Pedro Zaragoza Chair awards two projects on wine tourism and sustainability and social responsibility in tourism businesses

Pedro Zaragoza Orts Chair of Tourism Studies at the University of Alicante presented its awards this Tuesday to the best Final Degree and Master's Theses (TFG and TFM) developed by researchers from the University of Alicante and other Spanish universities related to the tourism sector, its challenges and opportunities, during the 2023-2024 academic year. The event took place in the UA Rector's Office Building and was attended by numerous authorities and representatives from the academic and business worlds, led by the Mayor of Benidorm and President of the Alicante Provincial Council, Toni Pérez.

He was accompanied by the UA Vice-Rector for Students and Employment, Raúl Ruiz Callado; the Executive Director of Hosbec, Mayte García; the Director of the Pedro Zaragoza Orts Chair of Tourism Studies, Ana Ramón Rodríguez; the Technical Secretary of the Chair, Jesús Navarro; the Academic Secretary of the University Institute of Tourism Research, Mª Reyes González; and the Vice Dean of Internships, Students, and Entrepreneurship at the UA and Coordinator of the Degree in Tourism, Mª Paz Such Climent, among others.

At the presentation, the mayor of Benidorm emphasized that "at this event, once again this year, knowledge and tourism go hand in hand" and that, "the University of Alicante, with its Pedro Zaragoza Orts Chair, and always with the support of Benidorm City Council, recognizes the research and talent put at the service of an industry that is key to the economic development of the country as a whole, and especially our province." Not in vain, the tourism industry "accounted for more than 13% of the national GDP, marking a new record and exceeding the previous year's figure by several tenths, generating almost €208 billion and accounting for nearly 13% of employment," the mayor recalled. Toni Pérez also emphasized that tourism "generates wealth and employment wherever it is practiced, offering opportunities for development and happiness, and therefore, well-being." He also indicated that "its importance is unquestionable in economic terms, as is the growing interest it is generating in the academic field, something we should be pleased about, because achieving the social recognition that the figures attribute to tourism necessarily requires the support of academic institutions that, through observation and study, demonstrate the relevance and scope of the activity."

Finally, he congratulated all of this year's award winners and expressed his gratitude "for choosing tourism and for believing in the potential it represents, for opening new horizons for us through your perspective, and for enriching the theoretical and practical knowledge surrounding an industry that defines us." He also wished them that "the award received today will be an encouragement, the beginning of a long, fruitful and successful professional career." Finally, he thanked all the institutions that make up Pedro Zaragoza Orts Chair.

Awards

In the Final Degree Project (TFG) category, first prize went to José Pascual Barceló for his work "Corporate Social Responsibility and Sustainability in the Tourism Sector: Analysis of Consumer Perceptions in Spanish Hotel Chains," directed by Mercedes Úbeda García. Second prize went to Ana Puche López for her work "Literaturistear: Literary Tourism in the Valencian Community," directed by María Paz Such Climent; while third prize went to Adelaida González Illán for her work "HR Skills from a Gender Perspective Toward Inclusion," directed by María Rosario Andreu Guerrero.

In the Final Master's Project (TFM) category, Santiago González González won for his work "Innovation and Wine Tourism, a Perfect Pairing," directed by Javier Martínez Falcó and Eduardo Sánchez García. The second prize went to Nuria Soler Micó for her work "Marketing Plan for Casa Santonja – Palau dels Marau de L'Olleria," directed by Carla Rodríguez Sánchez.

The first prize for the best Master's Thesis not completed at the UA went to Andrea Todolí Moreno, a UA graduate from Benidorm whose master's degree was completed at the University of Castilla-La Mancha, for her work "Analysis of documents on the rise of tourism in Benidorm during the developmental period using text mining: an application of Voyant Tools in humanistic research," directed by María Ángela Celis Sánchez. The mayor particularly praised this work for being "dedicated to the beginnings of tourism in our city" and for addressing "that historic moment from a completely new perspective, and for being written by a Benidorm native who trained at this university and who, like all the award winners, believes that tourism and everything surrounding it must be analyzed, researched, and reflected upon."

Chair of Tourism Studies

The Pedro Zaragoza Orts Chair of Tourism Studies aims to analyse, research, and teach the current situation, problems, and perspectives of tourism businesses and destinations in general, from all relevant perspectives. It is responsible for developing training and research programs to improve training and knowledge in this field.

Its program of activities includes courses and seminars on tourism topics, with a special focus on the Costa Blanca and Benidorm, conferences and exhibitions on tourism, along with studies and research.

The Chair is comprised of the University of Alicante, Benidorm City Council, Visit Benidorm, the Alicante Provincial Council, the Costa Blanca Tourist Board, Turisme Comunitat Valenciana, Invattur, and the business association Hosbec.