural tourist behavior of destination image, both initial and final, as well as tourist satisfaction and loyalty to the area. Loyalty, which translates into repeat visits to the area and recommendations to third parties, promotes the sustainable development of rural areas. After an exhaustive review of the literature on the relevant variables, an empirical study was carried out using a questionnaire designed for tourists over 18 years old who visited the province of Soria (Spain) and stayed in a rural tourism establishment. This resulted in a total of 1658 valid completed questionnaires. A structural equation model was then drawn up to discover the relationships between all the variables. The results demonstrated the importance of destination image in the formation of the new image, and also showed that tourist satisfaction is the variable that most strongly influences loyalty to the tourist area. This study is a novel contribution to the study of sustainable development in rural areas since it focuses on tourist loyalty and its resulting benefits.

Use of Social Media Data in Disaster Management: A Survey

Abstract: Social media has played a significant role in disaster management, as it enables the general public to contribute to the monitoring of disasters by reporting incidents related to disaster events. However, the vast volume and wide variety of generated social media data create an obstacle in disaster management by limiting the availability of actionable information from social media. Several approaches have therefore been proposed in the literature to cope with the challenges of social media data for disaster management. To the best of our knowledge, there is no published literature on social media data management and analysis that identifies the research problems and provides a research taxonomy for the classification of the common research issues. In this paper, we provide a survey of how social media data contribute to disaster management and the methodologies for social media data management and analysis in disaster management. This survey includes the methodologies for social media data classification and event detection as well as spatial and temporal information extraction. Furthermore, a taxonomy of the research dimensions of social media data management and analysis for disaster management is also proposed, which is then applied to a survey of existing literature and to discuss the core advantages and disadvantages of the various methodologies.

Comparing Methods to Collect and Geolocate Tweets in Great Britain

Abstract: In the era of Big Data, the Internet has become one of the main data sources: Data can be collected for relatively low costs and can be used for a wide range of purposes. To be able to timely support solid decisions in any field, it is essential to increase data production efficiency, data accuracy, and reliability. In this framework, our paper aims at identifying an optimized and flexible method to collect and, at the same time, geolocate social media information over a whole country. In particular, the target of this paper is to compare three alternative methods to collect data from the social media Twitter. This is achieved considering four main comparison criteria: Collection time, dataset size, pre-processing phase load, and geographic distribution. Our findings regarding Great Britain identify one of these methods as the best option, since it is able to collect both the highest number of tweets per hour and the highest percentage of unique tweets per hour. Furthermore, this method reduces the computational effort needed to pre-process the collected tweets (e.g., showing the lowest collection times and the lowest number of duplicates within the geographical areas) and enhances the territorial coverage (if compared to the population distribution). At the same time, the effort required to set up this method is feasible and less prone to the arbitrary decisions of the researcher.

Digital Influencers, Food and Tourism—A New Model of Open Innovation for Businesses in the Ho.Re.Ca. Sector

Abstract: The choice of influencer marketing as an endorser for promoting products and services is becoming a more and more effective communication strategy of open innovation. Their use of social media platforms, such as Instagram, allows them to be reached by millions of followers all over the world. As a response to the economic crisis that affected Italy after the first wave of the COVID-19 pandemic, Chiara Ferragni, one of the most endorsed influencers worldwide, started a communication campaign with the aim to promote Italian food and tourist destinations (cities of art, seaside, ski and countryside locations, thermal baths, museums, galleries, hotels, etc.). This study analyses Chiara Ferragni’s activity and the dynamic of communication she used via her Instagram (IG) profile to enhance Italian tourist destinations and “local food & wine”. Specifically, it measured the contribution of local food used as an evocative factor in the appreciation of a tourist destination and its power in different contexts. Hundreds of posts on the influencer’s IG profile were observed using the netnographic analysis. Subsequently, the AGIL model (Adaption, Goal Attainment, Integration, and Latent pattern maintenance) was applied to measure the main dimensions of this communication campaign and its effectiveness to relaunch touristic catering sectors. The study offers a new model of open innovation for advertising and promoting food and catering businesses.