RT Journal Article
T1 An online reputation analysis of the tourism industry in Marbella: a preliminary study on open innovation.
A1 Carrasco-Santos, María Jesús
A1 Ciruela-Lorenzo, Antonio Manuel
A1 Méndez Pavón, Juan Gabriel
A1 Cristófol-Rodríguez, María del Carmen
K1 Marbella (Málaga) - Descripción y viajes
K1 Turismo
K1 Redes sociales en Internet
K1 Popularidad
AB This research analyzed the online reputation of Marbella as a tourist destination and the profiles of the reviewers according to sociodemographic characteristics. A correlational, quantitative research technique was used in this study based on the manual extraction of more than 4000 reviews generated on TripAdvisor. The data used in this study were collected from the TripAdvisor website, taking, as a sample, tourists who had visited the city in the last three years. Ratings that did not provide full data on the variables were excluded. The findings show that Marbella is considered a luxury shopping destination. The preliminary conclusions allow us to generalize about the sociodemographic profile of its tourists. The findings of the study will provide valuable information for Marbella’s Destination Management Organization (DMO). On the one hand, this study highlights the importance of ranking the attractions of the city to create better communication strategies and enhance the appeal of those attractions that receive the best ratings, establishing the true vocation of Marbella as a tourist destination. On the other hand, it provides information on what tourists perceive to be negative elements, allowing the administration to create an improvement plan. The novelty of this research paper is that it delves into Marbella’s online reputation through an analysis of specific attractions’ ratings. Areas that require further attention in future research have been highlighted, along with specific advice on each attraction that contributes to the tourist offerings of the city.
PB Multidisciplinary Digital Publishing Institute
YR 2022
FD 2022-12-31
LK https://hdl.handle.net/10630/29789
UL https://hdl.handle.net/10630/29789
LA eng
NO Carrasco-Santos, M. J., Ciruela-Lorenzo, A. M., Pavón, J. G. M., & Rodríguez, C. C. (2021). An online reputation analysis of the tourism industry in Marbella: a preliminary study on open innovation. Journal of Open Innovation: Technology, Market, and Complexity, 7(2), 111.
NO This research was funded partially by Universidad de Málaga.10% Partial funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 21 ene 2026