Blasco López, María FranciscaRecuero Virto, NuriaAldas Manzano, JoaquínGarcía De Madariaga Miranda, Jesús2023-06-172023-06-172018Blasco López, M. F., Recuero Virto, N., Aldas Manzano, J., García De Madariaga Miranda, J. «Tourism Sustainability in Archaeological Sites». Journal of Cultural Heritage Management and Sustainable Development, vol. 8, n.o 3, agosto de 2018, pp. 276-92. DOI.org (Crossref), https://doi.org/10.1108/JCHMSD-09-2016-0051.2044-126610.1108/JCHMSD-09-2016-0051https://hdl.handle.net/20.500.14352/12325This research aims to determine a model for developing sustainable tourism in archaeological sites. A qualitative and quantitative approach has been assumed in order to test a model of market orientation, where 11 experts were interviewed and 122 employees of archaeological sites answered the e-questionnaire. This study offers useful insights for researchers and managers. The findings have revealed that market orientation and innovativeness positively and significantly influence tourism sustainability, measured in economic and social terms. Besides, tourist functionality has been determined as an antecedent of market orientation.engjournal articlehttps://doi.org/10.1108/JCHMSD-09-2016-0051open accessSustainable tourismMarket orientationInnovativenessManagement of archaeological sitesTourist functionality.MarketingTurismo5311.05 Marketing (Comercialización)5312.90 Economía Sectorial: Turismo