Every day more consumers spend much of their free time to the consumption of audiovisual series, which is reflected in the notable increase in downloads and audiences. Therefore, many sectors have decided to use audiovisual series as advertising (brand placement), being one of them the tourism sector (tourism product placement). There are many worldwide destinations that have decided to set in a fiction series, thus being viewed by thousands of spectators, which has resulted in increases in visitors. In the Spanish case is not so clear the use of this strategy, as it is analysed in this article.

Tourism marketers focus on understanding the many different segments that comprise their visitors. Understanding these segments’ motivations for travel is important in order to motivate repeat visitation and to attract like-minded consumers to visit. But how about those who do not travel? This surprisingly large percentage of the population is a lost opportunity for the industry. The research that follows, based upon a very significant USA-based sample of non-travelers, suggests that non-travelers can be effectively segmented and targeted. Understanding these segments will better allow vacation marketers to craft their product and their message, hopefully bringing more travelers to the mix.

Today, respect for the natural environmental is a variable that plays an important role when it comes to configuring a tourist destination or product, particularly since this is an industry for which the location is irrevocably fixed. Andalusia, in particular, has become well-established as a major golf tourism destination. It has more golf courses than any other of the 17 Spanish Autonomous Regions. This has stimulated a debate on the environmental impacts of sporting facilities of this type, with attention consequently focused on the need of these tourism companies to achieve and maintain social legitimacy. In the work described here, the Partial Least Squares (PLS) technique is applied to analyse the impact of the institutional context on the implementation of environmental practices and the achievement of social legitimacy by these organisations.