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The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer.

This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed.

According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites.

Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid.

This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism.

The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid.

The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.

This paper aims to better understand how business model innovation (BMI) occurs in the context of sustainable entrepreneurship, emphasizing the dialectical nature of entrepreneurial relationships. To do so, key interdependencies and reciprocal influences between internal/firm-specific and external/environmental factors underlying BMI for sustainability are analysed through co-evolutionary lenses.

A co-evolutionary framework is developed and applied to a longitudinal business model (BM) analysis of 15 Italian widespread hotels, which creatively use historic villages at risk of abandonment to establish their hotels.

Largely influenced by the interplay between internal and external factors, BMI of widespread hotels occurs through multilevel co-adaptations, which are recognised as virtuous by all stakeholders involved. Effective variations of the BM value elements are selected resulting in circular economy practices, which are retained for successful BMI, radical (first) and incremental (thereafter). Knowledge of specific local and multi-local conditions, time awareness and a future-oriented temporal perspective, by both entrepreneurs and policymakers, favour this dynamic.

Developing targeted policies and practices based on increased organisational knowledge supported by indicators can help in selecting and retaining successful variations of BMs appropriately in/with time with positive effects on firms' performance and sustainable development.

This study provides a novel co-evolutionary framework that explicitly links sustainable entrepreneurship and BM concepts in the accommodation sector. It further proposes a dynamic and holistic explanation of BMI for sustainability from which the crucial roles of the time-knowledge binomial and circular practices emerge.

To further develop research methodologies for multi-species ethnographic fieldwork, based on researcher's experiences with multi-species fieldwork in private wildlife conservancies in South Africa and inspired by San tracking techniques.

Reflections on methodological lessons learnt during multi-species ethnographic fieldwork in South Africa. The approach is rather “Maanenesque” in telling various types of tales of the field. These tales also implicitly show how all-encompassing ethnographic fieldwork and its accompanying reflexivity are; there is never time for leisure in ethnographic fieldwork.

That developing fieldwork methodologies in multi-species ethnographic research confronts researchers with the explicit need for and training in multi-sensory methods and interpretations, inspired by “the art of tracking” of the San.

Comes up with a concrete suggestion for a sequence of research methods for multi-species ethnography based on the trials and tribulations of a multi-species ethnographer's experiences in South Africa and inspired by San tracking techniques.