Destination marketing: madrid

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  • Publicado : 23 de marzo de 2011
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Table of contents

I. Introduction

II. Madrid as a tourist destination: development and evolution

III. Tourism as a service: Perishability, intangibility, inseparability and heterogeneity

IV. Products of the tourism in Madrid

V. Customer of the tourism in Madrid

VI. Communicationinfrastructures

VII. Advertising campaigns

VIII. Benefits from tourism:

- Economic benefits

- Social benefits

- Environmental benefits

o Sustainable tourism

IX. Tourism industry

- Competitors

- Climate

- Shareholders

- Government

- Banks and financial institutions

- Demographic changes

-Legal and quasi-legal bodies

X. Conclusion

XI. Appendix

I. Introduction

Most tourism activities take place at destinations, and so the destination forms a pillar in any modeling of the tourism “system”. It has been suggested that destinations have emerged as “the fundamental nit of analysis in tourism” (WTO 2002).

“A destination is a place where people want to be”. The marketin destinations of all levels is becoming increasingly competitive. Cities are now the we destination brands; they are becoming the “attack brands” for countries and regions. Cities that organize the promotion of their assets in a compelling and coherent way will be the winners of tomorrow.

Madrid is the capital of Spain. It lies in the center of the Iberian Peninsula. Also known as TheVillage and Court, is the largest and most populous city in the country, officially reaching 3,213,271 inhabitants in the region. The number of census to January 1, 2009 is 3,273,006 according to the council and 6.043.0315 in the metropolitan area, thereby making it the third most populous city of the European Union behind Berlin and London, and the third metropolitan area, behind Paris and London.II. Madrid as tourist destination: development and evolution

The beginnings of the tourism, early XX century, were reserved for selected people around the world. It was after the II World War when the “Mass Tourism” birth all over the world, when the French government established the recognition of paid holidays for workers. Decision that caused an explosion of consumption, increasingtravels and vacations as we know them today, the tourism boom has appeared. Is in that moment when we find some clues that will determine the relationship between tourism, culture and development.

Factors that influence the development of a tourist destination are:
1. Natural factors such as: weather, relief and natural resources

2. Human factors. These are divided into technical (infrastructuremodernization communication) and culture (large artistic-monumental heritage, religious festivals, festivals and rural tourism)

3. Geographical location factors. Distance accessible to foreign tourists such a: cost-distance is affordable for most people and higher incomes look for farther distance.

Madrid as a tourism destination has to offer from the above factors: a generous sunshine andmild weather and natural resources as natural; high quality and efficiency infrastructure communications and accommodation as technical human factors, and is known for its great cultural offer; aside from being placed as one of the most accessible cities in Spain. All of these factors will be explained in more detail below.

The tourism history and evolution, which is understood in the socialand economic common nowadays, is a recent occurrence, thus it can be summarized in a small number of decades.

Madrid has increased its importance as a tourist destination during the last decade, with an increasing rate of tourists, as it shows in appendix 1 and 2 (Data taken from INE – statistics national institution-).

Madrid tourism has become one of the most important sectors to the...
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