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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.

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 study aims to identify how restaurants can effectively initiate communication via social media to promote ethical dining behaviors. This research investigates the psychological mechanism of how the matching effect of color and a sustainability activity influence customer attitude toward a restaurant and the role of perceived credibility and green image.

Two experimental studies were conducted. Study 1 used a 2 food source (non-sustainable vs sustainable) × 2 color consistency (inconsistent vs consistent) factorial design (n = 231). Study 2 used a 2 food origin (world-famous vs locally renowned) × 2 color consistency (inconsistent vs consistent) factorial design (n = 220).

The results indicate that the matching effect from the marketing effect of sustainability significantly promotes customer attitudes and visit intentions when background color is consistent. An unexpected matching effect was found between a non-sustainable restaurant using world-famous food with its associated color. This research demonstrates a moderation effect of credibility and a mediation effect of green image to explain the ethical decision-making process for customers.

The findings provide suggestions for restaurant marketers to effectively advertise sustainability initiatives and practices using color as a marketing tool via social media.

This research is one of the earliest studies to investigate the effect of color consistency with primary information to demonstrate how consumers respond to restaurant sustainability in social media messages using local food.

Source credibility is a key influencing factor across both commercial and social marketing. It is perhaps even more important for the latter given that the issues under consideration generally have substantial implications for both individual and societal health and well-being. The Act-Belong-Commit campaign is a world-first population-wide application of social marketing in the area of positive mental health promotion. This study aims to focus on the perceived credibility of the Act-Belong-Commit campaign as a source of information about mental health as a predictor of three types of behavioural responses to the campaign: adopting mental health enhancing behaviours; seeking information about mental health and mental health problems; and seeking help for a mental health problem.

A state-wide survey was undertaken of the adult population in an Australian state where the Act-Belong-Commit campaign originated. The survey included measures of the above three behavioural responses to the campaign and measures of respondents’ perceptions of Act-Belong-Commit’s source credibility. Logistic regression analyses were performed to determine whether the three behavioural responses can be predicted based on perceived source credibility. The predictive performance of the model was examined by receiver operating characteristic curve analysis.

Greater perceived source credibility was significantly associated with having done something for their mental health and for having sought information, and an increased likelihood, but not significantly so, of having sought help for a mental health problem.

Despite the acknowledged importance of source credibility, there has been little published research that the authors are aware of that has looked at the impact of such on the effectiveness of social marketing campaigns. To the best of the authors’ knowledge, this is the first published study of the association between source credibility and behavioural response to a social marketing campaign.

This paper aims to measure the intention to use digital marketing strategies to enhance the performance of tourism business as well as the extent of digital renovation applications in tourism for sustainable business in a new normal era.

This paper is an insight from the existing relevant literature on the tourism business from time immemorial. The conceptual framework of this study is designed based on previous studies of digital marketing practices for tourism businesses. Furthermore, data were collected from 270 respondents, of which the valid response rate is 72.97%. Partial least square (PLS)-structural equation modeling (SEM) is used to validate the conceptual framework and hypotheses testing.

Among the nine hypotheses path, seven were supported. This study result shows that perceived usefulness, perceived ease of use, social media marketing and tourism business performance are critical factors for adopting digital marketing in tourism. Thus, tourism service providers' intention has a positive impact to meet the expectation of tourists and adoption of digital marketing.

The study's results will assist tourism researchers and service providers in understanding an authentic relationship between digital practices of tourism business and tourist satisfaction. In addition, the legacy of tourism business through digital marketing empowers the owner and community.

The study is the first to explore the relationship between tourism business performance and digital marketing during the new normal era for the empowerment of local community and expanded business in tourism sector.

This study aims to draw observations on the current status and potentials of the Philippines as a farm tourism destination and identify the underlying factors that inhibit farm tourism development. It intends to gauge the challenges that Filipino farmers face in diversifying farms and operating farm sites and uses these challenges in crafting strategies and policies for relevant stakeholders. It also provides Philippine farm tourism literature to address the limitations of references in the topic.

The study adopts an exploratory type of inquiry method and secondary data collection from various sources, such as published journal articles, news articles and reports, to gain insights and relevant information on farm tourism. The study also uses a threats, opportunities, weaknesses and strengths analysis approach to develop competitive farm tourism strategies.

The Philippines, with vast agricultural land, has the necessary base for farm tourism, and the enactment of the Farm Tourism Development Act of 2016 bridges this potential. With low agricultural outputs, the country draws relevance for farm tourism as a farm diversification strategy to supplement income in rural communities. While having these potentials, crucial initiatives in physical characteristics, product development, education and training, management and entrepreneurship, marketing and customer relations and government support must be implemented. Farmers' lack of skills, training and capital investment potential to convert their farms into farm tourism sites serves as the major drawback. Thus, developing entrepreneurial and hospitality skills is crucial.

This work presents a historical narrative of initiatives and measures of the Philippine farm tourism sector. It also provides a holistic discussion and in-depth analysis of the current state, potentials, strategies and forward insights for farm tourism development.

Aligning corporate communications through different information sources is a great challenge for marketers, especially those operating in the tourism sector, which has been harshly affected by the recent COVID-19 pandemic. This paper provides a deep analysis of the implementation of seven basic principles of the integrated marketing communications (IMC) paradigm in a crisis situation.

In-depth interviews with tourism and hospitality service providers were conducted in the fourth quarter of 2021 in Croatia, a destination that showed remarkable results in terms of the number of international tourist arrivals during the pandemic.

Most firms successfully transitioned from tactical to strategic IMC implementation. Some problems were reported in the coordination of communication tools and channels. Whereas the use of digital technology was enhanced, database management did not receive sufficient attention. Message clarity represented the greatest challenge, while consumer-centric communication was the most neglected principle. Relationship building was pursued mainly through B2B rather than B2C communication, whereas brand equity development pursued through communication mix mostly focused on increases in awareness, perceived quality and attitudinal loyalty.

This research is qualitative in nature and provides opinions on IMC adoption from the managerial perspective only.

This paper provides guidelines for the successful integration of marketing communications (marcom) in an extremely ambiguous and uncertain environment.

The contribution of this work lies in the proposal of a new refined and expanded theoretical framework of IMC principles and numerous marcom strategies for operating during the COVID-19 pandemic, thus providing relevant implications for academia and industry.

This study aims to investigate the comparative importance of factors influencing the customer shift behavior from conventional to Islamic banking for consumer finance in Pakistan.

First, a comprehensive analysis of the existing literature was conducted to identify a broad range of factors related to customer shift behavior. Through an expert sampling, 14 essential factors were chosen for further investigation. Second, a questionnaire was developed using the analytical hierarchy process (AHP). This questionnaire was then distributed among customers who had previously been using conventional banking services but had made a shift toward Islamic banking. The purpose of this questionnaire was to gather data and insights regarding their motivations and decision-making process behind the shift, and a sample 215 customers are taken in the study.

The results of AHP depicts that the religiosity is a most important factor influencing customers to shift from conventional to Islamic banking, and the second most important factor is pricing. The other subsequent important factors are reputation of the bank, marketing and promotion, service quality, behavior of banks staff, Shariah compliance, management, convenience, fastness and charges/fees. Whereas documentation, ambiance and recommendation are found least important factors to patronize Islamic banking.

The study recommends Islamic banks to create awareness, concentrating on religious factor to have a greater impact on growth of Islamic banking and shrinking of conventional banking. Further, it suggests Islamic banks to apply Shariah-recommended approach of doing business, to help community in best possible way and to launch differentiated marketing techniques to attract customers. It also proposes regulatory authorities to provide facilitation to Islamic banking business by providing level playing field similar to conventional banking, tax equality and conversion of public financing from conventional banking to Islamic banking.

The originality of this study lies in its comprehensive analysis of factors influencing consumer shift behavior from conventional to Islamic banking in the context of consumer finance in Pakistan. By using the AHP, the study provides a structured approach to understanding the relative importance of these factors. This is the uniqueness of the paper that it applies the AHP for the analysis. Furthermore, the study offers practical implications for Islamic banks and regulatory authorities to effectively address and capitalize on this consumer shift trend.

This paper aims to clarify the effect of discount discrepancy (DD) on consumers’ purchase intention (PI). The authors propose, test and provide evidence and explanations about the moderation of justification in the relation between consumers’ perceived DD and PI.

The authors conducted three experimental studies with a 2 × 2 factorial design, focusing on consumers’ processing of price discounts. Participants were informed that this study aimed to gather opinions on fashion, clothing and retail sales promotions. They accessed the questionnaire via Qualtrics. Each participant took part in only one study. The experimental conditions were manipulated through scenarios.

Study 1 tested and supported the moderation of justification on the effect of DD on PI. Study 2 tested and supported the moderation of the type of justification for the effect of DD on PI. Study 3 confirmed the findings in Study 2 and revealed the more effective type of justification.

The authors focused on a typically hedonic product category (fashion clothing). Further research should include a wider variety of goods and services, which could lead to different explanations or generalizations.

Sales promotions must refrain from generating DD between the initial price discount and the subsequent smaller discounts. Practitioners must evaluate the gains of an initial, more considerable percentage discount to attract consumers to the store and sell them other products versus the cost of losing sales because of DD. Management should recognize the importance of giving the correct justification for perceived DD, aligning the firm’s justification with the consumer’s motivation to buy the product.

The authors offer subsidies for effective consumer protection policies.

By studying the influence of justification on the effect of DD on PI, the authors propose a mechanism that would reduce the negative effect of DD on consumers’ PI.

This study aims to investigate the effectiveness of two types of social media videos used for destination image development: induced/commercial-oriented content and organic content (where content is made without commercial interest, such as vlogs classified as user-generated content).

Experimental research using “Emotive EEG” (electroencephalogram) in a controlled environment was conducted with 30 participants (20 males, 10 females), age range 18 to 26. Emotive EEG recording was performed while the participants watched both types of video clips. Test results for both groups indicate that induced content is preferred over organic content.

This study opens up future research avenues where neuromarketing’s “Marketer Friendly” EEG equipment can be applied to the customer selection process.

Marketing analysts can gauge the interest and response of customers on different types of social media video content for destination marketing based on the findings of this study.