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This paper aims to study the competition problems and market failures in the Canary Islands and propose an alternative management model for the telecommunication transmission network. This model is based on a wholesale-only open-access transmission network, available to all the retail service providers of this region, and managed by a unique entity subject to regulation with cost-based prices. The proposal hopefully will help to debate about the implementation of certain regulatory models in the network industries, concerning telecommunication submarine cables connecting archipelagos.

An empirical approach has been used, based on the observation and analysis of the regulatory policies applied to the wholesale transmission networks in the Canary Islands, Azores and Madeira archipelagos.

Results show a persistent margin squeeze situation on the retail broadband market in the Canary Islands, due to the pricing strategy on the Spanish mainland-Canaries wholesale market, which is, in turn, delaying the entry of alternatives and the level of development and efficiency of competition. The risk of duopoly collusion is also present on this wholesale market. Additionally, public aids will be needed to replace the systems connecting with the non-capital islands and to provide redundancy to El Hierro. The alternative proposal might help preventing the above. Eventually, several insights are considered for further investigation.

Little attention has been paid to this topic in the literature, regarding the analysis of regulatory policies applied over fiber optic submarine cable infrastructures in fragmented territories like archipelagos. Consequently, an empirical analysis has been accomplished to emphasize this research work, based on the regulatory policies adopted.

This paper aims to study the results of the public aid programmes, through supply-side subsidies, for ultra-fast next generation access (NGA) broadband deployment that have been developed in The Canary Islands since 2013. These findings will, in turn, hopefully help the policymakers of archipelagos define their own ultra-fast broadband development plans.

An empirical approach has been used, based on the observation of the historical results obtained in the archipelago and the way broadband was diffused throughout the territory.

Results show that the broadband has developed asymmetrically in the archipelago, which, in turn, has caused the onset of a triple spatial digital divide. It was also observed that some aspects of the current way that such programmes are created and, consequently, the way that public funds are allocated, that could be improved and might help prevent geographical discrimination. Lastly, several insights have been presented for further investigation.

A large amount of scientific research has been carried out studying ultra-fast broadband NGA networks deployment. Less literature can be found on this topic when considering the specificities of fragmented territories like archipelagos. This paper tries to contribute with some empirical insights about such specific scenarios.

This paper discusses plausible future scenarios for small and medium tourism enterprises (SMTEs) in the “sun, sea and sand” destination of the Canary Islands (Spain) and assesses to what extent they are prepared to adjust to market changes and technological developments in the light of both sudden disruptions and long-term shocks.

A scenario analysis was made based upon expert interviews, leading to a 2 × 2 scenario matrix.

Although regional, national and European strategies advocate digital transformation as a step towards building resilience and towards a more sustainable future, this study identifies two major uncertainties that can put that transformation at risk: a change of the traditional “sun, sand and sea” visitor to a more conscious, individual and inquisitive traveller or “Promad”, and the business culture of SMTEs.

Resilience for sudden and for slow-paced disruptions poses different challenges for SMTEs. Their next step in the digital transformation must take them form marketing and sales-oriented e-business to growing interconnectivity and innovation across supply chains.

A market change towards the “Promad” type of traveller causes at least a temporary mismatch of demand and supply. As many SMTEs miss either the knowledge or the resources to invest in digital transformation, the process will depend on support and coordination at destination level.

The study identifies, with the example of the Canary Islands, the difficulties for destinations and individual businesses in making the envisioned transition of mass tourism to more competitive forms of tourism with a smaller ecological footprint.

The seasonality in the behavior of travelers is something that goes back to the origin of the trips themselves. This seasonality is due to multiple factors, some easy to counteract and others difficult to solve. But, regardless of the causes, it is a phenomenon that generates significant negative impacts on society and the environment in which the phenomenon of tourist seasonality occurs. All tourist destinations have seasonality, but in some cases, it is very high and in others it has a minimal incidence. The objective of this chapter is to ponder the impacts and consequences of seasonality in regions with a strong tourism development, allowing to put into context the aspects of society impacted by this phenomenon and the positive implications that the reduction of seasonality would have. For this, an analysis of a theoretical model with two regions in opposite situations is carried out, raising the possible effects of a high seasonality. The cases of the Balearic Islands and the Canary Islands are also reviewed, as real examples of the regional typologies taken into consideration in the theoretical model. This seeks to ponder the problems attributable to seasonality. As a final reflection, the enormous typology of negative impacts generated and the need to continue analyzing the seasonality and its impacts are emphasized.

With a wine history that dates as far as the fifteenth century, and includes exports of highly valued wine products, the Canary Islands illustrates the case of a region with a splendorous wine trading past. While the potential of the uniqueness of local wines still exists, little is known about consumer patterns, and perceptions of Canary Islands wines among the local consumers. The purpose of this paper is to address this area of research, focusing on the case of La Palma Island.

An online questionnaire was designed to investigate both local and outside consumers. A total of 378 respondents, predominantly local residents, participated in the study.

The potential of the local wines to become a valuable resource is identified in various ways. In particular, many respondent comments highlight the uniqueness of some of the local wines, including the Albillo, Malvasía, and “vino de tea”. In comparing various respondent groups to their wine perceptions and experiences with local wines, the findings also identify strengths, and areas of improvement, not only for those involved in wine production, but also for the island’s wine tourism.

The potential for the local designation of origin to maximise the uniqueness, historic value, and other valuable elements of the wines is highlighted. In addition, given the importance of tourism in this and other islands, opportunities exist for the local wines to be a highlight in visitors’ and local residents’ leisure pursuits, particularly through the organisation of special events, winery visitations, and the establishment of wine trails.

This exploratory research on La Palma Island’s consumers seeks to address a knowledge gap about a region where, albeit a very rich wine history, wine consumer research has been very limited.

The Spanish wine sector has gained ever greater relevance not only in economic terms but also from a social and environmental perspective. One Spanish region with a deeply rooted history of growing and producing wine is the Canary Islands, and specifically the island of Tenerife. The wine sector there has undergone notable evolution since the end of the past century. The main aim of these changes has been to improve the quality of Canarian wines, although it is also crucial to design marketing strategies that contribute to maintaining and increasing market share. In this context, it is essential to improve our knowledge of wine consumption among the population, especially given the scarcity of studies that analyze consumption preferences. Thus, the aim of this study is to identify wine consumption profiles.

This study uses data from a survey carried out on a representative sample of 1,028 Tenerife residents. Discrete choice models are estimated to identify profiles of wine consumers.

The main results show that the probability of consuming wine is the greatest among adult men compared to a lower consumption by younger individuals and women. Furthermore, it was shown that the probability of occasional consumption increases with higher educational levels.

This study examines in depth the individual factors that influence decisions on wine consumption (frequency and amount) in Tenerife (Canary Islands), which has a wine-growing landscape that produces several unique grape varieties. The study quantifies the probability of wine consumption depending on resident individuals’ sociodemographic characteristics. Thus, it contributes to a greater understanding of demand and consumption patterns in the island´s wine sector and allows comparisons to be made with studies for other geographical areas. It is, therefore, a valuable framework for designing targeted marketing strategies to increase consumption and attract demand from potential consumers with specific characteristics.

This chapter presents a global insight of the processes used in Lanzarote of Spain, a typical mass tourism destination which has combined growth with environmental protection and political commitment to sustainability. Tourism has been the key element of the development of the Canary Islands and helped in the construction of cultural identity and current social dynamics, as well as being the main source of direct and indirect economic resources. However, a detailed analysis reveals the paradox of tourism development and a progressive increase of the economic dependency of the industry, limited by the action of the local population who has seen improvements in their standard of living due to the implementation and development of tourism.

The purpose of this chapter is to evaluate and discuss the factors that underpin tourists' perceptions of anti-COVID-19 practices in tourist accommodations and destinations, as well as in tourists' experience, satisfaction and behaviour, in order to make recommendations for managers at hotels and tourist destinations.

A survey at tourist accommodations in the Canary Islands was conducted to collect data, and 431 questionnaires were part of the final analysis. The data were analysed with the SPSS27 statistical processing software. Various multivariate techniques such as correlation analysis and factor analysis were used to analyse the data.

The results reveal that anti-COVID-19 practices at the accommodation are the most important for tourists to feel safe in their visit to the destination. The most important factors in the tourists' experience during the pandemic are those related to communication and behaviour. Satisfaction after COVID-19 is perceived higher if places or items for cleaning and disinfestation are provided to tourists and rooms are naturally ventilated, while intentions to visit after COVID-19 are highest to visit local destinations.

The results of the research will support scholars and practitioners to recognise the importance of factors that influence anti-COVID-19 practices, tourists' experience, satisfaction and behaviour during the pandemic. In addition, the research offers policy recommendations for maximum benefits for the tourism industry in the Canary Islands and others tourist destinations.

The chapter was an original primary and exploratory study that surveyed tourists to determine their perceptions of anti-COVID-19 practices, experience, satisfaction and behaviour during the pandemic. The results reveal the most important factors in the construction of the analysed variables, and may be used as a starting point for further hospitality marketing research.

An official destination website (ODW) is a key component for tourist’s decision-making processes. ODW acts as a direct channel where users may share experiences and opinions about previous or future travels. At the same time, it drives user participation in destination branding activities. In this context, it is crucial to identify how the destination website, using Web 2.0 technologies, could motivate user’s participation with the brand. The purpose of this paper is to propose and evaluate a model that posits the destination website quality as a determinant factor to predict users’ attitudes toward the website and their willingness to participate in co-creation experiences.

Using a combined qualitative and quantitative method, this paper provides an exploratory research that examines the role of destination website quality on attitudes toward the website and the willingness to participate in online co-creation experiences.

Findings confirm that there is a direct and significant relationship between website quality, attitudes toward the website and willingness to participate in online co-creation experiences. Moreover, attitudes toward the website partially mediate relationships between destination website quality and willingness to participate in online co-creation experiences.

The literature of value co-creation is trying to identify which factors drive consumer’s participation with brands across different consumption contexts. This study provides evidence that confirms, from a tourism destination website point of view, that website quality is one of these key factors that motives user’s co-creation with a destination.

This study aims to demonstrate the derivation of social sustainability metrics that guide the decision-making of hotel managers regarding sustainability strategies based on the case study of Hotel Tigaiga in the Canary Islands, using a noninstrumental approach of the stakeholder theory.

The analytic–synthetic method of integrated social value (ISV) was used. Data were collected through semi-structured interviews with the stakeholders’ representatives, direct observations and relevant documents.

Metrics referring to hotel outputs valued by stakeholders and expressed in monetary terms were obtained.

The findings cannot be directly applied to a similar hotel. Applying the ISV model to a set of similar hotels to standardize outputs and proxies is necessary.

The results can guide efforts to increase the effectiveness and efficiency of Hotel Tigaiga’s social sustainability strategies.

Research on measuring the sustainability of hotels in terms of generating maximum value for society is limited. This study is unique because it demonstrates the process of deriving comprehensible indicators to guide hotel managers toward social sustainability.