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Conserving appropriately the culture and heritage of a city through sustainable tourism is a key element for its economic development. Heritage cities generate economic, social and environmental benefits through tourism management. This study aims to intend, in the context of economic sustainability of the territory and promotion, to improve the understanding of the relationship between the sources of information of tourists and their motivations, with satisfaction and future behaviour intentions. For this, a study has been carried out in the Old Town of Cáceres (Spain), a city recognised as a world heritage property by UNESCO.

This study applies a descriptive analysis, based on frequencies. For data collection, a structured questionnaire has been used to identify the opinion of tourists during their visit to the heritage city of Cáceres.

This study demonstrates the existence of a positive relationship between the sources of information and the tourist experience with their future behavioural intentions and satisfaction of their visit. All this in the global context of the destination for sustainable economy and the UN Agenda 2030 for sustainable development. Furthermore, the results of the study suggest that the motivations of tourists are the most important factor in explaining the overall experience and loyalty of tourists to a city.

A limitation of this study is the data set used. The results must be contextualised at the time and place when the questionnaire was conducted.

The proposed model makes it possible to advance future heritage tourism strategies, in terms of planning and communication of the heritage resources of a destination. Tourism heritage institutions should increasingly invest in communication improvements based on new technologies and social media. At the same time, integrated planning with special policies for the sustainable protection of heritage can make important progress in the tourist and cultural development of the destination.

This article tests for the first time within the context of heritage cities in Spain and in the context of a sustainable economy and cultural heritage for destination, the relationship between different sources of site promotion information and future tourist behaviour intentions. It provides original evidence of the value of applying the underlying theory of the proposed model in a world heritage tourist destination.

The purpose of this research is to attempt to gain a deeper understanding on small to medium‐sized enterprises (SMEs) and point out some of the most serious barriers for small Spanish companies to implement such kind of strategic approach and connect it with its day‐to‐day operations.

After laying out the conceptual framework, and after giving a short description of the Spanish institutional landscape on corporate social responsibility (CSR), the paper focuses on SMEs and the practical issues relating to strategy design, core business and implementation as identified by managers and academics.

The paper shows a joint venture and a strategic partnership between the Javier Benjumea Chair and a new small Spanish company, in which the partners start a process of mutual help and learning. That partnership is itself an interesting experiment as a case of collaboration between the enterprise and an academic institution.

This is only the first step in generating a model applied to improve CSR uptake at the SME level.

The theoretical goal that is sought after in this paper is how to advance the design of a conceptual model and tools for analyzing and managing dynamically some of the most relevant intangible aspects of an SME, in order to improve its strategic management of the relationships with the stakeholders.