2026-06-29T07:24:12Zhttps://docta.ucm.es/rest/oai/requestoai:docta.ucm.es:20.500.14352/1308402026-01-23T00:54:59Zcom_20.500.14352_14col_20.500.14352_15
Docta Complutense
author
Martínez Martínez, Luz
author
Cuesta Cambra, Ubaldo Armando
author
Roberts Martínez, Marion
2026-01-22T18:28:35Z
2026-01-22T18:28:35Z
2025
Martinez Martinez, L., Cuesta Cambra, U., & Roberts Martínez, M. (2025). Muriendo de Éxito: Internet, Place Marketing y Pisos turísticos en Madrid. Street Art & Urban Creativity, 11(2), 85–97. https://doi.org/10.62161/sauc.v11.5717
10.62161/sauc.v11.5717
https://hdl.handle.net/20.500.14352/130840
2183-9956
https://doi.org/10.62161/sauc.v11.5717
https://visualcompublications.es/SAUC/article/view/5717
El fenómeno de los pisos turísticos en Madrid es un reflejo de las tensiones entre la economía globalizada del turismo y las necesidades locales de vivienda y convivencia social. Si bien el turismo es un motor económico crucial para la ciudad, su crecimiento desmedido a través de plataformas digitales ha generado una serie de problemas como la gentrificación, el encarecimiento de la vivienda, la inseguridad y el rechazo. En este contexto, las herramientas de comunicación y place marketing son elementos clave para abordar esta problemática de manera sostenible. Este artículo explora el flujo comunicacional sobre los pisos turísticos en Madrid y su percepción de conflictivo en relación con el ayuntamiento y la necesidad de estrategias de comunicación eficientes y place marketing.The phenomenon of tourist apartments in Madrid is a reflection of the tensions between the globalized economy of tourism and the local needs for housing and social coexistence. Although tourism is a crucial economic engine for the city, its excessive growth through digital platforms has generated a series of problems such as gentrification, rising housing prices, insecurity and rejection. In this context, communication and place marketing tools are key elements to address this problem in a sustainable way. This article explores the communication flow about tourist apartments in Madrid and their perception of conflict in relation to the city council and the need for efficient communication strategies and place marketing.
spa
Attribution-NoDerivatives 4.0 International
Muriendo de éxito. Internet, Place Marketing y pisos turísticos en Madrid Dying of success. Internet, place marketing and tourist apartments in Madrid
journal article
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URL
https://docta.ucm.es/bitstreams/da43ecce-590d-446f-8e1f-1a91a7af44a0/download
File
MD5
5a2e389c062be62259b0b84e5fe0de34
1350910
application/pdf
2025 SAUC.pdf