文章基本信息

标题：Public Policies and Tourism Marketing. An Analysis of the Competitiveness on Tourism in Morelia, Mexico and Alcala de Henares, Spain
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作者：Rubén Molina Martínez ; Rubén Molina Martínez ; Melissa Ochoa Galván 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2014
卷号：148
页码：146-152
DOI：10.1016/j.sbspro.2014.07.028
语种：English
出版社：Elsevier
摘要：AbstractThis paper presents from a theoretical point of view, public policies and tourism marketing as determinant factors of competitiveness in tourism and presents the results of a field study on the subject held in the cities of Morelia, Mexico and Alcala de Henares, Spain. These cities are world-class tourist destinations for their historical and cultural value and they are recognized as World Heritage Sites by UNESCO. Through the creation of public policies, the tourism products of a given destination can be improved through measures aimed to enhance the quality of services and conditions of the sites and thus, increase their competitiveness. Therefore, it is necessary to understand the factors that determine the competitiveness of tourism in these destinations to manage them properly.
关键词：public policies;tourism marketing;tourism competitiveness