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The purpose of this paper is to establish a categorization of corporate websites as tools of online communication, in accordance with how they apply usability to the content they present, and to determine the indicators of the content and usability variables which mark the differences between each group of websites.

The present study analyses how 754 firms manage the usability of the content they provide through the channels of their corporate websites. To this end, a cluster analysis was applied to distinguish the types of firms according to the usability and content of their websites, followed by a discriminant analysis to determine which variables differentiate the groups.

The work has presented a list of the indicators that the literature has considered to be determinant aspects of firms’ use of their websites for corporate strategic communications. These indicators can be applied in forming an instrument to measure the quality of company websites in this area.

The present paper has attempted to clarify the panorama of corporate online communication via websites, understanding the issue as being not just a mere technicality but addressing it from the perspective of the emitter of the communication as a strategic instrument.

Given the relevance of family businesses and the substantial weight that they carry within the socio‐economic make‐up of any country, this paper consists of the analysis of family firms to explore whether there are any differences between companies which grow at a faster rate than the family and those in which the family grows at a greater rate than the company, in terms of their process of succession and the professionalisation of the people involved and the methods of management. The purpose of this paper is to differentiate between different groups of family businesses through a set of independent variables.

The paper opted for discriminant analysis as an appropriate statistical tool, since it allowed the assigning of an individual to a pre‐defined group (dependent variable) on the basis of a number of characteristics (independent variables). A total of 180 family businesses were analysed.

The results of the study show that significant differences exist between family firms where the family grows more than the company and those where the company grows more than the family. Each group has a different vision. The former is more oriented towards meeting their family needs through the company, whereas the latter is more oriented towards business and professional efficiency.

One of the limitations arises from the fact that the question concerning the rate of growth of the company and the family is a “self‐reported” question that can lead to bias due to the subjective perception of growth. Other limitations arise from the cross‐cutting and exploratory nature of the research.

This paper analyses the differences between family firms where the family grows more than the company and those where the company grows more than the family.

Given the great tourist attractiveness of Spain at international level, tourism has become one of the main sources of income and employment, as well as a basic pillar of the Spanish economy. With these ideas in mind, this paper aims to study how the different promotion strategies implemented in the industry have influenced the evolution of tourism in Spain since the early 20th century.

The research is a general review, providing a historical examination of the diverse promotion strategies deployed in the tourism industry in Spain over the past decades. It focuses on the descriptive approach of these strategies and their implications throughout the 20th century and the beginning of the 21st century.

The findings reveal a shift in recent years from strategies focused on Marketing 1.0 to strategies that, apart from being centered on consumer values (therefore, Marketing 3.0), are beginning to rely to a greater extent on information and communication technologies (ICT) and sustainability, more in line with the more recent Marketing 4.0 and even Marketing 5.0.

This work has many implications for the management of public and private operators in the industry, including the need to incorporate the latest marketing trends – most notably the advances in ICT and sustainability.

The study offers an in-depth understanding of how marketing strategies have been used in the tourism sector in Spain from the end of the 19th century to the present day, which is highly original compared to previous studies.