Estrategias de difusión turística de la Marca España en Norteamérica a través del Instituto Cervantes
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2021-05-02
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Jaén: Universidad de Jaén
Resumen
Entre los objetivos que tiene el Plan Estratégico de Marketing de
TURESPAÑA están, primeramente, la inversión en apelar a los
turistas cosmopolitas americanos o europeos y, secundariamente,
la inversión en captar turistas de mercados lejanos como el de
Asia o Australia. En este sentido, las actividades de los Institutos
Cervantes de EE.UU. fomentan el conocimiento de la lengua y
cultura española en el extranjero del siguiente modo: proyección
de películas, actuaciones de baile y cante o seminarios y debates
sobre los productos españoles. En este trabajo, se analizan las
actividades de las memorias de los centros Instituto Cervantes
norteamericanos para establecer si existe una correlación entre
dichas actividades y los objetivos del Plan Estratégico. Además,
se concluye que la difusión turística podría ser más aprovechada
mediante actividades alternativas, como la degustación de
diferentes productos españoles, ofrecer destinos turísticos
españoles o encuentros con empresarios españoles después de
seminarios y debates.
Among the objectives of TURESPAÑA's Strategic Marketing Plan are, firstly, the investment in appealing to cosmopolitan American or European tourists and, secondly, the investment in attracting tourists from distant markets such as Asia or Australia. In this sense, the activities of the Cervantes Institutes in the US promote knowledge of Spanish language and culture abroad in the following ways: the projection of Spanish films, dance and singing performances, or seminars and discussions about Spanish products. In this work, it’s analyzed the activities in the memories from Institutes Cervantes centers in USA in order to establish whether there is a correlation between these activities and the objectives of the Strategic Plan. In addition, it is concluded that the diffusion of tourism could be further exploited through alternative activities, such as degustation of different Spanish products, offering Spanish tourist destinations or meetings with Spanish entrepreneurs after seminars and discussions.
Among the objectives of TURESPAÑA's Strategic Marketing Plan are, firstly, the investment in appealing to cosmopolitan American or European tourists and, secondly, the investment in attracting tourists from distant markets such as Asia or Australia. In this sense, the activities of the Cervantes Institutes in the US promote knowledge of Spanish language and culture abroad in the following ways: the projection of Spanish films, dance and singing performances, or seminars and discussions about Spanish products. In this work, it’s analyzed the activities in the memories from Institutes Cervantes centers in USA in order to establish whether there is a correlation between these activities and the objectives of the Strategic Plan. In addition, it is concluded that the diffusion of tourism could be further exploited through alternative activities, such as degustation of different Spanish products, offering Spanish tourist destinations or meetings with Spanish entrepreneurs after seminars and discussions.