2026-06-03T08:20:48Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/368992026-02-03T11:39:03Zcom_10630_2254col_10630_37956
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Cruz-Morato, Marco Antonio
author
Rodríguez-Sánchez, Carla
author
Sánchez, Carolina
2025-01-24T10:21:01Z
2025-01-24T10:21:01Z
2023-07-12
Bianchi, E.C., Vazquez Burguete, J.L., Galan-Ladero, M.M., Lanero Carrizo, A. (eds), Responsible Consumption and Sustainability. 2023. pp. 33 - 48.
https://hdl.handle.net/10630/36899
10.1007/978-3-031-30742-3_2
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.
eng
Turismo - Aspectos ambientales
Responsabilidad social de la empresa
Corporate Social Marketing, Drunken Tourism and Sustainability: The Case of Meliá Hotels International in Magaluf, Spain.
book part
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URL
https://riuma.uma.es/bitstreams/b0da844f-0c85-4a95-b6fc-c621071cfedd/download
File
MD5
765d7c979b1c4b49a1ece9f466edb22a
660553
application/pdf
Chapter Cruz-Morato et al. Magaluf _2023 Preprint.pdf