Positioning axes of sustainable tourist destinations: The case of Aragón

Abstract

The purpose of this research is to determine the optimal positioning strategies of Aragón as a sustainable tourist destination. An exploratory research is carried out based on the analysis of statistical information sources, the identification of global and multisectoral macro-trends with direct impact on the evolution of the tourist sector, and the use of the qualitative technique of the focus group. The main and secondary axes to provide a basis for the positioning strategy of the autonomous community are presented as a result.