Analysis of the impact of length of stay on the quality of service experience, satisfaction and loyalty

Although length of stay is a relevant variable in destination management, little research has been produced connecting it with tourists' post-consumption behaviour. This research compares the post-consumption behaviour of same-day visitors with overnight tourists in a sample of 398 domestic vacationers at two Mediterranean heritage-and-beach destinations. Although economic research on length of stay posits that there are destination benefits in longer stays, same-day visitors score higher in most of the post-consumption variables under study. Significant differences arise in hedonic aspects of the tourist experience and destination loyalty. Thus, we propose that length of stay can be used as a segmentation variable. Furthermore, destination management organisations need to consider length of stay when designing tourism policies. The tourist product and communication strategies might be adapted to different vacation durations

Análisis de la eficacia publicitaria en Internet

As a mass communication medium, the Internet has lately developed from a double perspective: on the one hand as a distribution channel and on the other as a communication channel. From this second perspective, the Web allows consumers an unlimited access to information and a greater control of their contact with advertising, because they can choose what commercial content they wish to see, when they receptive to it and whether they want to receive it completely. In this sense, the measurement of attitude to Internet advertising and its assessment by Internet users has become an essential element for the development of more profitable and efficient business communication strategies. This paper analyses the influence of advertising types on advertising assessment, as well as the effect of Internet users' previous awareness of the different advertising formats on their attitude to Internet advertising

El marketing social en EspaÑa: SituaciÑn actual y estrategias para su desarrollo

itMarketing social, itcomportamientos, éticay solidaridad, Social marketing, behaviours, ethics and solidarity,

Pasado, presente y futuro de las dimensiones pública y social en el desarrollo conceptual del marketing

Desarrollo conceptual del Marketing, dimensiones pública y social del marketing, macromarketing, marketing social, marketing público, Marketing conceptual development, marketing public and social dimensions, macromarketing, social marketing, public marketing,