The article proposes a planning model to develop tourism from a holistic perspective that includes economic, population and social aspects. Following a participatory methodology, the objective of the study is to propose a tourism planning model that contributes to the development of rural territories based on the involvement of tourism planners in the study. A total of 205 tourism planners and 443 tourism offices participated in the study. The data obtained were analysed using the PLS-SEM method. The results indicate that tourism planning has to be carried out by a professional team with diverse technical profiles that monitors the objectives set and adapts them to changes in the environment.
The search for happiness, understood as an inner and personal attitude that goes beyond mere satisfaction, is one of the aims of tourists’ co-creation of value. To date, few studies have analysed the importance of people’s moral principles in the co-creation of tourist value. Moral emotions play an essential role in this process. In this study, 12 tourism managers within administration, 28 hotel managers and 24 travel agencies actively participated in defining the indicators selected to measure how the co-creation of value from five Spanish towns affected customers’ happiness. Moreover, 444 tourists participated in the study. The PLS-SEM technique was used to examine the data obtained. Results show that the co-creation of value contributes to the happiness of the tourist. Of particular significance is the influence of customers’ co-creation of value on customer happiness. Additionally, the predictive capacity of the model is replicable to other tourist destinations.
Cross‐border cooperations have been usually approached by developing trade agreements between international regions to upgrade their socioeconomic conditions and promote international tourism flows in territories. However, little attention has been paid to the role that tourist companies play in underprivileged territories highly dependent on tourism. Through the theory of social exchange, theoretical implications can be drawn from those territories and compared with developed regions to understand what role tourism flow plays in the reciprocal attitude between tourist companies and visitors. Political implications force tourist authorities to involve companies in promoting their regional tourism resources through participatory tourism programmes. For this, the opinion of companies is strongly related to the tourism generated by the Parque Natural Tajo Internacional on both sides of the border between Spain and Portugal, who have participated in the research to develop tourism on both sides of the border. To collect the data, 126 interviews were carried out with companies among the 53 Spanish and Portuguese companies that participated in the research between January and June 2022. For data tabulation, version 3.26 of SmartPLS was used. The study concludes that social exchange policies that bring companies and residents closer together favour socioeconomic development in territories that have natural resources and are economically disadvantaged.
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