Destination Marketing in Practice: An applied Strategic Plan for the Costa Daurada

Identifier:  TFM:2460

Handle: https://hdl.handle.net/20.500.11797/TFM2460

Authors:  Parlato, Carla

Abstract:
This thesis investigates the structural seasonality of the Costa Daurada and proposes a data-driven Strategic Marketing Plan (2026-2028) to trigger destination rejuvenation. Based on primary data from 23 C-level executives affiliated with the FEHT (representing 90% of local accommodation capacity), the research identifies a critical management gap: stakeholders acknowledge the necessity for holistic destination management but lack the digital skills to calculate technological ROI. To overcome these barriers, the plan outlines a "Value over Volume" repositioning targeting the Silver Economy, Sports, and MICE segments, while operationalizing the Intel·litur platform locally to ensure long-term, year-round competitiveness.