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

This article aims to analyze the international marketing capabilities of SMEs in the tourism sector in the Portuguese-Spanish border through the relationship between information technology capabilities, cognitive proximity, and international entrepreneurial orientation. The analysis considers a sample of 267 companies in the tourism sector based in the Lower Guadiana border region. SmartPLS 4 software is used for statistical and data processing. The results suggest that cognitive proximity, information technology capabilities, and international entrepreneurial orientation are significant factors for the development of international marketing capabilities of the SMEs under analysis. However, the mediation of international entrepreneurial orientation does not improve the direct relationship with international marketing capabilities. This study contributes to alleviating the lack of empirical studies on business solutions in the tourism sector after the creation of Supranational Bodies such as the Alentejo-Algarve-Andalusia Euroregion and the allocation of European funds to boost interest in cross-border relations. The improvement of marketing capabilities of SMEs in the tourism sector in cross-border regions and the exploitation of synergies between different population centers on both sides of borders should result in the creation of business organizations that transcend national boundaries and aim to create a shared interest in the creation of unique value and cooperation, with a positive impact on local communities. • Cognitive proximity is essential for cross-border marketing in the southern Iberian Peninsula • Information technology and international entrepreneurial are significant for international marketing of tourism SMEs • Sustainable social and economic development would entail encouraging cross-border marketing activities by tourism SMEss