2026-05-29T23:06:24Zhttps://riuma.uma.es/rest/oai/request

oai:riuma.uma.es:10630/297892026-02-03T11:21:36Zcom_10630_2254col_10630_37953

00925njm 22002777a 4500 dc Carrasco-Santos, María Jesús author Ciruela-Lorenzo, Antonio Manuel author Méndez Pavón, Juan Gabriel author Cristófol-Rodríguez, María del Carmen author 2022-12-31 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. 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. https://hdl.handle.net/10630/29789 10.3390/joitmc7020111 Marbella (Málaga) - Descripción y viajes Turismo Redes sociales en Internet Popularidad An online reputation analysis of the tourism industry in Marbella: a preliminary study on open innovation.