Los SIM turísticos: una revisión de la literatura

El presente trabajo pretende realizar una revisión de la literatura existente en torno a los Sistemas de Inteligencia de Marketing (SIM) y su aplicación al sector turístico. Para su elaboración se ha realizado un estudio exhaustivo de los trabajos recopilatorios referidos al estado del arte en torno al SIM que ha sido estudiado, desde diferentes perspectivas y enfoques, desde los años sesenta. Cabe destacar que la investigación en los SIM es un tema al que, si bien en la literatura se le otorga mucha importancia, hay muy pocos trabajos que aborden esta cuestión, lo que supone una dificultad añadida para abordar esta materia. A pesar de la separación en el tiempo en que se escribieron los trabajos iniciales, desarrollados por Kotler y Berenson, y los momentos actuales, la vigencia de los mismos es incuestionable y reflejan de forma exacta las necesidades de cualquier organización de nuestros días que quiera incrementar la calidad de sus decisiones de marketing. Tras realizar una clasificación de los principales autores, por orden cronológico, se plasman en este paper una serie de conclusiones y resultados obtenidos tras la investigación, tratando de extraer aspectos extrapolables al sector del turismo ya que el modelo de SIM aplicado a esta área se puede plantear, como un instrumento importante para crear un valor añadido en las empresas turísticas posibilitando incrementar el rendimiento de las inversiones y mejorar su posición estratégica en el mercado.The present work tries to realize a review of the existing literature concerning (around) the Systems of Intelligence of Marketing (SIM) and the application to the tourist sector. For the elaboration an exhaustive study of the works has been realized recounted to the condition of the art concerning the SIM who has been studied, from different perspectives and approaches from the sixties. It is necessary to emphasize that the investigation in the SIM is a topic to which, though in the literature a lot of importance is granted him, there are very little works that approach this question, which supposes a difficulty added to approach this matter. In spite of the separation in the time in which they wrote to themselves the initial works developed by Kotler and Berenson, and the current moments, the force of the same ones is unquestionable and they reflect of exact form the needs of any organization of our days that wants to increase the quality of their decisions of marketing. After realizing a classification of the principal authors, for chronological order, there take form of this paper a series of conclusions and results obtained after the investigation, trying to extract aspects extrapolables to the sector of the tourism since the model of SIM applied to this area can appear, as an important instrument to create value in the tourist companies making possible to increase the performance of the investments and to improve their strategic position on the market

Los stakeholders del turismo

The present work tries to define and identify the different actors or agents (stakeholders) that intervene in the tourist activity, through their descriptive analysis. The work tries to define tourism stakeholders, indicating their priorities, bearing in mind that better identified stakeholders and their interests will provide more effective managerial activity in which they intervene. We try to be specific and identify the stakeholders involved in the tourist activity to understand the creation, development and system implantation of Intelligence of Marketing (SIM) in a tourist territory. This is done by means of a constant systematized process of withdrawal of information with high strategic value, involving social networks of clients, professionals and other tourist agents. These agents apart from generating intelligent market information, are going to be also the main users of this information when taking decisions or implementing managerial strategies.El presente trabajo trata de definir e identificar los diferentes actores o agentes (stakeholders) que intervienen en la actividad turística, realizando una aproximación a la definición y al análisis descriptivo de los mismos. El estudio contiene un acercamiento a la definición de stakeholders del turismo, señalando las prioridades que éstos determinan y teniendo en cuenta que cuanto mejor identificados estén, estos stakeholders y sus intereses, más eficaz será la actividad empresarial en la que actúan. Esto nos ayudará a concretar y visualizar los actores implicados en la actividad turística para profundizar, con ello, en el conocimiento sobre la creación, desarrollo e implantación de Sistemas de Inteligencia de Marketing (SIM) en un territorio turístico, entendido este SIM como una serie de procesos sistematizados y continuos de recogida de información, con elevado valor estratégico, mediante redes sociales de profesionales, clientes y demás agentes turísticos, que además de generar información inteligente de mercado van a ser también, en algunos casos, los utilitarios de la misma, a la hora de tomar decisiones y desarrollar estrategias empresariales

Subcutaneous anti-COVID-19 hyperimmune immunoglobulin for prevention of disease in asymptomatic individuals with SARS-CoV-2 infection: a double-blind, placebo-controlled, randomised clinical trialResearch in context

Summary: Background: Anti-COVID-19 hyperimmune immunoglobulin (hIG) can provide standardized and controlled antibody content. Data from controlled clinical trials using hIG for the prevention or treatment of COVID-19 outpatients have not been reported. We assessed the safety and efficacy of subcutaneous anti-COVID-19 hyperimmune immunoglobulin 20% (C19-IG20%) compared to placebo in preventing development of symptomatic COVID-19 in asymptomatic individuals with SARS-CoV-2 infection. Methods: We did a multicentre, randomized, double-blind, placebo-controlled trial, in asymptomatic unvaccinated adults (≥18 years of age) with confirmed SARS-CoV-2 infection within 5 days between April 28 and December 27, 2021. Participants were randomly assigned (1:1:1) to receive a blinded subcutaneous infusion of 10 mL with 1 g or 2 g of C19-IG20%, or an equivalent volume of saline as placebo. The primary endpoint was the proportion of participants who remained asymptomatic through day 14 after infusion. Secondary endpoints included the proportion of individuals who required oxygen supplementation, any medically attended visit, hospitalisation, or ICU, and viral load reduction and viral clearance in nasopharyngeal swabs. Safety was assessed as the proportion of patients with adverse events. The trial was terminated early due to a lack of potential benefit in the target population in a planned interim analysis conducted in December 2021. ClinicalTrials.gov registry: NCT04847141. Findings: 461 individuals (mean age 39.6 years [SD 12.8]) were randomized and received the intervention within a mean of 3.1 (SD 1.27) days from a positive SARS-CoV-2 test. In the prespecified modified intention-to-treat analysis that included only participants who received a subcutaneous infusion, the primary outcome occurred in 59.9% (91/152) of participants receiving 1 g C19-IG20%, 64.7% (99/153) receiving 2 g, and 63.5% (99/156) receiving placebo (difference in proportions 1 g C19-IG20% vs. placebo, −3.6%; 95% CI -14.6% to 7.3%, p = 0.53; 2 g C19-IG20% vs placebo, 1.1%; −9.6% to 11.9%, p = 0.85). None of the secondary clinical efficacy endpoints or virological endpoints were significantly different between study groups. Adverse event rate was similar between groups, and no severe or life-threatening adverse events related to investigational product infusion were reported. Interpretation: Our findings suggested that administration of subcutaneous human hyperimmune immunoglobulin C19-IG20% to asymptomatic individuals with SARS-CoV-2 infection was safe but did not prevent development of symptomatic COVID-19. Funding: Grifols