Purpose

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

Design/methodology/approach

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

Findings

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

Social implications

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

Originality/value

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.

中文翻译：

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西班牙不一样！西班牙旅游业促销策略分析

目的

西班牙在国际上具有巨大的旅游吸引力，旅游业已成为西班牙收入和就业的主要来源之一，也是西班牙经济的基本支柱。考虑到这些想法，本文旨在研究自 20 世纪初以来该行业实施的不同促销策略如何影响西班牙旅游业的演变。

设计/方法论/途径

该研究是一项总体回顾，对过去几十年西班牙旅游业所采用的多样化促销策略进行了历史考察。它重点关注这些策略的描述方法及其对整个 20 世纪和 21 世纪初的影响。

发现

研究结果揭示了近年来战略的转变，从专注于营销 1.0 的战略转向除了以消费者价值（因此为营销 3.0）为中心的战略外，还开始在更大程度上依赖信息和通信技术 (ICT) 和可持续性，更符合最近的营销4.0甚至营销5.0。

社会影响

这项工作对该行业的公共和私营运营商的管理具有许多影响，包括需要纳入最新的营销趋势——最显着的是信息通信技术和可持续发展的进步。

原创性/价值

该研究深入了解了从 19 世纪末至今西班牙旅游业如何运用营销策略，与之前的研究相比具有很高的原创性。