Las rutas turísticas vinculadas a series de ficción. Análisis de las rutas de Doctor Mateo y Gran Reserva

Abstract

In today’s tourism market, consumers seek differentiated tourism products, hence the offer must adapt by offering alternatives to mass tourism. Examples are tourist routes, which create a route based on a subject or resource. Hence many of them currently exist: economic, dining, wine tourism..., or even some lesser known like linked to films or series. In the case of the series they are still very few studies conducted so that it is facing a new field of research. In order to deepen this subject, this paper analyzes two tourist routes linked to two series known in the Spanish panorama: Doctor Mateo and Gran Reserva. After surveying 143 individuals who have made some of these routes, we seek to know their level of satisfaction and influence of sociodemographic variables in the valuation of a tourist route of this type, seeking positive or negative aspects that set an example for other destinations in the series that have been recorded and want to exploit the tourism potential that entails. Both routes get positive feedback, especially Gran Reserva, and areas for improvement as could be signalling. It concludes with including a destination in a high impact series and creating a tourist route is a good way to start a destination promotion, promotion should be complemented by other strategies.