Asociacionismo, redes y marketing en la transformación hacia el turismo experiencial. El caso del Barrio de las Letras. Madrid

Abstract

Based on traditions and cultural heritage, small businesses can, through organization, social collaboration and marketing leverage these assets and transform urban spaces into attractive tourist destinations. The Small Businesses Association of Barrio de las Letras is an example of how transformation of a decaying neighborhood in Madrid into an experiential tourist destination is possible. The main goal of this paper is to explore how small business associations and networks among entrepreneurs can transform neighborhoods with cultural heritage into thriving and economically attractive touristic and trade areas.