RT Book, Section
T1 Corporate Social Marketing, Drunken Tourism and Sustainability: The Case of Meliá Hotels International in Magaluf, Spain.
A1 Cruz-Morato, Marco Antonio
A1 Rodríguez-Sánchez, Carla
A1 Sánchez, Carolina
K1 Turismo - Aspectos ambientales
K1 Responsabilidad social de la empresa
AB This case study uses a corporate social marketing perspective to present an example of tourism sustainability promotion. It focuses on the case of Magaluf (Spain), a tourist destination known for its history of drunken tourism and balconing. This case study examines the actions of Meliá Hotels International, in particular the #TheNewMagaluf campaign. The campaign content was analysed. The analysis focused on the message, tone, purpose, graphic design, media and target audience. The impact of the online social marketing campaigns (mainly in terms of online traffic through views on YouTube and social media impact) was also analysed using Hashtagify. These social marketing actions, among others, have enhanced tourism sustainability in Magaluf and have created benefits for both companies and residents. They provide an opportunity to reposition the image of Magaluf.
PB Springer Nature
YR 2023
FD 2023-07-12
LK https://hdl.handle.net/10630/36899
UL https://hdl.handle.net/10630/36899
LA eng
NO Bianchi, E.C., Vazquez Burguete, J.L., Galan-Ladero, M.M., Lanero Carrizo, A. (eds), Responsible Consumption and Sustainability. 2023. pp. 33 - 48.
NO https://www.springernature.com/gp/open-science/policies/book-policies
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 12 abr 2026