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The National Tourism Organizations (NTOs) are key actors of destination management at national level. The complexity and professionalism of their involvement in tourism management has been growing in recent years, both in the field of the destination marketing and in terms of tourism promotion forms, support for statistics and tourism research. An important impetus and new opportunities for the development of NTO’s activities represent new technologies, especially HDR photo and video, panoramic photos, virtual reality and mobile technologies, including extended reality. These technologies change the NTO marketing (Lange-Faria & Elliot, 2012). New technologies are also part of the social media, the most dynamic element of the current NTO marketing and, more generally, the destination marketing at all geographical levels (Kiráľová & Pavlíčeka, 2015).

Globalization of higher education and, consequently, of business education, is becoming one of the major challenges for the future development of the academic environment, as it accelerates the international dimension of higher education, which is very important to improve the quality of education, research and other higher education services (Jibeen & Khan, 2015). The paper`s research is limited to business education, whereby the term Business School is used for all high level educational institutions that offer study from fields related to Business, Commerce e.g. Economics, Finance, Management (as defined in the Oxford Dictionary). Therefore, terminological limitations should also be noted.

The Mediterranean is one of the main destinations for international tourism in Spain. According to the Spanish Statistics Institute (INE, 2016), more than half of international tourists staying at hotels chose the Mediterranean coastal provinces as a destination in 2015. Spain has about 3,500 km of Mediterranean coastline (INE, 2016). As shown in Fig. 1, these kilometers are distributed between the peninsular coast (2,058 km) and the archipelago of the Balearic Islands (1,428 Km). Tourism is an important economic sector on the Spanish Mediterranean coasts and it has become one of the most important sources of employment. For example, in Balearic Islands the tourism sector contributed 44.8% to the gross domestic product (GDP) and created 150,346 jobs (32.0% of total), in 2014.

Business environment is An important determinant of national competitiveness and sustainable long-term economic growth. Business environment quality determines the risk as well as returns from investment and therefore affects investment decisions. The business environment is largely, if not totally, beyond the control of the firms and their management. It results from existing political, legal and regulatory framework; macroeconomic policies; institutional infrastructure; social and cultural context within which transactions take place, the quality of physical and social infrastructure and many other factors. Empirical research has shown that corruption represents a serious obstacle to entrepreneurship and business (Kaufmann & Wei, 2000; Meon & Sekkat, 2005). Hellman et al. (2000) consider corruption, in addition to governance quality and state capture, a factor that significantly shapes business environment in transition countries.

Family businesses all over the world are suffering from long-term survival problems (Miller et al., 2004; Salvato & Leif, 2008) despite financially outperforming in the short run (Dyer, 2006; Villalonga & Amit, 2006). Meanwhile, general business literature agrees that if a business outperforms in accumulating more resources in the short run, it has a greater propensity to sustain in the long run (Efrat & Shoham, 2012). In this case, despite the diverse ideologies, the short term in this paper is termed to be less than three years. The simple question arising from these two research findings is why family businesses are not as sustainable in the long run if they can outperform in the short run?