Management and Innovation in Tourism Organizations

Management and Innovation in Touristic Organizations

We welcome proposals with a thematic and/or methodological focus on sustainable tourism management and innovation in touristic activity, on different scales and in different territorial contexts.

Thesis Proposals


 Research   Groups 

L3.6 Touristic marketing (Digital marketing, Touristic destinations' brand image)

*  Omnichannel marketing in the positioning and image of touristic destinations and its influence on tourists' decision to travel
An analysis of how travellers use different communication channels to obtain information about their trips and ultimately make a final decision about where to go. Companies and touristic destinations should currently be following an omnichannel strategy with the aim of reaching a greater number of travellers, but also to facilitate and improve their experience during the different stages of travel. In this regard, the growth in technology and social media plays a fundamental role. Using this context as a backdrop, this research will analyse how different online communication channels (in particular social media publications, stories and companies and organizations' exploitation of influencer profiles) determine the positioning and image of a specific tourism destination.
* The use of industry 4.0 in the travel industry: how it can improve tourists' experience 
According to Philip Kotler, considered by many to be the father of modern marketing, we are living in the era of marketing 4.0, characterized by the use of technology to enhance consumers' buying experience. As such, tools like geolocalization, apps, chatbots, artificial intelligence or augmented reality, for instance, have gained significant relevance for companies when it comes to obtaining information about their users (location, likes, preferences) and therefore enables them to offer the best experience possible. Using these ideas as a basis, this line of research intends to analyse how industry 4.0 is applied to different stages of the tourists' trip, how these technological tools influence the tourists' experience and consequently, whether they decide to recommend and even return to the same destination.