The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival

Abstract

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.