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The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.

A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.

Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.

This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.

This research proposes to organise and distil this massive amount of data, making it easier to understand. Using data mining, machine learning techniques and visual approaches, researchers and managers can extract valuable insights (on guests' preferences) and convert them into strategic thinking based on exploration and predictive analysis. Consequently, this research aims to assist hotel managers in making informed decisions, thus improving the overall guest experience and increasing competitiveness.

This research employs natural language processing techniques, data visualisation proposals and machine learning methodologies to analyse unstructured guest service experience content. In particular, this research (1) applies data mining to evaluate the role and significance of critical terms and semantic structures in hotel assessments; (2) identifies salient tokens to depict guests' narratives based on term frequency and the information quantity they convey; and (3) tackles the challenge of managing extensive document repositories through automated identification of latent topics in reviews by using machine learning methods for semantic grouping and pattern visualisation.

This study’s findings (1) aim to identify critical features and topics that guests highlight during their hotel stays, (2) visually explore the relationships between these features and differences among diverse types of travellers through online hotel reviews and (3) determine predictive power. Their implications are crucial for the hospitality domain, as they provide real-time insights into guests' perceptions and business performance and are essential for making informed decisions and staying competitive.

This research seeks to minimise the cognitive processing costs of the enormous amount of content published by the user through a better organisation of hotel service reviews and their visualisation. Likewise, this research aims to propose a methodology and method available to tourism organisations to obtain truly useable knowledge in the design of the hotel offer and its value propositions.

In this article, the authors analyse a complex social process affecting historic public paths in rural areas in southern Spain. Despite the fact that urban populations are demanding the enhancement of this type of natural heritage for tourism, sports and recreational use, some parts of the network have been abandoned or usurped.

The study is multidisciplinary, comprising three interlinked studies. The cartographic study comprises an inventory of public paths in rural areas based on administrative sources. The legal study analyses local, regional and national regulations governing agricultural, environmental, heritage, sports and tourism uses of the infrastructure. The sociological study analyses social discourses on the uses of public paths, and identifies conflicts between farmers, landowners, environmentalists, sportspeople and tourists.

The preliminary results identified an important public paths network in Andalusia, approximately 160,000 km. The legal study found that there are laws regulating use, although local authorities do not monitor compliance or provide solutions to enhance management. The sociological study determined the attribution of environmental, cultural and economic value to public paths, but also the existence of conflicts between rural and urban populations.

Given that this is ongoing research, only state of the art and some preliminary albeit sufficiently consistent results are presented.

The results could help to guide public policy and governance of public paths.

Public paths promote rural development and a green/sustainable economy.

The research results and conclusions are original.

The objective of this study is to determine the efficiency of tourist accommodation companies located in the main tourist area of southern Europe as one of the three elements of the local sustainable development triangle.

The analysis, carried out using the data envelopment analysis (DEA) methodology on 130 companies, has obtained that from the CCR perspective (results-oriented method when companies present constant returns on the input variables).

The companies involved are quite inefficient, while which from the BCC perspective (where the input and output variables used in the company respond to a variable and not constant scale) are quite efficient. The efficiency of these companies in the seven provinces of Andalusia has also been analysed to determine if there are patterns that differentiate them and thus be able to propose strategies that improve the sustainability of these territories. The conclusions of the study indicate the need to improve the operational efficiency of rural accommodation companies.

The analysis of efficiency in the hotel sector and even more so in the rural tourism sector is relatively scarce in the literature, especially in Spain. More specifically, Rubio and Román (2006) have demonstrated the existence of scale inefficiencies in hotels, but no evidence has been found in previous studies that this behaviour carries over to accommodation establishments located in the destinations under study.

The shift toward a circular economy (CE) represents a collaborative endeavor necessitating the presence of efficient frameworks, conducive contexts and a common comprehension. This research serves as a pivotal stride towards this goal, presenting an exclusive prospect for the investigation and fusion of these frameworks, with particular emphasis on the Quintuple Helix Model (5HM), into a unified theoretical framework that underscores the core principles of the CE. This study is centered on three pivotal questions aimed at decoding the CE transition in specific regional settings.

Adopting an abductive approach firmly anchored in a two-stage qualitative process, this study specifically merges the foundational principles from institutional theory, entrepreneurship literature and CE frameworks to provide insights into the dynamics of circular ecosystems, with a specific focus on the Huelva region in Spain.

The findings demonstrate significant potential in the CE, ranging from the integration of product and service systems to innovations in eco-industrial practices. Yet, a notable deficiency exists: the absence of institutional entrepreneurs, highlighting the essential role that universities can play. As recognized centers of innovation, universities are suggested to be key contributors to the transformation toward a CE, aligning with their societal and economic responsibilities.

This study highlights the importance of managing relationships with entities like SMEs and policymakers or academia for effective CE adoption. Policymakers can refine strategies based on the research’s insights, while the impact of university-driven circular ecosystems on sustainable societies is another crucial area for research.

The sustainability models cited in CE literature may not be comprehensive enough to prevent problem shifting, and it can be argued that they lack a sound theoretical and conceptual basis. Furthermore, the connections between sustainability objectives and the three levels of the CE operating system remain vague. Additionally, there is insufficient information on how regions foster the involvement of the environment in fivefold helix cooperation and how this impacts the CE.

The aim of this research is to analyze the territorialization strategy developed by the Spanish brewing company Cruzcampo through its campaign #ConMuchoAcento (#With a strong accent) launched in January 2021.

The work is framed within the case study methodology. Semiotics will be the discipline used to establish the set of cultural units or signs that the company puts into play in its campaign #ConMuchoAcento.

Cruzcampo beer makes use of place branding by highlighting the Andalusian accent as a way of creating a unique positioning strategy. By doing so, the brewing company faces the issue of being associated with the negative Andalusian stereotype, sometimes regarded as if it were uneducated and low class. The use of dialectic must be seen as a step further in place branding strategy since it brings locality to the commercial message.

The social effects of the cultural units brought into play by the #ConMuchoAcento campaign remain to be analyzed, that is, the political dimension of this exercise of signifying agency of Andalusian culture. In other words, it remains to be seen how the accent represents that romantic Andalusian ideal of “authenticity” as that form of subjectivity at the margins of the cultural and rational organization of modern global capitalism.

This study is one of the first to be conducted on the multi-award-winning #ConMuchoAcento campaign. Furthermore, it will analyze the place branding strategy carried out by the brand from a semiotic perspective.

Heavy rainfall is one of the main causes of the degradation of historic rammed Earth architecture. For this reason, ensuring the conservation thereof entails understanding the factors involved in these risk situations. The purpose of this study is to research three past events in which rainfall caused damage and collapse to historic rammed Earth fortifications in Andalusia in order to analyse whether it is possible to prevent similar situations from occurring in the future.

The three case studies analysed are located in the south of Spain and occurred between 2017 and 2021. The hazard presented by rainfall within this context has been obtained from Art-Risk 3.0 (Registration No. 201999906530090). The vulnerability of the structures has been assessed with the Art-Risk 1 model. To characterise the strength, duration, and intensity of precipitation events, a workflow for the statistical use of GPM and GSMaP satellite resources has been designed, validated, and tested. The strength of the winds has been evaluated from data from ground-based weather stations.

GSMaP precipitation data is very similar to data from ground-based weather stations. Regarding the three risk events analysed, although they occurred in areas with a torrential rainfall hazard, the damage was caused by non-intense rainfall that did not exceed 5 mm/hour. The continuation of the rainfall for several days and the poor state of conservation of the walls seem to be the factors that triggered the collapses that fundamentally affected the restoration mortars.

A workflow applied to vulnerability and hazard analysis is presented, which validates the large-scale use of satellite images for past and present monitoring of heritage structure risk situations due to rain.

This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility.

The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour.

The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific.

This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.

Heritage landmarks and historical values often coexist with places and regions of remarkable environmental and landscape wealth. This article studies their capacity to generate global understanding of their territory through the creation of cultural routes. The proposed methodology is verified through the study of the defensive features of the ancient Nasrid Kingdom, the last Islamic territory in the Iberian Peninsula from the thirteenth to the fifteenth century, which shaped the Spanish region known as the Kingdom of Granada until the nineteenth century.

To assist in the proposal of new routes, a precise collection of physical data (topography, landmarks, resources, population centres …), existing public paths and protected natural sites was carried out. Those cultural routes relevant to the area of study were also selected and mapped through GIS. A set of indicators prioritised through an analytic hierarchy process (AHP) have evaluated the proposed itineraries.

The methodology enables the integral evaluation of parameters such as natural heritage, existing paths networks, defensive architectural heritage (watchtowers), existing cultural routes or proximity to basic services. The methodology's application allows an index to be obtained that quantifies the global implications of these parameters in the design of new itineraries. This leads to the development of a network with its own narrative that provides a historical, environmental and cultural meaning.

Watchtowers in this region have previously been studied as isolated and locally relevant architectural features. This work studies them from an overall perspective, considering each tower as a piece of a complex defensive and territorial system. Cultural routes arise from this joint interpretation as tools to restore and highlight the interrelationship between architectural heritage and territory and people.