Antecedentes del uso de los medios sociales por el turista: motivación, oportunidad y capacidad

This work uses the MOA model to explain to what level motivation, opportunity and ability of users are factors determining the intentions to use social media when organizing and taking vacation trips. The conclusions of the study reveal that the intentions to use social media are directly influenced by the motivation and ability of users; however, the opportunity does not significantly affect the predisposition to use such technologies. In turn, functional and hedonic benefits have an influence on motivations, while social benefits do not.El presente trabajo utiliza el modelo MOA para analizar en qué medida la motivación, la oportunidad y la capacidad de los usuarios son factores determinantes de las intenciones de uso de medios sociales en la organización y desarrollo de viajes turísticos. Las conclusiones del estudio revelan que las intenciones de uso de los medios sociales se ven afectadas por la motivación y las capacidades de los usuarios y, sin embargo, no se ven influenciadas por la oportunidad. A su vez, en las motivaciones influyen los beneficios funcionales y hedónicos, pero no los sociales

Artificial intelligence’s impact on hospitality and tourism marketing: exploring key themes and addressing challenges

Understanding how Artificial Intelligence (AI) impacts organizational functions supports stakeholders to prepare accordingly and profit from these developments. Adopting a grounded theory approach, this study uses three interlinked stages (in-depth interviews, focus groups and a questionnaire-based survey) to explore the impact of AI on the marketing function of hotels. The results identify ten trends related to AI’s contribution to hotel marketing, clustered in four themes. AI reengineers internal processes and procedures by enabling data and content as catalysts of competitiveness; empowering the augmented worker and performing mass personalization and customization. AI also impacts relationships with stakeholders by determining return on investment; improving sustainability; and governing legal aspects and ethics regarding data use. AI supports networks to which the organizations belong by concentrating and integrating organizations and transforming distribution models. AI transforms customer processes and services by engaging smart and predictive customer care and by employing predictive and augmented product and service design. The study illustrates the changes that AI will likely bring to hospitality and tourism marketing, developing a research agenda and raising discussion points for academic and industry practitioners respectively

Managing IS Services with Something in Between Outsourcing and Insourcing: Buffer Organizations

Traditionally, organizations have faced the dilemma between \uadoutsourcing and insourcing, both of which have shown a certain amount of problems. In between the two of them a new concept arises. This is the use of internal markets as a buffering mechanism for organizations, which create an intermediate society between the main organization and the market. This article shows two cases of organizations from different environments in which the sourcing process involved the creation of an intermediate organization to act as the described buffering mechanism. Both processes were related to the IT function. The first case was that of a Public Spanish University that decided to create the buffer society as a way to outsource certain IS/ICT functions while retaining a good level of control over workers and over management of these functions. The second case was that of an Italian SME which decided to create a buffer company in order to manage the implementation project of an ERP System. The study of the two cases has helped us identify and confirm empirically a number of features achieved by this internal mechanism use

Antecents of the use of social media by tourists: motivation, opportunity, and ability

El presente trabajo utiliza el modelo MOA para analizar en qué medida la motivación, la oportunidad y la capacidad de los usuarios son factores determinantes de las intenciones de uso de medios sociales en la organización y desarrollo de viajes turísticos. Las conclusiones del estudio revelan que las intenciones de uso de los medios sociales se ven afectadas por la motivación y las capacidades de los usuarios y, sin embargo, no se ven influenciadas por la oportunidad. A su vez, en las motivaciones influyen los beneficios funcionales y hedónicos, pero no los sociales.ABSTRACT: This work uses the MOA model to explain to what level motivation, opportunity and ability of users are factors determining the intentions to use social media when organizing and taking vacation trips. The conclusions of the study reveal that the intentions to use social media are directly influenced by the motivation and ability of users; however, the opportunity does not significantly affect the predisposition to use such technologies. In turn, functional and hedonic benefits have an influence on motivations, while social benefits do not