Nature tourism has a strong potential, and as a result of this tourism activity, the environmental concern is considered an important element which guides business and tourism activity. This element also generates the change in the society's behaviour, in order to conciliate economic and political interest with the environmental ones, with the final aim to guarantee the existence of these resources in the future and the tourism competitiveness of these natural areas. To get this purpose of sustainable development, in the case of natural areas where it is difficult to control the carrying capacity because the access is uncontrolled in them, it is important to attract visitors which are identify with the destination, its resources and what it has to offer. In this way the visitors have a behavior at the destination that will help to achieve its sustainability. In this sense, the segmentation has an important role in the development, management and success of a natural area in a competitive tourism environment. Because the segmentation allows knowing visitors, their preference, wishes and needs, and it makes easy the adjustment of supply. At the same time, this activity allows to lead the communication actions of a tourism destination or area toward the visitors who are identified with the destination offers. This guarantees the sustainability of destination over time. The purpose of this paper it is to identify visitors who have a behavior and interest in protected natural areas, and who will be consider as appropriate target to direct the promotion to encourage their visit. This paper includes the analysis of the type of visitors in the area of Serranía Alta de Cuenca, in Spain, according to their features, the type of travel and their opinion about the destination. This study provides relevant information to guide the management of tourism activity in this area. Latent Gold 4.5  is the statistical software used to make the segmentation. This technique is different from other by its strict statistical formulation which puts the visitors into group by the probability of belonging to each segment.

An increased level of environmental awareness by consumers has caused marketing to pay special attention to the deteriorating environment. This is a consequence of markets punishing those companies that fail to consider environmental concerns in their marketing efforts. However, how environmental proactivity is integrated into marketing strategy has been scarcely analyzed in the marketing literature. The present paper aims to fill this gap in the literature by theoretically analyzing the ways in which companies integrate environmental concerns into their marketing strategies. This theoretical analysis is complemented by an empirical investigation into 75 agrofood companies in Spain. We find that long-term marketing instruments should be given priority when companies integrate environmental issues into their marketing strategies.

Environmental concern has become an element of considerable significance which has guided the activity of business, and, this has translated into a change in behaviour in society, making it possible to reconcile economic and political interests with environmental ones. Thus, energy resources saving practices have been established in society reducing water consumption and waste separation. However, the latter requires greater effort to achieve this by individuals, which has led to a lower level of participation in selective waste collection programmes. For this reason, it is necessary to study the factors determining recycling behaviour, in order to try to have an influence on these in a way which assists the development of said behaviour. The solution largely depends on the consolidation of patterns of behaviour, but also on the possibilities for acting. Therefore, the objective that this work seeks is to analyse the behaviour of Spanish homes regarding managing waste; as well as to identify the variables that have a bearing on the undertaking of the same.

The increase of environmental problems due to the tourist activity has given rise to conservation of environment in destinations. In this sense, regional, national, and international regulatory provisions have proliferated during the last years. This article analyses the perception in the society about this kind of distinguishing signs, for the specific case of protected natural areas. Since local population participates in the appropriate development of protected areas, the knowledge and the communication of protection’s forms are necessary to achieve the purpose for which they were created. This article uses a structural equation model to know the relationship between implication of local population, knowledge and perception of forms to protect natural areas, and the influence on the support of actions related with these forms of protection. This article represents a sustainable innovation with the aim of getting recommendations about the use of distinguishing signs by tourist authorities, to achieve a good knowledge and communication of these signs, and an optimal management of destinations. The main result is that the perception of the effects produced by figures of protection influences on the support of actions related with these figures; in this way, the more positive perception is, the higher the support is.

This work aims to study the web innovation strategies used by Spanish companies in the fashion and accessories sector, with the specific aim of analyzing co-creation as an innovation strategy so that this link with customers will improve efficiency and effectiveness in decision-making. Qualitative research was carried out through in-depth interviews with Spanish professionals and companies in the fashion and accessories sector. Then, a theoretical model was proposed. This model integrates value co-creation, social networking, participation, engagement, feedback, and other variables. This qualitative analysis has relevant value for the professional sector because there are many papers from consumers’ perspective; however, studies from the retail sector’s perspective are less common in the literature. This study contributes ideas for the strategy of co-participation with clients to improve the activity and management of fashion companies.