Active tourism in the Pityuses: an approach to the marketing mix of the sector

David Francisco Maldonado Ribas, Javier Moral Costa, Roberto Quiroga Sánchez, José Ramón Cardona

Abstract


Activities related to active tourism can be an opportunity for tourist destinations that suffer high seasonality, as is the case of the Pityuses (Ibiza and Formentera), for its ability to attract tourists during the mid and low seasons. Active tourism, unlike the predominant typology (sun and beach), present some peculiarities that require specific actions. Based on the bibliography, news and available data, this work makes a first approximation to the application of the variables of marketing mix in the active tourism of the islands. The objective is to indicate the necessary improvements in the sector in order to boost tourism during the low season. In recent years, companies have emerged that have opted for a niche market with future possibilities, but it is a sector that still requires improvements in various variables of its marketing strategy. These improvements include: the need for unified promotion of the islands and the active tourism sector; the need for close collaboration between organizers of private sports events and public administrations; and coordination between private companies (accommodation, specialized supply and services) and air connections that facilitate the arrival of tourists.


Keywords


marketing, seasonality, Pityuses, active tourism

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