Agustín Santana-Talavera

Purpose: This study aims to examine the comparative effectiveness of digital destination image sources on Instagram. Analysing content from destination management organisations (DMOs), influencers and user-generated content (UGC) across three island destinations, it also explores the use of artificial intelligence (AI) virtual influencers in tourism communication. Design/methodology/approach: A mixed-methods design combines qualitative content analysis with econometric modelling of 189 Instagram posts from the Canary Islands (Spain), Hawaii (United States) and the Seychelles. Multiple regressions (OLS with clustered standard errors and Poisson models) ensure robustness. Analysis of over 6,000 comments provides qualitative depth. Findings: Empirically derived patterns challenge conventional assumptions about harmonious co-creation in destination image formation. UGC is associated with engagement rates 28 times higher than DMO content, despite visual similarity (Jaccard = 0.735), suggesting that perceived authenticity may operate at the sender rather than the content level. Influencer posts are associated with the highest proportion of comments expressing visit interest (42.1%), with micro-influencers outperforming larger influencers in engagement. Convergence on primary destination attributes coexists with divergence on secondary themes. Research limitations/implications: Findings derive from island tourism destinations and Instagram; replication across other destination types and platforms is needed before broader generalisation. Behavioural intention is inferred from comment content rather than measured through validated scales. The virtual influencer component is exploratory (n = 5 cases). Originality/value: To the best of the authors’ knowledge, the study provides the first systematic multi-actor comparative analysis of digital destination image effectiveness using consistent engagement metrics across island destinations. It proposes the concept of sender-dependent authenticity, in which audience engagement may respond to perceived sender identity rather than content attributes, and proposes a tension-aware dynamic model that positions DMOs, influencers and UGC along the control–authenticity and reach–engagement dimensions. Although empirically grounded in island tourism, the framework identifies mechanisms that may extend to other destination types, although empirical validation beyond island contexts remains necessary. The exploratory integration of AI virtual influencers into destination image theory anticipates shifts that existing models do not accommodate.

El cambio de paradigma hacia un mercado orientado a la demanda ha convertido a los turistas en cocreadores de productos y servicios. Con las redes sociales han surgido los influencers que ayudan a dar forma a la imagen de los destinos e influyen en las decisiones de viaje de los turistas potenciales. Este análisis sistemático basado en el marco ADO-TCM muestra que los influencers actúan como catalizadores de la cocreación, aunque su papel aún no se ha investigado en profundidad en la literatura, y ofrece conlusiones teóricas y prácticas.

This study analyses the commitment of marine tourism companies to Corporate Social Responsibility (CSR) and the factors that affect it (economics, pressures from interest groups, barriers, innovative capacity, relationships of the company with its environment and characteristics of the businesses). The data were collected in 2020 using a structured questionnaire, administered with in‐depth interviews with business owners on the island of Fuerteventura (Canary Islands). Thirty‐two small or micro‐enterprises participated in the study, out of the 150 companies in the said sector. A questionnaire was designed for an in‐depth interview with business owners. The data obtained are analysed through a combination of exploratory factor analysis and backward stepwise multiple linear regression, allowing the simultaneous examination of the interrelationships between several latent constructs derived from observable variables. The results indicate that the commitment of these companies to CSR is more conditioned by driving factors than by barriers, although one of the most important difficulties is the lack of trust in public administrations. The existing governance framework is considered limited, so it is necessary to involve all stakeholders in the tourist destination in promoting socially responsible actions. A portfolio of public policies is proposed to promote responsible behavior among companies in the sector.

Urban competitiveness and vulnerability have traditionally been studied as analytically distinct dimensions, grounded in the assumption that competitive performance necessarily strengthens urban structures. However, empirical evidence from tourist cities reveals a paradox, as high levels of tourism competitiveness may coexist with cumulative processes of structural fragilisation. This article introduces urban competitive vulnerability—an urban system’s propensity to competitive erosion driven by internal fragility accumulation, even during high performance. Using panel data from six major Spanish tourist cities (Barcelona, Madrid, Valencia, Palma, Seville, and Málaga) over 2014–2024, we develop an integrated framework with four dimensions: tourism competitiveness, sectoral specialisation, territorial pressure, and governance capacity. We construct the Urban Competitive Vulnerability Index (CVI) and test four hypotheses using panel-data models with fixed effects and interaction terms. Results confirm significant positive relationships between tourism competitiveness and structural vulnerability (β = 0.540, p < 0.001). Sectoral specialisation increases vulnerability both directly (β = 0.504, p < 0.001) and indirectly through competitiveness (65.8% mediated effect). Tourist housing intensity significantly increases housing prices (β = 0.288, p < 0.001) and evictions (β = 0.125, p < 0.05). Cities with high prior vulnerability experienced more severe COVID-19 impacts (β = −3.688, p < 0.05) and slower recovery. While limited to Spanish cities, this study provides the first urban-specific framework for competitive vulnerability with direct implications for urban tourism planning and governance.

Aggressive tourism consumption strains ecosystems, communities, and infrastructure, leading to environmental degradation and socio-economic challenges. Hotel managers witness firsthand the damage from wasteful behaviors, such as excessive water consumption in drought-prone areas and inefficient energy use. Although many studies have focused on reducing negative tourist behavior, little research has explored how promoting compassion-driven approaches among hotel managers affects environmental awareness and key performance outcomes, such as operational efficiency, guest satisfaction, and overall hotel profitability. Following the MOA (Motivation-Opportunity-Ability) framework, this study analyzes hotel managers’ emotional connections to mitigating negative tourist impacts in Spain through three components: the willingness to act (motivation), access to external resources (opportunity), and development of required knowledge and skills (ability). An analysis of Ecostars-certified sustainable hotels found that 346 out of 1,200 have implemented these practices, underscoring the influence of compassion in curbing consumptive behaviors. While hotel managers value compassion for emotional care, they believe practical opportunities, not empathy, are key to securing external resources. To drive sustainability, structured strategies are needed to turn compassion and environmental awareness into effective action. The study finds that overtourism in Spain evokes compassion, which motivates pro-environmental behavior and enhances hotel performance both financially and reputationally. While compassion boosts environmental awareness, it must be paired with technical expertise for effective sustainable practices. The study advocates integrating emotional engagement into broader sustainability strategies for lasting impact in tourism and hospitality.

As contemporary role models in the digital space, influencers are seen as one of the actors able to engage users with their posts, which also affects the image of a destination, and thus contributes to the co-creation process. At the same time, less information seems to be available on what elements influencers use and to what extent they influence the engagement of their followers. Through content analysis, the contributions to this image have been analysed by comparing different types of destinations and influencers. The results show that natural resources and undiscovered destinations generate a high level of engagement, a key element for co-creation. In addition, influencers, as the ambassadors of destinations, can have a positive impact on their sustainable development.

The competitiveness of tourism destinations is a multidimensional concept encompassing natural and cultural resources, infrastructure, accessibility, and services that cater to an increasingly discerning tourism market. Business ecosystems enhance these competitive conditions by adapting to consumers seeking high-value, differentiated experiences. This study examined the relationship between accommodation supply and tourist expenditure in the Canary Islands based on a sample of 38,071 visitors from the 2024 Tourist Expenditure Survey (EGT) of the Canary Islands Statistics Institute. Using Python and R for statistical processing, the findings revealed distinct spending patterns across accommodation types, from five-star hotels to peer-to-peer rentals, demonstrating how supply diversification influences competitiveness. The results reinforce prior research on the significance of investing in infrastructure, technology, and human capital to optimise the tourist experience. Tourist expenditure serves as an indicator of competitiveness, reflecting visitor preferences and the destination’s capacity to meet them. Accommodation choice is identified as a key determinant of spending patterns and their distribution within the local economy. This study provides an analytical basis for evaluating tourism strategies, emphasising the strategic importance of accommodation heterogeneity. It advances methodological understanding of tourist spending behaviour, offering a practical framework for destination development and strategic planning.

The management of museums and cultural heritage institutions requires a collaborative approach that involves diverse actors in decision-making. This study analyses four models of cultural management (dependent, autonomous, non-profit, and private) through case studies on the island of Gran Canaria, highlighting their advantages and limitations. As a result, a hybrid model of governance is proposed that integrates elements of the public, private, and social sectors, promoting the active participation of all stakeholders. However, the implementation of this model faces challenges such as resistance to change on the part of some institutions, the difficulty of coordinating divergent interests between public and private actors, and the need to establish regulatory frameworks that facilitate collaboration without compromising heritage conservation. Despite these obstacles, this approach seeks to improve the sustainability, efficiency, and adaptability of heritage institutions to contemporary tourism and conservation challenges.

Hotels are key consumers of products; therefore, they could contribute to the sustainable development of local communities. This research analyses consumption of local primary sector products in four-star and five-star hotels in Tenerife (Spain). In-person questionnaires were completed over a non-probabilistic sample of hotels to collate data with respect to categories of foodstuff consumption. Two indices were designed to this effect, which enabled us to compare the results according to hotel category, occupancy rate, and zone and determine the specific weight of each product category. The study aims to offer a reference tool to local authorities for granting Corporate Social Responsibility awards to luxury hotels as an incentive. Although carried out in Tenerife (Spain), this study is applicable to any tourist destination.