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The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer.

This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed.

According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites.

Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid.

This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism.

The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid.

The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.

The objective of this paper is to define a structural equation model (SEM) that examines how fashion consumers' expectations of consumer brand engagement (CBE) influence purchase intention, both directly and through consumer happiness as a mediator. For this purpose, the authors will develop the components of CBE and consumer happiness variables, whose relevance in the literature has increased considerably.

For this purpose, a cross-sectional descriptive study was carried out by means of a survey developed on the basis of the scales found in the literature, with a sample of 1,296 consumers representative of the Spanish population. The method used to test the hypotheses was partial least squares SEM.

The results of this research indicate that both CBE and consumer happiness positively influence the purchase intention of fashion brands. In turn, the importance of the dimensions of the antecedent variables can be established.

The current research does not allow a longitudinal analysis of the consumption of fashion retailers. The findings of this scientific study provide a wealth of theoretical and practical information for managers to develop management models based on the sensory enjoyment of their consumers.

One of the novelties of this study is that it considers the consumer happiness variable and its dimensions in a consumer behavior model together with CBE.

This paper aims to explore the intricate relationship among urban tourism, sustainability and the contributions of natural environments to the quality of life and convivial atmospheres in urban destinations. The purpose is to provide a comprehensive synthesis of existing knowledge, exploring the nuances of how natural environments impact the well-being of diverse demographic groups, both locals and visitors.

The study systematically reviews the literature using the preferred reporting items for systematic reviews and meta-analyses (PRISMA) technique and uses the Scopus database. The search strategy incorporates key terms related to urban tourism, sustainability, quality of life and natural environments.

The findings of the systematic literature review provide insights into the current landscape of urban tourism, sustainability and the role of natural environments. The paper synthesizes existing knowledge, identifying trends, challenges and opportunities in leveraging natural environments for sustainable urban tourism.

Despite offering a thorough synthesis, this study has certain limitations. The scope is limited to articles published in English and available in the Scopus database, following the PRISMA guidelines. The implications of this research are significant, informing future studies and guiding urban tourism planning and policy development.

This research contributes to the existing literature by unraveling complexities in the interplay between natural environments, quality of life and convivial atmospheres in urban tourism. The emphasis on cross-cultural perspectives and the post-COVID-19 era adds originality, providing insights that can guide future research and practical applications in the field.