Estudio del caso sobre la comercialización de los destinos y productos slow tourism

The idea is to analyse the marketing system for destinations and slow tourism products. On the one hand, slow Tourism is an alternative model to the massive sun and beach. It is based on the care of the environment and the circular economy, the contact with the local and the kilometre 0 products, and the use of renewable energy in transport and mobility. All this implies less aggressiveness with the territory, compared to the one they have been developing in the Mediterranean and the Caribbean during the last decades. On the other hand, as digital strategies advance in the application of customer centricity, and therefore at the service of direct marketing of products between the producer and the maximum customer in the field of tourism, the role of former intermediaries, specifically tour operators and in-person travel agencies. In addition, they give way to the internet, social networks, search engines, metasearch engines, etc. In this case, the marketing strategies of the slow tourism offer by various tourism companies are studied in a scenario of change between the management of traditional and digital channels. The peculiarity of the case, which occurs in Madeira, is that it is an ultra-peripheral island of Europe, which greatly hinders this transformation. However, this same factor has allowed it to maintain a sustainable development model in the face of the massification of the rest of the great Mediterranean and Atlantic islands.