Respuestas de los consumidores a los hoteles certificados medioambientalmente: el efecto moderador de la conciencia medioambiental sobre la formación de intenciones comportamentales

Este estudio desarrolla un modelo que explora la relación entre las prácticas verdes, la imagen verde, la conciencia medioambiental y las intenciones comportamentales de los clientes en un contexto hotelero certificado. Para testar empíricamente el modelo propuesto se realizaron 502 encuestas personales a clientes hoteleros en España. Los resultados muestran como las percepciones de los clientes sobre las prácticas verdes tienen un efecto directo y positivo en la imagen verde de las compañías hoteleras. Al mismo tiempo, esta imagen influye directa y positivamente sobre las intenciones de comportamiento de los clientes hacia los hoteles certificados medioambientalmente. También se demuestra que cuanto mayor sea la conciencia medioambiental de los consumidores, mayor será su intención de hospedarse, realizar comentarios positivos y pagar una prima por alojarse en hoteles certificados. Por último, la conciencia medioambiental ejerce un efecto moderador sobre la relación causal entre la imagen verde y las intenciones comportamentales.This study develops a model that investigates the relationship among green practices, green image, environmental consciousness and the behavioral intentions of customers in a certified hotel context. The study examines the direct and the moderating role of environmental consciousness in the formation of behavioral intentions based on green initiatives. To test the proposed model empirically, 502 personal surveys of hotel customers were conducted in Spain. The findings show that customer perceptions of green practices have a positive direct effect on a hotel´s green image. At the same time, this environmental image has positive direct effects on customer behavioral intentions towards certified hotels. The authors also found that the higher the environmental consciousness of consumers, the greater their intention to stay, to spread positive word-of-mouth and pay a premium for environmentally-certified hotels. Finally, consumer environmental consciousness also exerts a moderating effect on the causal relationship between green image and behavioral intentions

Determinantes de la intención de crecimiento de las PYMES: análisis desde la perspectiva de los gerentes o dueños

Este trabajo propone un modelo de intención de crecimiento de las PYMES basándose en un enfoque de emprendimiento. Para ello, toma como base la Teoría del Comportamiento Planificado para definir el modelo a través de las variables actitud, norma subjetiva y control percibido sobre la conducta, e incorporando el efecto de la orientación emprendedora de la empresa. La investigación empírica se lleva a cabo en el contexto PYME, ámbito donde el proceso de toma de decisiones recae principalmente en el gerente o dueño de la compañía. En particular, se analiza la información obtenida de una muestra de 254 PYMES mexicanas que cuentan con al menos dos años de antigüedad. Los resultados permiten explicar la intención de crecimiento de la empresa a partir del efecto directo de la actitud y del control percibido, y del efecto indirecto de la norma subjetiva y de la orientación emprendedora de los gerentes o dueños.This paper proposes a model of growth intention of SMEs based on an Entrepreneurial approach. To do this, it is based on the Theory of Planned Behavior to define the model through the variables attitude, subjective norm and perceived control, and taking into account the effect of the Entrepreneurial Orientation of the company. Empirical research is carried out in the context of SMEs, where the decision-making process rests mainly on the manager or owner of the company. In particular, paper analyzes the information obtained from a sample of 254 Mexican SMEs that are at least two years old. Results allow to explain the growth intention of the company from the direct effect of attitude and perceived control, and the indirect effect of subjective norm and Entrepreneurial Orientation of the manager or owner

Efecto de la orientación al mercado, la capacidad de redes y la orientación emprendedora en el desempeño internacional de las PYMEs

Este estudio contribuye a la literatura sobre internacionalización de PYMEs analizando la influencia de la Orientación al Mercado Internacional, la Capacidad de Redes y la Orientación Emprendedora Internacional sobre el Desempeño Internacional de este tipo de empresas. En particular, se analizan tanto los efectos directos de las variables explicativas del Desempeño Internacional como las relaciones de interdependencia existente entre las mismas. Los resultados obtenidos de una muestra de 161 PYMEs mexicanas mediante un análisis SEM-PLS ponen de manifiesto que el Desempeño Internacional de este tipo de empresas está influido positivamente por su Capacidad de Redes y su Orientación Emprendedora Internacional, pero no por su Orientación al Mercado Internacional. Así mismo, se constata que existen Relaciones de interdependencia entre las variables explicativas del Desempeño Internacional de las PYMEs, observándose un impacto positivo de la Orientación Emprendedora Internacional sobre la Capacidad de Redes y la Orientación al Mercado Internacional de las PYMEs.This study contributes to the literature on the internationalization of SMEs by analyzing the influence of International Market Orientation, Networking Capability and International Entrepreneurial Orientation on the International Performance of this type of companies. In particular, we analyze both the direct effects of the explanatory variables on International Performance and the interdependence relations existing between them. The results obtained from an example of 161 Mexican SMEs through SEM-PLS analysis show that the International Performance of this type of companies is positively influenced by Network Capability and International Entrepreneurial Orientation, but not by International Market Orientation. Likewise, there is an interdependence between the explanatory variables of SMEs International Performance, and more specifically a positive impact of International Entrepreneurial Orientation on Network Capacity and International Market Orientation of SMEs

Influence of country image on country brand equity: application to higher education services.

Purpose: The purpose of this paper is to analyze how country image affects the dimensions of country brand equity (CBE) (i.e. awareness, image, perceived quality and loyalty) in the higher education sector, as well as the interrelationships between these dimensions. Design/methodology/approach: Quantitative research with 208 international students who were starting the academic year at a Spanish university was performed to test the hypotheses. In accordance with the characteristics of the target population, the subjects interviewed were mainly from Europe and the Americas. Findings: The results indicate that the country image affects the perceived quality and awareness of the universities in the country. Additionally, a hierarchy of effects between the dimensions of CBE was found. In particular, loyalty toward the universities of a country is positively influenced by their perceived quality, which is affected by image and awareness of these universities. For its part, the image of universities is positively influenced by the awareness attributed to them by international students. Practical implications: These results have implications for marketing activities aimed at the internationalization of higher education institutions and, therefore, their appeal to international students. Originality/value: The paper’s findings represent an important step in the advancement of knowledge about CBE by taking as a basis a complex model that involves the different dimensions of this construct together with a relevant variable in international marketing, that is, country image

Entrepreneurship and College Students: Psychological determinants of own business creation

[ESP] El presente trabajo analiza la intención emprendedora de los estudiantes universitarios. Para ello se toma la Teoría de Comportamiento Planificado como marco de referencia y se realiza una encuesta entre los alumnos de la Universidad de Cantabria. De este modo se estudian algunos de los elementos que según la literatura existente influyen en el espíritu emprendedor del individuo. Los resultados alcanzados ponen de manifiesto que la intención emprendedora entre los estudiantes universitarios está relacionada con las creencias, la influencia social percibida en su entorno próximo, así como con las habilidades y capacidades del individuo para desarrollar un proyecto emprendedor. Estos resultados son especialmente relevantes para poder enfocar las diferentes actuaciones de fomento del emprendimiento en las etapas de formación previas a la incorporación de los estudiantes al mercado laboral. [ENG] This study analyses the entrepreneurial intentions of university students. Using the Theory of Planned Behaviour as a reference framework, University of Cantabria students were surveyed. The elements, according to the existing academic literature, that can influence the entrepreneurial spirit of each individual were studied. The attained results show that the university students’ entrepreneurial intentions are related to their beliefs, the social influence that is perceived in their close, social circles as well as abilities and capacities of the individual to take on an entrepreneurial project. The results are especially relevant since they make it possible to be able to focus the different entrepreneurial engagement activities within the educational stages before the students become incorporated into the labour market

The value of intelligent services and intelligent destination: From the perspective of residents

Destinations are considered brands that must be properly managed to increase not only tourist arrivals but also the quality of life of residents. Brand equity plays an important role in achieving such objectives. Simultaneously, the integration of ICT in the territory has led to the concept of “smart destinations”. In this context, the aim of the paper is to develop a value model of smart destinations from the perspective of residents (key actor of destinations as they project their image and influence the tourist experience). Our model includes smart services related to safety, health, heritage, mobility and environment. Our results confirm that smart destination value is formed by recognition, image, perceived quality and loyalty. In addition, safety, environment and mobility services are the main antecedents of smart destination value

Transient expression of calretinin in the trout habenulo-interpeduncular system during development

Calcium-binding proteins control calcium homeostasis during neural development. The expression of one of these proteins, calretinin (CR), was monitored by immunohistochemistry in the developing habenulo-interpeduncular system of the rainbow trout, a conserved region of the brain along vertebrate phylogeny that undergoes a neurochemical reorganization in late development. No CR-immunoreactivity was observed in the habenulo-interpeduncular system during the embryonic development. CRimmunolabeling appeared in newly hatched fry, and during the fry development the number of CR-immunostained elements increased progressively. During the juvenile stages (from 30 days post-hatching onwards) a gradual decrease in the number of CRimmunostained cells occurred, until its complete disappearance in adults. These variations in CR expression may represent variable calcium-buffering needs during different developmental stages

Análisis de los efectos del carácter cosmopolita del residente y su identificación con la comunidad en sus actitudes y respaldo al turismo

Este estudio tiene como objetivo comprender: 1) cómo el carácter cosmopolita de los residentes, junto con la identificación con su comunidad, influyen en sus actitudes hacia el desarrollo turístico y hacia la interacción con los turistas en las comunidades locales; y 2) cómo ambos tipos de actitudes contribuyen al respaldo a la actividad turística por parte de los propios residentes. Los resultados derivados de una muestra de 619 residentes muestran que: 1) la identificación con la comunidad tiene mayor influencia que el carácter cosmopolita del residente en la formación de sus actitudes, especialmente en la actitud hacia el desarrollo del turismo en sus comunidades; y 2) este tipo de actitud contribuye, en mayor medida que la actitud hacia los turistas, a los comportamientos de los residentes respaldando el turismo en sus comunidades.This paper aims to understand: 1) how the cosmopolitanism and the identification of residents with their communities influence their attitudes towards tourism and towards the interaction with tourists in host communities; and 2) how these attitudes influence on their behaviors supporting tourism in host communities. Our results derived of a sample of 619 residents indicate: 1) the identification with the community has a greater influence than the cosmopolitanism on the formation of resident attitudes; and 2) attitude towards tourism is the main driver of resident behaviors supporting the tourism in their communities

Atuação comercial, imagem corporativa e fidelidade: aplicação ao setor b2b de acesso a redes de telecomunicações

O presente trabalho é centrado na identificação de diversas dimensões de comportamento corporativo, para colocá-las posteriormente em relação com a imagem corporativa das empresas e a fidelidade às mesmas. Partindo de uma revisão da literatura sobre a imagem, são propostas uma série de hipóteses a serem contrastadas dentro do setor das telecomunicações e enfocadas no segmento empresarial. O objetivo é aplicar dois modelos distintos, porém comparáveis, para determinar os fatores de maior peso em cada caso, assim como a existência de possíveis diferenças entre os determinantes tanto da imagem como da fidelidade aos serviços.Ce travail est centré sur l´identification de diverses dimensions de comportement corporatif, afin de les mettre par la suite en relation avec l´image perçue des entreprises et la loyauté envers celles-ci. À partir d´une révision d´ouvrages sur l´image, une série d´hypothèses sont posées à mettre en perspective dans le secteur des télécommunications et centrées sur le secteur d´entreprise. L´objectif est d´appliquer deux modèles, distincts mais comparables, afin de déterminer les facteurs de plus grand poids dans chacun des cas, ainsi que l´existence de différences possibles entre les déterminants tant de l´image que de la loyauté envers les services.El presente trabajo se centra en la identificación de diversas dimensiones de comportamiento corporativo, para ponerlas posteriormente en relación con la imagen percibida de las empresas y la lealtad hacia las mismas. Mediante un modelo probit ordenado se comprueba que en la valoración de una compañía de telecomunicaciones por parte de sus empresas clientes influyen positivamente las percepciones sobre el servicio, el precio, la atención personal y la estrategia corporativa. Ahora bien, algunas de estas variables pierden capacidad explicativa cuando se incluyen en un modelo de intención de cambio de operador. En este caso, todo lo relacionado con el servicio y el precio cobra especial protagonismo, por lo que estos elementos deben cuidarse especialmente para que funcione cualquier estrategia de fidelización de clientes empresariales.The present work focuses on identifying the different dimensions of corporate behaviour so as to relate them to companies' perceived images and client loyalty. The literature dealing with corporate image was reviewed and a series of contrasting hypotheses proposed within the telecommunications' sector. This was tested by using an ordered probit model to see how a telecommunications' company was evaluated by its client companies in terms of positively influencing perceptions about service, prices, personal attention and corporate strategy. Some of these variables lost their power to explain the above when included in a model of intention to change service provider, all factors related to service and price assuming special protagonism. Care must therefore be taken with such elements so that any company client loyalty strategy will work. Two different but comparable models were applied for determining those factors having the greatest weight in each case, as well as the existence of possible differences between factors determining image and loyalty towards services

Smart services and equity of smart tourism destinations: analysis from the perspective of the residents

Los destinos son considerados marcas que deben gestionarse adecuadamente para aumentar, no sólo la llegada de turistas, sino también la calidad de vida de los residentes. El valor de marca juega un papel importante en el logro de tales objetivos. Simultáneamente, la integración de las TIC en el territorio ha llevado al concepto de "destinos inteligentes". En este contexto, el objetivo del trabajo es desarrollar un modelo de valor de los destinos inteligentes desde la perspectiva de los residentes (actor clave de los destinos ya que proyectan su imagen e influyen en la experiencia turística). En particular, nuestro modelo incluye servicios inteligentes relacionados con seguridad, salud, patrimonio, movilidad y medio ambiente. Nuestros resultados confirman que el valor del destino inteligente está formado por el reconocimiento, imagen, calidad percibida y lealtad. Además, los servicios de seguridad, medio ambiente y movilidad son los principales antecedentes del valor del destino inteligente.Tourist destinations are increasingly considered as brands that need to be managed to increase not only the arrivals of tourists, but also the quality-of-life of residents. Thus, brand equity plays an important role in the achievement of those objectives. Simultaneously, the integration of ICT has leaded to the concept of “smart tourist destinations”. With this in mind, the main goal of our paper is to develop a model of smart destination equity from the point of view of residents (i.e. a key stakeholder of tourist destinations since they project the image of their places and influence the tourist experience). In particular, our model includes smart services linked to safety, health, heritage, mobility, and environment. Our results confirm that smart destination equity is formed by awareness, image, perceived quality, and loyalty. In addition, smart services related to safety, the environment and mobility are the main factors influencing smart destination equity