La orientación al mercado en los yacimientos arqueológicos

Propósito del estudio: Numerosos yacimientos arqueológicos se han transformado en productos para el consumo. La adopción de esta dimensión económica ha significado que sea imprescindible no comprometer la sostenibilidad de los mismos. El objetivo central de la investigación ha sido determinar las variables que constituyen un modelo de orientación al mercado en los yacimientos arqueológicos cuyos resultados se midan en criterios de sostenibilidad económica y social. • Diseño de la investigación: Al tratarse de un estudio exploratorio y dada la casi total ausencia de investigaciones relativas a la creación de valor en los yacimientos arqueológicos, ha sido preciso el desarrollo de dos investigaciones empíricas. El estudio cualitativo ha tenido el propósito primordial de averiguar si existe alguna relación entre la adopción de la orientación al mercado y la sostenibilidad en estos productos turísticos. Se ha empleado la Teoría Fundamentada como metodología, con el apoyo del paquete informático ATLAS/ti. La construcción de la Teoría Fundamentada se ha basado en 11 entrevistas en profundidad no estructuradas realizadas a expertos en gestión del patrimonio, la observación no participante de los mismos y la revisión de documentos. La investigación cuantitativa ha tenido por finalidad proponer un modelo de orientación al mercado encaminado a garantizar la sostenibilidad de los yacimientos arqueológicos. La validación del modelo predictivo se ha realizado mediante la técnica de mínimos cuadrados parciales (PLS), desarrollado a través del envío de un e-cuestionario. • Resultados: El modelo de la orientación al mercado en los yacimientos arqueológicos revela que es positivo que existan tres factores antecedentes: aversión al riesgo de la alta dirección, énfasis de la alta dirección turística y funcionalidad turística del recurso para la posterior adopción de la orientación al mercado; basada únicamente en los constructos generación de información y respuesta organizativa. A su vez, pone de manifiesto que el constructo generación de información tiene una influencia positiva en la sostenibilidad social de estos recursos y, de forma equivalente, la respuesta organizativa afecta positivamente en la sostenibilidad económica de éstos. • Limitaciones de la investigación: Las limitaciones teóricas y metodológicas más significativas han sido la ausencia de estudios anteriores relativos a la influencia comercial en la sostenibilidad de estos recursos con los que poder comparar y el limitado tamaño de la muestra alcanzado que supone un alto error muestral. • Implicaciones profesionales y académicas: La apropiada adopción de la orientación al mercado en los yacimientos arqueológicos genera beneficios sostenibles en el plano social y económico. El modelo de orientación al mercado en los yacimientos arqueológicos permite a las organizaciones encargadas en la gestión de estos recursos valorar si las actividades que desarrollan cumplen los criterios presentados, y les facilita un conjunto de estrategias que conducen al desarrollo sostenible social y económico de estos recursos. • Originalidad: El modelo propuesto confirma que existe una relación entre la orientación al mercado en los yacimientos arqueológicos y su sostenibilidad económica y social aplicando el modelo Markor. Se trata de una primera aproximación para futuras investigaciones que posibiliten una mejor vía para alcanzar la sostenibilidad en los recursos patrimoniales

Diseño de un sistema de gestión de calidad, según directrices de la Norma ISO 9001:2015 en la Facultad de Comercio y Turismo

Este proyecto tiene como finalidad el diseño y desarrollo de un sistema de gestión de calidad para la Facultad de Comercio y Turismo basado en la norma internacional ISO 9001:2015, que establece los estándares en gestión de la calidad en entidades

Students Shaping Their Future: Virtual Reality Interactive Exercises to Engage In For Learning

Based on the Technological Acceptance Model, this chapter aims to propose a case study to expand the body of knowledge concerning the adoption of virtual reality applications as e-learning tools. Lockdowns to contain the spread of the COVID-19 pandemic are posing many challenges of how to improve STEAM-based curriculum design so as to provide students with an array of significant life skills to meet the shifting labour-market demand and embrace the hybrid intelligence that is expected in their future workplace. The case study is developed based on a sample tourism postgraduate student during the course of 2020–2021 that were asked to design and create a VR tour as part of the subject final task. After, students were requested to voluntarily answer an online questionnaire. Findings confirm that students’ attitude toward using VR Tour Creator tool strongly influences their intention to use it, the impact of perceived usefulness on satisfaction and the effect of perceived ease of use on perceived usefulness. The rest of the six effects are rejected; suggesting that virtual reality tools for the creation of tours are still in their infancy and that the developers of these tools should consider the knowledge presented in this chapter to improve their e-learning performance.Depto. de MarketingFac. de Comercio y TurismoTRUEpu

Reimagining Tourism Events: Spain’s Preparation for the Return of a Healthier Breed of Tourists

High-tech solutions that mainly emerge in sport, nightlife, musical and cultural tourism events are arising that meet new pockets of demand, try to boost traveller confidence and attempt to foster tourism sustainability. Hence, Spain has become a lab for all these flourishing digital innovations that test the improvement of tourists’ experience. It appears that the best-positioned tourism events that will take advantage of this pandemic will be those that best meet the needs of a new upcoming singular segment named “Generation Clean”. How the event tourism industry attracts tourists by satisfying their new elevated expectations remains to be seen. The use of Bring Your Own Device (BYOD) gadgets across QR codes, apps, wearables and bots are consolidating among inbound international and domestic tourists, which is allowing to track in real time visitors’ needs, behaviours and health conditions. Robots, artificial intelligence, facial recognition, among other advancements, are helping the industry confront this new panorama. Based on the preceding discussion, this chapter seeks to shed light on the significance of technological initiatives as a motor that boosts the recovery of the event tourism segment in Spain. The interest of this chapter is motivated by the unquestionable need of technological transformation tourism industry for the post-COVID-19 world.Depto. de MarketingFac. de Comercio y TurismoTRUEpu

Culinary destination enchantment: The strategic interplay of local gastronomy in regional tourism development

This study delves into the dynamic realm of tourism research, highlighting the significance of local cuisine in destination allure. By leveraging regional food for branding and growth, it enriches visitor experiences while reinforcing regional identity. Utilizing Grounded Theory and Atlas.ti software, the research explores the influence of personal motivations, preferences, and risk perceptions on tourists and food enthusiasts. Through five expert interviews and a thorough literature review, it uncovers nuanced insights into tourists’ attitudes towards culinary tourism. With a particular focus on the Basque region, it underscores the strategic deployment of sensory gastronomic experiences for effective place-branding.Depto. de MarketingFac. de Comercio y TurismoTRUEpu

User Generated Content Contribution to Museum Experience Design

Museums have shifted to a new hybrid cultural venue format, to be enjoyed through multiple channels, multiple platforms, spreading the voice of art all around the world. Museums are challenged to draft new ways to interact with potential visitors. Technology has built a new framework of opportunities for museums to engage with clients and art and culture lovers, allowing these consumers to be part of the museum experience from any place. This chapter seeks to evaluate through a conceptual analysis of the use of #musetech and #musesocial, as a tool to define the new technological adoptions of potential visitors, matching their digital needs, and measuring the level and depth of adoption of these museums’ disruptive technologies. An initial exploratory analysis is offered (n = 617 posts) to determine the current trending topics reframing service design.Depto. de MarketingFac. de Comercio y TurismoTRUEpu

Forecasting the next revolution: food technology’s impact on consumers' acceptance and satisfaction

Purpose In a sector that needs to satisfy a fast-increasing population, advancements like cultivated meat and bio-circular economy are basic to sustain the industry and the society. As innovations are key for economic and social progress, it is crucial to understand consumers' position on this matter. Design/methodology/approach Based on text data mining, 7,030 tweets were collected and organised into 14 different food-related topics. Of the total, 6 of these categories were positive, 5 were negative and 3 were neutral. Findings In total, 6 categories related to food technologies were positively perceived by Twitter users, such as innovative solutions and sustainable agriculture, while 5 like the virtual dimensions of the industry or crisis-related scenarios were negatively perceived. It is remarkable that 3 categories had a neutral sentiment, which gives ground to improvement before consumers have a negative opinion and consequently will be more complicated to change their minds. Originality/value Technological innovations are becoming predominant in the food industry. The SARS-CoV-2 pandemic has made the sector improve even faster. Traditional methods needed to be substituted and technologies such as robots, artificial intelligence, blockchain and genetics are here to stay.Depto. de MarketingFac. de Comercio y TurismoTRUEpu

Robots, Artificial Intelligence, and Service Automation to the Core: Remastering Experiences at Museums

Purpose: In the experience economy, the main challenge for museums is not only to attract visitors but also to preserve artworks. Given this circumstance, this chapter aims to offer an overview of how these cultural organisations have emerged as labs of the future culture, where all kind of technological experiments are tested so as to fulfil their mission. Design/methodology/approach: This chapter is based on extensive literature review on issues related to robots, artificial intelligence and service automation (RAISA) in the museum sector. Examples illustrate the role of technology in the experience design and preservation of cultural resources. Findings: 1) A chronological framework of museums’ orientations is established to understand the evolution toward the technology-driven present period. 2) Robots, artificial intelligence and service automation have a meaningful contribution to make in guaranteeing visitor arrivals. 3) This technological phase requires a tourism workforce with new skills. Research limitations/implications: Few academic studies concerning to the use of robots, artificial intelligence and service automation in the museum sector were found. Hence, more empirical studies are required to completely corroborate the chapter’s suggestions. Practical implications: An enlightening path for the service design of multisensory and participatory is proposed, as a useful guide for heritage managers, marketing practitioners and tourism planners. Originality/value: Museum management has been always receiving the attention of managers, policymakers, scholars, among others. Insights of how technology enhances heritage preservation and the improvement of museum services throughout numerous examples can direct them to increase knowledge and adopt these practices.Depto. de MarketingFac. de Comercio y TurismoTRUEpu