Tourism and marketing in Spain: Analysis of the situation and future perspectives

Abstract

The importance of tourism in Spain has not been accompanied by variety of marketing studies and research. In this paper the two great factors contributing to the slow development of tourism marketing in Spain are identified. On the one hand the youth of the discipline at international level and especially at national level. Secondly, the evolution of the market itself and the passive orientation of marketing. Next the contributions emanating from Spanish tourism marketing circles are reviewed and analysed in terms of their connection with lines of research emanating from the international literature. Finally, future research perspectives for tourism marketing are indicated.

Citation

Enrique Bigné Alacañiz, J. (1996), "Tourism and marketing in Spain: Analysis of the situation and future perspectives", The Tourist Review, Vol. 51 No. 1, pp. 34-40. https://doi.org/10.1108/eb058215