LOCAL CULTURAL TOURISM, INNOVATION AND KEY ICT IN THE REACTIVATION OF TOURISM IN THE COMMUNITY OF MADRID
Tourism is one of the business areas most affected by COVID-19 in Spain. In November 2020, the region of Madrid alone recorded a 70% cumulative decline in activity on the previous year, as high as 90% for international travel and 42% for national tourism. This can be seen as an increase in local tourism, characterized by an increase in the use Information and Communications Technology (ICT) throughout the purchasing process. At the same time, cultural tourism has become a fundamental element in promoting destinations compared to MICE (Meetings, Incentives, Conventions and Exhibitions) or sports tourism. This article presents the results of empirical research using a qualitative approach to determine the characteristics of this new segment in the cultural, local and technological market and its role in kickstarting tourism in the region of Madrid. The results highlight that local cultural tourism will play a key role in stimulating tourism in the region in the medium term, where the perception of security, innovation and new purchasing patterns, heavily influenced by use of ICT, will become the basic building blocks for success.
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