The strategic behaviour of Spanish tourism promotion

Abstract

The tourism is the principal engine of the Spanish economy, by what the diverse public Spanish institutions have been launched to an authentic promotional career to attract foreign and national tourists. Those constitute an increasing market constantly persuaded by advertising actions that try to construct a tourist positive image of the geographical promoted zone. Along the text there are analyzed the attributes of the consumer of tourist destinations, the peculiarities of the Spanish tourist and finally, the usefulness and limitations that advertising offers to this communicative system.