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http://hdl.handle.net/10609/135226
Title: | Marketing Digital y Tecnología Blockchain como herramientas para la recuperación de los Destinos Turísticos Inteligentes en el ámbito de los Objetivos de Desarrollo Sostenible |
Author: | Martinez Castaño, Vanessa |
Director: | Esteban, Irene |
Tutor: | Mondéjar Jiménez, Juan Antonio |
Abstract: | This Master's thesis investigates and proposes the role of digital marketing in the recovery of tourism after the health crisis. To this end, an analysis of concepts such as blockchain technology, smart destinations and digital marketing is carried out, in addition to a review of the existing literature in the field that will help to describe the characteristics of the sector and its main actors. In this sense, the information obtained is expanded by examining the initiatives put forward by agencies and official entities in the tourism industry. The research focuses on understanding the paradigm shift in the sector both from the exploratory point of view of participant observation, which provides a more realistic view, and from the descriptive and conclusive one based on ad-hoc surveys directed at the study segment. Thus, based on the results obtained, it is concluded that digital marketing and blockchain technology can be great allies in the recovery of smart tourist destinations, considering as the only scenario the opportunity provided by the current moment towards a reinvention of the sector. The social dimension changes both due to physical distancing and technological development, present in all areas of life and whose need to create trust is a priority. Finally, recommendations addressed to companies in the sector and to organizations are presented, with the proposal of actions that will allow an optimal development of tourism in all areas, as well as future lines of study that will continue the research. |
Keywords: | turisme màrqueting digital tecnologia blockchain destinació turística intel·ligent objectius de desenvolupament sostenible turismo marketing digital tecnología blockchain destino turístico inteligente objetivos de desarrollo sostenible |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 19-Jun-2020 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Trabajos finales de carrera, trabajos de investigación, etc. |
Files in This Item:
File | Description | Size | Format | |
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vmartinezcasTFM0620memoria.pdf | Memoria del TFM | 2,12 MB | Adobe PDF | View/Open |
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