0000000000346650
AUTHOR
Marcelo Royo Vela
Oferta y demanda en el mercado turístico homosexual: una propuesta de estrategias de intercambio para la mejora del marketing en el segmento
-Marcelo.Royo@uv.es -M.Eugenia.Ruiz@uv.es La demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la oferta turística, definir las peculiaridades de la demanda turística homosexual en cuanto a sus necesidades y expectativas, y exponer una serie de estrategias de marketing, ya sea segmentación, posicionamiento o mezcla de marketing, a seguir por aquellas empresas del sector turístico que deseen orientarse ha…
Internacionalización de empresas a través de clústeres: análisis bibliométrico de palabras clave de 152 publicaciones destacadas en el período 2009-2018
[EN] While countless studies on the role of clusters in regional economic developments and business performance have been done, some disadvantages and limitations also have been identified. Limitations such as small local markets, limited resources, isolation, and over-independence which lead companies to a lock-in state regarding knowledge and innovation can be solved by means of internationalization or foreign market expansion. Therefore, the internationalization of clusters still needs more attention. Furthermore, by conducting a bibliometric study based on the keywords from previous research, this investigation intends to identify the principal and most influential items, their relation…
The Antecedents of Consumers’ Negative Attitudes Toward SMS Advertising: A Theoretical Framework and Empirical Study
Short message service (SMS) advertising refers to the transmission of advertising via mobile phones in the form of text-based messages (Haghirian, Madlberger, and Tanuskova 2005). Recent marketing research indicates that investigations on consumers’ attitudes toward SMS advertising are limited, and empirical examination of antecedents that negatively influence attitudes toward SMS advertising is even scarcer. As a consequence of this lack of knowledge, current practices of mobile advertising might be ineffective. This research examines irritation, privacy concerns, and intrusiveness perception as main factors that provoke a negative attitude toward SMS advertising. Using structural equation…
The perceived time value importance for enrolment in online masters courses: an extension of the Technology Acceptance Model
Purpose. The main objective of this research is to obtain a better understanding of the impact of perceived time value on the intention of pursuing an online Master’s degree for its applicants. For this reason, perceived time value is added to the Technology Acceptance Model. Design/methodology/approach. Data are collected from a purposive sample of 147 individuals, who were interested to continue their higher education. Both, online and personal surveys are used to collect data. Achieved data are analysed by structural equation modelling. Findings. The results show that the perceived time value is significantly related to the ease of use and perceived utility, which in turn, show a signifi…
Resident attitude towards tourism and visitor: determinant factors in rural-cultural tourism and excursionism
-Marcelo.Royo@uv.es -M.Eugenia.Ruiz@uv.es En la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efectos directos y/o indirectos de los impactos percibidos del turismo y la valoración de dichos efectos realizada por los residentes en el destino turístico. El objetivo del estudio es analizar la actitud de los residentes en un destino turístico de naturaleza rural-cultural respecto a los visitantes, ya sean turistas o excursionistas en el destino objeto de estudio. Asimismo, se examinan los factores susceptibles de influir en la formación de dicha actitud y su potencial uso en el desarrollo turístico del destino. Como resultado de nuestro estudio, se obser…
Brand Fan Pages experience and strength as antecedents to engagement and intensity of use to achieve HEIS’ brand loyalty
ABSTRACTThe growing competitive environment in which Higher Education Institutions (HEIs) are immersed has caused them to be constantly focused on implementing new strategies that allow them to con...
Imagen de marca y análisis lexicográfico: una aplicación a centros comerciales
[EN] The concept of image in its different aspects is very important in today s society as well as in the business management field. Some authors reports that most of the studies that measure image do not take into account neither previous theoretical and conceptual models nor other possible empirical evidence alternatives. Given this need, a research regarding the concept of brand image applied to shopping malls was conducted based on the conceptual model of the consumer cognitive response in order to empirically explore and contrast it. For this reason, a survey was applied to 420 consumers in five shopping malls in Bogotá, achieving a database of 3.749 cases. The results show attribute-s…
El uso de GPS para el análisis del comportamiento espacio-temporal de los turistas. Pre-test en el Valle de Boí
Este artículo es un análisis exploratorio sobre el uso de los GPS para estudiar el comportamiento de los visitantes en un espacio abierto. El Valle de Boí es un escenario turístico que ofrece diversos recursos de primer orden, por lo que el estudio de los recorridos de los visitantes permite analizar la respuesta a estímulos muy diferentes. Los resultados demuestran que el recurso del GPS en espacios abiertos permite ampliar la información sobre el uso social del espacio turístico y abre las puertas a nuevas formas de análisis. This article is an exploratory analysis of the use of GPS for the study of visitors’ behaviour in an open space. The Boi Valley is an open space that offers importan…