The digital era has radically changed the context in which the tourist service is delivered and experienced, changing the decision processes of consumer and company business models. It is necessary to contact the tourism services customer with non-intrusive techniques, at the beginning of their purchase process and accompany them until the final transaction. The main objective of this case study is to analyze the methodology of inbound marketing and show how The Costa del Sol Planning & Tourism Board could work on its sustainable customer relationship model under the concept of seducing the tourist by being pioneers in the application of this strategy to attract tourism after the pandemic caused by COVID-19. Conclusions of this study include measures to restore travelers’ confidence which will play an important role in attracting tourists after crisis. An inbound marketing strategy will provide a response as it is based on contact with the future tourist through highly specialized content.

The unexpected outbreak of COVID-19 has placed the tourism sector in an unfavourable position. It has altered the reality of destinations worldwide, changing the paradigm of tourism and showing an unusual scenario within the tourism sector, the undertourism. This paper confirms how this global pandemic has put the Spanish tourism sector at a halt, making it essential to establish public–private response strategies that reactivate it and, in turn, avoid overtourism in the post-COVID-19 scenario. This is done to emphasise the necessity of embracing an adapted systematic approach that entails a realistic set of factors to quantitatively measure the impact of overtourism on the local community. In this sense, a fuzzy modified hybrid multi-criteria decision-making (MCDM) approach is proposed, combining the analytical hierarchy process (AHP) model, the multi-attribute ideal–real comparative analysis (MAIRCA) model, and the sensitivity analysis. The modified F-AHP model is used to identify the criteria importance. For the final ranking of the considered alternative municipalities, the modified F-MAIRCA is applied. To validate the applicability of the proposed approach, we designated the province of Malaga (Costa del Sol) as an empirical study. The findings show that the municipality of Nerja was the most affected by overtourism in the pre-pandemic scenario, and today it is found in undertourism. This calls for transformative decisions of fully engaged tourism policymakers and practitioners to thrive in the post-COVID-19 tourism scenarios in terms of sustainability.

As ongoing trials study the safety of an active surveillance strategy for low-risk ductal carcinoma in situ (DCIS), there is a need to explain why particular choices regarding treatment strategies are made by eligible women as well as their oncologists, what factors enter the decision process, and how much each factor affects their choice. To measure preferences for treatment and surveillance strategies, women with newly-diagnosed, primary low-risk DCIS enrolled in the Dutch CONTROL DCIS Registration and LORD trial, and oncologists participating in the Dutch Health Professionals Study were invited to complete a discrete choice experiment (DCE). The relative importance of treatment strategy-related attributes (locoregional intervention, 10-year risk of ipsilateral invasive breast cancer (iIBC), and follow-up interval) were discerned using conditional logit models. A total of n = 172 patients and n = 30 oncologists completed the DCE. Patient respondents had very strong preferences for an active surveillance strategy with no surgery, irrespective of the 10-year risk of iIBC. Extensiveness of the locoregional treatment was consistently shown to be an important factor for patients and oncologists in deciding upon treatment strategies. Risk of iIBC was least important to patients and most important to oncologists. There was a stronger inclination toward a twice-yearly follow-up for both groups compared to annual follow-up.

There is a growing awareness of Corporate Social Responsibility (CSR) and sustainability as a global movement. The hospitality sector is one of the major industries driving socioeconomic development worldwide (especially in economies such as Spain) and it has responded to this need, in the context of a general worsening of labor conditions in this sector. Evidence of this response is the Fair Hotels Project, which is an international collaborative effort aimed at building new partnerships between fair trade movements and trade unions in order to have a positive effect on the labour market in the hotel sector. This article describes the design of Hoteles Justos Laboralmente Responsables (HJLR), a fair labour justice and socially responsible model for hotels oriented to contribute to sustainability and labour justice within the Spanish hotel sector. The HJLR model was created to meet corporate, labour and local development needs. It includes accurate and objective measures—and homogeneous and comparable indicators—to assess the level of fairness and quality of labour practices of hotels. This model would be of great utility in improving the sustainability and quality of life of people working in this economic sector and could be also used by companies to improve their competitive position. The Spanish Government has shown its support for this project as a part of its 2030 sustainable tourism strategy, aimed to get the United Nation Sustainable Development Goals. Furthermore, this is a relevant line for future research, once the implementation phase is completed and quantitative data is available to measure the situation in depth.

Air transport plays a key role especially in countries where tourism has a great impact on the economy. In Spain, the contribution made by this industry to GPD stands at EUR 119 billion, representing 11% of GDP. This case study focuses on the Málaga-Costa del Sol Airport due to the growth the city has experienced in recent years. The research examines the impacts of this infrastructure from the perceptions of residents and tourists. We conducted 638 questionnaires and 50 interviews with residents, and 165 questionnaires and 106 interviews with international tourists from August 2019 to January 2020. A qualitative thematic analysis was carried out using the NVivo Pro software. The findings indicate that residents value the ease of travel and employment generated by the airport. However, they are concerned about the environment impacts and mass tourism. For tourists, almost no negative impacts are recorded. Residents and tourists consider the existence of positive effects on other nearby cities of Andalusia. Conclusions have practical and theoretical implications for impact researches.

The situation of labour inclusion of people with disabilities in Spain is still too negative, in spite of the different efforts carried out by public and private sector. Previous research points to social discrimination as one of the main causes of the situation. Ilunion Hotels is one of the most important hotel companies in Spain focused on labour inclusion of people with disabilities. The objective of this paper is to explore the social inclusion case of Ilunion Hotels of the Costa del Sol, the actions that they have developed to improve the labour integration of this collective, based on a behavioral economics theoretical model (with a high relevance of the influence of social stigma, stress theories and coping to stress responses). We look into the specific situation of two of the three hotels developed as Special Employment Centres (sheltered employment contexts defined by Spanish legislation) and the possible impact of their Support Units for Professional Activity. Case study methodology is considered the most appropriate, according to the research objective, supported by semi-structured interviews with the hotel managers. The results show that, although Special Employment Centres are effective in improving labour integration in the short term and could contribute to change the long-term social perspectives about workers with disabilities, they could be also reinforcing the social stigma existing in the ordinary market.