Language travel supply: the case of Idealog

This paper presents the case of Idealog, a language tourism provider located in Castelldefels (Spain). A research project was conducted to study this company’s language tourism offer. This general objective was broken down into five specific objectives: contextualise Castelldefels as a language tourism destination, map Idealog as an educational institution, examine its language tourism products, analyse the promotion of its language learning packages for study abroad sojourners, and suggest possible improvements in terms of language travel product configuration and promotion. First, this destination’s environmental and social resource base -i.e. the local culture, geographical context and current situation- was described through a DESTEP analysis so as to pinpoint the main demographic, economic, socio-cultural, technological, ecological and political factors. Next, Idealog’s strengths, weaknesses, opportunities and threats were depicted by means of a SWOT analysis. Moreover, this company’s inbound and outbound language tourism offer was explored, identifying its learning programmes before examining how Idealog promotes its language tourism services. Finally, recommendations were made so as to enhance Idealog’s offer in order to maximise the language tourism experience. As well as carrying out the above mentioned analysis, primary data were collected by means of surveys and in-depth interviews to Idealog’s principals and users. The results highlighted the need to address some features related to the study abroad packages (e.g. food arrangements) and marketing (e.g. the use of social media). A detailed account of the outcomes of this project will be reported and future lines of action and research avenues will be put forward.