Molina Navarro Francisco, Rivera Mateos Manuel, Millán Vázquez de la Torre María Genoveva
Department of Agrarian Economy, Cordoba University, Cordoba, Spain.
Department of Geography, Cordoba University, Cordoba, Spain.
PLoS One. 2020 Dec 11;15(12):e0243623. doi: 10.1371/journal.pone.0243623. eCollection 2020.
This paper analyzes the perception and behavior of active tourism companies that provide outdoor physical sports activities in emerging tourist destinations in Cordoba, an inland province of southern Spain. The active tourism supply of registered businesses was analyzed using fieldwork data and more than 30 variables including training and qualification of human resources, business vision of demand, marketing and promotion strategies, and perceptions of supply trends. To this end, a quantitative-qualitative empirical study was performed together with in-depth interviews of key stakeholders. Official registry sources were also used to complement the data. The results show a fragmented network of micro-SMEs that are functionally isolated from the rest of the tourism supply and display an intuitive and poor market-oriented behavior due to the inadequate management of their client portfolio. Such management models make it difficult for these businesses to take advantage of key strategic assets to increase profitability and achieve a competitive and sustainable advantage.
本文分析了在西班牙南部内陆省份科尔多瓦新兴旅游目的地提供户外体育活动的活跃旅游公司的认知和行为。利用实地调查数据以及包括人力资源培训与资质、需求的商业愿景、营销与推广策略以及对供应趋势的认知等30多个变量，对注册企业的活跃旅游供应进行了分析。为此，开展了一项定量与定性相结合的实证研究，并对关键利益相关者进行了深入访谈。还利用官方登记来源对数据进行补充。结果显示，存在一个由微型中小企业组成的分散网络，这些企业在功能上与其他旅游供应相隔离，并且由于其客户组合管理不善，表现出直观且缺乏市场导向的行为。这种管理模式使得这些企业难以利用关键战略资产来提高盈利能力并获得竞争和可持续优势。
