Title Outdoor sports and active tourism company management in Cordoba (southern Spain): An empirical study on the perception and behavior of supply
Authors Navarro F.M., Mateos M.R., MILLÁN VÁZQUEZ DE LA TORRE, GENOVEVA, MILLÁN VÁZQUEZ DE LA TORRE, GENOVEVA
External publication No
Means PLoS ONE
Scope Article
Nature Científica
JCR Quartile 2
SJR Quartile 1
Area International
Web https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097716127&doi=10.1371%2fjournal.pone.0243623&partnerID=40&md5=fac04bf57703627aaeaea5731fa09180
Publication date 01/01/2020
Scopus Id 2-s2.0-85097716127
DOI 10.1371/journal.pone.0243623
Abstract This paper analyzes the perception and behavior of active tourism companies that provide outdoor physical sports activities in emerging tourist destinations in Cordoba, an inland province of southern Spain. The active tourism supply of registered businesses was analyzed using fieldwork data and more than 30 variables including training and qualification of human resources, business vision of demand, marketing and promotion strategies, and perceptions of supply trends. To this end, a quantitative-qualitative empirical study was performed together with in-depth interviews of key stakeholders. Official registry sources were also used to complement the data. The results show a fragmented network of micro-SMEs that are functionally isolated from the rest of the tourism supply and display an intuitive and poor market-oriented behavior due to the inadequate management of their client portfolio. Such management models make it difficult for these businesses to take advantage of key strategic assets to increase profitability and achieve a competitive and sustainable advantage. © 2020 Molina Navarro et al. This is an open access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
Keywords article; empiricism; field work; human; interview; marketing; Spain; sport; tourism; vision
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