Cross-border marketing in tourist SMEs in the Alentejo-Algarve-Andalusia Euroregion

The purpose of this research is to analyze the international marketing capabilities of tourism SMEs in the Iberian South Border through the relationship between information technology capabilities, cognitive proximity and international entrepreneurial orientation. The analysis is carried out on a sample of 267 companies in the tourism sector based in the Lower Guadiana border area. SmartPLS 4 software is used for statistical development and data processing. The results show that cognitive proximity, information technology capabilities and international entrepreneurial orientation are significant for the development of international marketing capabilities of the tourism SMEs studied. This research attenuates the absence of empirical studies on business solutions in the tourism sector after the articulation of Supranational Bodies such as the Alentejo-Algarve-Andalusia Euroregion and the diversion of European funds that have highlighted an interest in border interrelations. The improvement of marketing capabilities in cross-border areas for tourism SMEs as well as the exploitation of synergies between the different localities of the bordering countries should result in the creation of business organizations that transcend national boundaries, with the objective of creating joint interests in the creation of unique value, which subsequently impacts on local communities as a result of cooperation.