Search results

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

This chapter offers a reflection in the form of a three-way dialogue, exploring how peer mentoring supports our aim to contribute to the delivery of two interconnected Sustainable Development Goals (SDGs): 3 (Health and well-being) and 11 (Sustainable cities and communities). These goals have been a constant in our practices (as heritage, public health and education professionals), and working together has been pivotal to achieving goals. The reflection is based on the collaborative experience of the three authors since 2016, recognizing how mentoring has shaped the different projects we have imagined and delivered together. Our reflection and experience engage with the notion of ‘authentic mentoring’, whereby we support each other and contribute to each other's gaps in knowledge and practice. This has occurred in a very informal and organic way, outside of more traditional definitions of mentoring, where a certain hierarchy of knowledge transmission is usually expected. This chapter narrates our collaborations across various projects and focuses on the most recent one, Outreach to Ownership (O2O) (2023), delivered for Historic England using Participatory Action Research (PAR) and Student as Partners (SaP) as our main philosophical and methodological frameworks. The O2O project allowed us to reflect on how we worked together and with our students. The students' role has evolved from peer mentors and mentees to authentic collaborators.