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Case study demonstrating how market research has been used effectively to develop and sell a marina-based tourism complex in southern Spain (Puerto Sotogrande)

Date of publication: June 15, 1983

Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry

Authors: Juan Miguel Villar Mir, Clive G. Armstrong

Abstract:

The subject of this case study - PUERTO SOTOGRANDE - is a marina-based integrated tourism complex in southern Spain which is currently being developed by a Spanish private investment group. Since acquisition of the site by the promoters, independent market research and economic analysis has been used to define the optimum structure, development programme and marketing of the project as a whole and its 3 main zones - the Beach- front development and the Marina linking to an inland lake development. The paper presented here first identifies the main determinants of an integrated tourism complex and the roles which a serious professional (as opposed to enthusiastic amateur) developer has to fulfil.

Juan Miguel Villar Mir

Author

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Clive G. Armstrong

Author

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Villar Mir and Armstrong (1983a, June 15). Case study demonstrating how market research has been used effectively to develop and sell a marina-based tourism complex in southern Spain (Puerto Sotogrande). ANA - ESOMAR. Retrieved April 25, 2024, from


https://ana.esomar.org/documents/tourism-and-environmental-crises