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Marketing Transformation In Tourism Through Visual Ethnography, Isabel Coll-Barneto, Francesc Fusté-Forné

Journal of Sustainability and Resilience

This paper analyses the role of transformative tourism from the perspective of local establishments. The method is based on a visual ethnography study where 12 ecological accommodations located in Catalonia, north-eastern Spain, were asked to identify a photography that illustrates the philosophy of the establishments. Results discuss the meanings of the pictures focused on previous research in relation to the transformative facilitators. The physical, knowledge, social and psychological dimensions are analysed. The nature, the wood, and the relaxing areas are the most relevant elements provided by the hotels as part of their marketing strategy. Theoretical and practical implications are described.