The wine sector is a sector that lives and breathes its history and identity; and where developmental alternatives are sought in order to be able to compete in the market. Vineyard areas are sold as rural paradises, where leisure, gastronomy, the landscape, and open-air activities all provide quality tourist experiences. The case of the Sherry Wine Region (Spain) illustrates local restructuring processes, changes in local-global planning, and the socioeconomic impacts of the globalization of food. The symbiosis between the specific, the global, and the historical discourses gives rise to reflections on this region’s territorial redefinition; and highlights its architectural heritage, its landscape, and the gastronomic experiences on offer. Diversification is regenerating the local economy, and wine, and wine tourism, are both the focus of a new territorial policy strategy designed to face the challenges of globalization, and common bonds for partnerships between the public and the private sectors.
This paper discusses humour and tourism, with a focus on "Spain Marks", an international campaign used to promote Spain as a tourism destination. The importance of this relationship suggests that the use of humour in marketing works as an engagement and loyalty strategy, as well as to portray the uniqueness of a destination. The "Spain Marks" campaign was innovative in its use of humour because it offered a fresh and contemporary image of Spain as a tourism destination. This campaign has been specially selected for its exceptional ironic character. The study aims to understand the humour appreciation of this specific advertisement using an online survey that was completed by 40 participants. The results indicate that the use of humour is a difficult task because what is perceived as fun, attractive and ironic in any tourism campaign is highly subjective.
) marquezd@us.es (2) foronda@us.es (3) Igalindo@us.es (4) angar@us.esResumen: La evaluación se ha convertido en un elemento estratégico de diferenciación, en la medida en que permite detllostrar a sus propios beneficiarios, que la aplicación de los recursos públicos o privados, es la riiás adecuada posible. Para evaluar los programas de desarrollo rural es necesario un sistema de indicadores, que responden a cinco grandes tipos de los que nos centraremos en dos: eficiencia (el esfuerzo invertido en términos de recursos físicos, humanos o financieros y los resultados obtenidos) y eficacia (los inlpactos o resultados del progranla respecto a sus objetivos). En este articulo tratamos de poner de manifiesto como la evaluación de la nledida B.3 (actividades turísticas) permite, a través del análisis de la eficacia (proyectos) y la eficiencia (inversión) en LEADER 11, una primera aproximación en la construcción de un índice resultado.Palabras clave: Eficacia, eficiencia, LEADER 11, turisnio rural, sostenibilidad, Abstract: The evaluation has turned into a strategic elernent of differentiation, into the measurement into that allows to demonstrate his own beneficiaries, tlhat the application of the public or private resources, it is as suitable as possible. To evaluate is necessary a system of indicators, which answer to five big types of which we will centre on two: efficiency (the effort inverted in terms of plysical, human os financia1 resources and the obtained results) and effectiveness (the inipacts or results of the program with regard to his aims). In this article we try to put of manifest as the evaluation of the ineasurement B.3 (tourist activities) it allows across the analysis of the efficiency (projects) and the effectiveness(investment) in LEADER 11, one approximation in the construction of a proved index.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.