There are far more women than men who hold higher qualifications in tourism, but nevertheless, inequalities still prevail on executive committees in the tourism industry. Society nowadays is aware that gender inequality in terms of women’s rights and opportunities has always existed. Such problems are reflected in religious doctrines, cultural habits, and outdated ways of thinking in which women are viewed as being first and foremost careers. This attitude is also reflected in the workplace. Methodology: Hakim’s (1992) methodology has been used to classify occupations, and female-dominated, male-dominated and integrated occupations can be used, studying data published by the most important hotel chains in Spain. Objectives: since women joined the labor market, females have been employed in significant numbers in the tourism sector. The objective of this work is to study in depth what number of women are in the boardrooms of large hotel chains in Spain, collecting data from the top five hotel chains, as this important phenomenon must be researched. The most salient results are: a high number of women work in the hotels subsector and gender equality has not yet been achieved at higher echelons, since senior management positions are dominated by males. Hence, the aim of this paper is, having carried out a thorough and extensive evaluation, to empirically determine the state of play for females in this industry today and to put forward further improvements which women, the government, hotels and society should jointly strive to achieve. In the conclusion, the initial hypothesis is confirmed.

This research analyzed the online reputation of Marbella as a tourist destination and the profiles of the reviewers according to sociodemographic characteristics. A correlational, quantitative research technique was used in this study based on the manual extraction of more than 4000 reviews generated on TripAdvisor. The data used in this study were collected from the TripAdvisor website, taking, as a sample, tourists who had visited the city in the last three years. Ratings that did not provide full data on the variables were excluded. The findings show that Marbella is considered a luxury shopping destination. The preliminary conclusions allow us to generalize about the sociodemographic profile of its tourists. The findings of the study will provide valuable information for Marbella’s Destination Management Organization (DMO). On the one hand, this study highlights the importance of ranking the attractions of the city to create better communication strategies and enhance the appeal of those attractions that receive the best ratings, establishing the true vocation of Marbella as a tourist destination. On the other hand, it provides information on what tourists perceive to be negative elements, allowing the administration to create an improvement plan. The novelty of this research paper is that it delves into Marbella’s online reputation through an analysis of specific attractions’ ratings. Areas that require further attention in future research have been highlighted, along with specific advice on each attraction that contributes to the tourist offerings of the city.

Keywords: Cultural tourism, word-of-mouth, museums. ResumenEl boca a boca se ha convertido en un área relevante de la investigación en la actividad turística en las últimas décadas. Sin embargo, los efectos en esta recomendación de las emociones de los turistas es un área poco desarrollada, sobre todo en el turismo cultural. Este turismo es el segundo sector más importante en términos de número de llegadas de turistas en los países con turismo significativo, como España. Haciendo un balance de los avances recientes en el turismo cultural, este artículo explora los factores específicos que pueden afectar a los visitantes para realizar recomendaciones después de haber realizado una visita a un museo, en este caso, el Museo Picasso de Málaga (España). Como un enfoque novedoso, se diseñó un experimento (una visita guiada por algunas obras preseleccionadas y la realización de un autorretrato), realizado con 127 personas que visitaron por primera vez el Museo Picasso, de los cuales el 52,8% eran españoles y el 47,2 restante eran turistas internacionales. Los resultados muestran que la activación de emociones en turistas y no turistas, cuando están realizando actividades culturales, tiene un efecto positive en su satisfacción, afectando esto positivamente a la recomendación del museo.Palabras clave: Turismo cultural, word of mouth, museos..

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