Posicionamiento de la provincia de Jaén en los mercados de habla inglesa a través del Oleoturismo
Fecha
2017-07
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Jaén: Universidad de Jaén
Resumen
[ES]
En este Trabajo Fin de Grado se defiende el valor del Oleoturismo como un importante recurso de la provincia de Jaén. Tras un estudio de mercado, el presente trabajo ofrece una serie de propuestas de actuación, tanto a nivel mundial como en el ámbito provincial, para que Jaén pueda llegar a posicionarse en un futuro como la Capital Mundial del Aceite de Oliva en los mercados de habla inglesa, entendiendo la lengua inglesa como lengua franca o lengua de entendimiento global entre hablantes de distintas naciones. La importancia del mercado de habla inglesa es tal que se sitúa como el principal a nivel turístico en la provincia de Jaén, de ahí la importancia de encontrar y explotar nuevos recursos turísticos que permitan consolidar e incrementar dicho mercado de manera eficaz.
[EN] This dissertation defends the value of the Olive oil culture as an important tourist resource of the province of Jaén. After conducting a market study, this piece of academic work offers a series of action proposals to implement both at an international and a local level, which could grant Jaén the consideration of World capital of the Olive Oil in those markets that use English as a lingua franca or as a language for global understanding among speakers from different countries. The importance of the English language market is such that it occupies the first position in the tourist sector of the province of Jaén, hence the importance of finding and exploiting new tourist resources that would help the province to consolidate and increase that market in a successful manner.
[EN] This dissertation defends the value of the Olive oil culture as an important tourist resource of the province of Jaén. After conducting a market study, this piece of academic work offers a series of action proposals to implement both at an international and a local level, which could grant Jaén the consideration of World capital of the Olive Oil in those markets that use English as a lingua franca or as a language for global understanding among speakers from different countries. The importance of the English language market is such that it occupies the first position in the tourist sector of the province of Jaén, hence the importance of finding and exploiting new tourist resources that would help the province to consolidate and increase that market in a successful manner.