Estudio de la intrusividad percibida como moderador de la evasión publicitaria en redes sociales

Este trabajo pretende hacer una aproximación a la efectividad publicitaria influida por la percepción de su intrusividad. Para ello se intentará demostrar mediante la elaboración de un modelo de relaciones, que la intrusividad percibida se comporta como un antecedente de la evasión (cognitiva) hacia la publicidad. El trabajo también establece cuáles son los formatos publicitarios más usados en redes sociales en Internet (desde ahora RRSSI) y realiza una medición de su efectividad en función de los niveles de intrusividad percibida por el usuario. Las implicaciones para la gestión permiten discriminar qué formatos son los más adecuados para hacer más eficaces los esfuerzos de comunicación en redes sociales, siendo esta efectividad clave en un mercado donde el nivel de inversión publicitaria es cada vez mayor.Tesina del Máster en Marketing y comportamiento del consumidor 08-09 de la Univ. de Granada, Dpto. de Comercialización e Investigación de Mercado

Exploring the antecedents of customers’ willingness to use service robots in restaurants.

This study examines the willingness of customers to accept, and their intention to recommend, the services provided by service robots in restaurants. A mixed-methods research approach was taken to evaluate a theoretical model based on behavioural reasoning theory (BRT). The results demonstrated the important influence of positive attitudes and objections to the use of service robots on consumers’ willingness to use service robots, as well as their intention to recommend restaurants that use them. Among the main aspects that affect attitudes and objections, we found hedonic perceptions, perceived safety, interaction quality perception and anthropomorphism.Open Access funding provided thanks to the CRUE-CSIC agreement with Springer Nature. Funding for open access charge: Universidad de Málaga / CBUA. This research was supported by the Andalusian Plan for Research, Development and Innovation (PAIDI) of the Andalusian Government (Grant: Research Group SEJ-567) (Spain)

Service Robots and Waiters, such a good team!

The use of service robots is gaining popularity. It has been considered one of the most influential technological implementations in providing services in the restaurant business and hospitality (Tung and Law, 2017). This study aims to explain the willingness to accept the use of robots in an augmented way to human work in hospitality services. To this end, a two-stage investigation was carried out: first, a qualitative study to identify the aspects of the service provided by the robot highlighted by the real clients; later, a relationship model was designed and then evaluated with quantitative data. The results show that the conceptual model explains 84.5% of the willingness to accept service robot use in restaurant establishments and 52.1% of the intention to recommend this type of service robots. Specifically, the willingness to accept service robots use is mainly explained by the positive influence of the intention to recommend, hedonic motivations and outcome quality. From a theoretical point of view, this study contributes to explaining the willingness to accept service robots use and recommend the services provided by robots in the hospitality and restaurant business. This study offers a different approach to previous studies that have focused on variables from traditional models of technology acceptance, such as perceived usefulness, perceived ease of use, performance expectancy or effort expectancy. From a practical point of view, this study highlights the importance of companies enhancing the hedonic character of the customer experience, the anthropomorphic characteristics of robots, perceived safety and quality of services provided jointly by staff and robots, and outcome quality. It is essential to consider that these variables influence both positive attitudes and objections and the willingness to accept and intention to recommend.This work was supported by the Plan Andaluz de Investigación, Desarrollo e Innovación de la Junta de Andalucía, Grupo SEJ-567 (Spain). Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tec

The role of motivations and satisfaction in repeat participation in cycling tourism events

With the rise of international cycling tourism, it is necessary to study the role that motivations and satisfaction play in explaining the probability of repeat participation. This study analyses a sample of 1098 participants in the “Mallorca312”, an international road cycling race. The results confirm the importance of motivations related to contemplation, lifestyle, social interaction, and the satisfaction dimension before, during and after service increase the probability of repeat participation. Furthermore, the findings contribute to the theory of the characterization and behaviour of cycling tourists, in addition to helping event organisers and destination management to improve their marketing strategies. Management implications This article provides management implications for enhancing marketing campaign effectiveness and repeat participation in sports tourism events. These suggestions will - Promote more sustainable tourism and maintain constant demand outside peak season, - Focus promotional campaigns on motivational dimensions that increase the likelihood of repeat participation, - Emphasize experiential aspects and social interactions in event organization, - Vary challenges and new routes to sustain participant interest. The study provides information to identify and attract the most profitable and potentially loyal market segments, thereby improving segmentation efficiency, promotional campaign effectiveness, and the event's economic performance.Funding for open access charge: Universidad de Málaga/CBU

Impact of perceived value on intention to use voice assistants: The moderating effects of personal innovativeness and experience

Voice assistants (VAs), such as Alexa, Siri, and Google Assistant, are instruments increasingly used by consumers to perform daily tasks. The objectives of the present study are to examine the antecedents of consumers' continuance intention to use VAs and the moderating effects of personal innovativeness and experience. Based on behavioral reasoning theory, a research model is proposed to provide insights into the drivers of continuance intention to use. Two empirical studies, based on data collected via online surveys, were conducted. The model was analyzed through partial least squares structural equation modeling. The findings of the studies showed that emotional value and performance expectancy were key antecedents of continuance intention to use, which in turn positively influenced actual use and word‐of‐mouth intention. In contrast, the quality value was a significant antecedent of continuance intention to use in only one of the two studies, and the influence of price value, social value, effort expectancy, and privacy risk was not found to be significant. However, the second study showed that several of these relationships are moderated by the consumer's experience and personal innovativeness; specifically, less innovative users are sensitive to quality value, and experienced users are sensitive to social valueAndalusian Research, Development and Innovation Plan (PAIDI 2020)Grant: Group SEJ‐567 (Spain)Universidad de Málaga/CBU

El turista actiu sènior: el cas de les Illes Balears

[cat]El turisme de destinacions estacionals i madures, com el de les illes Balears, s’ha de reorientar amb productes i polítiques turístiques més sostenibles. Aquesta situació, juntament amb el fet que a les illes Balears es gaudeix d’entorn natural privilegiat, a més de la serra de Tramuntana declarada Patrimoni Mundial, ofereix un gran potencial per desenvolupar nous productes turístics com el senderisme. El present treball aprofundeix en el turista hiker i en destaca el paper i el gran potencial que té per a la destinació. Basant-se en una mostra de hikers contactats a la serra de Tramuntana, es va segmentar per edats, distingint entre hiker sènior de més de 60 anys i la resta dels enquestats. L’anàlisi de resultats va revelar diferents característiques sociodemogràfiques, motivacions per a l’elecció de la destinació turística, així com diferents patrons de comportament turístic, despesa i satisfacció. Els resultats tenen importants aplicacions pràctiques per promoure les destinacions senderistes com a producte turístic, ja que promoure l’activitat del hiking en el segment sènior, durant la temporada baixa, que coincideix amb unes condicions climàtiques més apropiades per a la pràctica del hiking, permet no només desestacionalitzar la destinació, sinó atraure un tipus de turisme actiu que de mitjana gasta més i que es troba més satisfet.[spa]El turismo en destinos estacionales y maduros, como el de las islas Baleares, debe reorientarse con productos y políticas turísticas más sostenibles. Esta situación, junto con el hecho de que en las islas Baleares se goza de entorno natural privilegiado, además de la sierra de Tramuntana declarada Patrimonio Mundial, ofrece un gran potencial para desarrollar nuevos productos turísticos como el senderismo. El presente trabajo profundiza en el turista hiker y destaca su papel y el gran potencial que tiene para el destino. Sobre una muestra de hikers contactados en la sierra de Tramuntana, se segmentó por edades y se distinguió entre hiker senior de más de 60 años y el resto de los encuestados. El análisis de resultados reveló distintas características sociodemográficas, motivaciones para la elección del destino turístico, así como diferentes patrones de comportamiento turístico, gasto y satisfacción. Los resultados tienen importantes aplicaciones prácticas para promover los destinos senderistas como producto turístico, ya que promover la actividad del hiking en el segmento senior, durante la temporada baja, que coincide con unas condiciones climáticas más apropiadas para la práctica del hiking, permite no solo desestacionalizar el destino, sino atraer a un tipo de turismo activo que en promedio gasta más y que se encuentra más satisfecho

The acceptance of microblogging in the learning process: The µBAM model

Microblogging social networks (µBSNs) provide the opportunity to communicate worldwide making use of a small number of characters; an apparent limitation that forces users to share only essential information when linking to the world with which they interact. These platforms can serve to motivate students by narrowing the physical and psychological distances separating teachers and students, thus increasing their confidence and engagement in the learning process. The main thrust of this paper is based on the notion that µBSN opens a window on informal knowledge, self-directed learning and the creation of knowledge-based networks for use in the classroom setting. To examine this issue in greater depth, an experiment was carried out using a µBSN before, during and after face-to-face class sessions. In this study we used the Technology Acceptance Model (TAM), incorporating some of the constructs commonly found in the scientific literature. These constructs refer to the effect of subjective norms and social images on the use of web-based social networks. The analysis gave rise to a robust and parsimonious model of social network usage behavior that confirmed the proposed research hypotheses. The findings demonstrated that he extended TAM model is suitable for explaining the acceptance of web-based teaching tools as well as the validity of microblogging networks in combination with traditional classes.</p

Segmentación de los cicloturistas de montaña en las islas baleares a través de las motivaciones de visita: un análisis clúster

El objetivo principal de este trabajo fue explorar el perfil del cicloturista de montaña en las islas Baleares a través de un análisis de sus motivaciones de visita. Específicamente, se segmentó una muestra de asistentes a una prueba de turismo de montaña (n=499) utilizando un análisis clúster y explorando las diferencias entre segmentos respecto a variables sociodemográficas y de comportamiento. El análisis factorial reveló cuatro dimensiones de la motivación para la participación: fisiológico sensoriales, prácticas utilitarias/seguridad, motivaciones hedónicas y experiencia previa. Los valores medios indicaron que la señalización de las rutas, una buena meteorología y el coste del viaje fueron las motivaciones principales. Un análisis clúster originó tres grupos: buscadores multipropósito, utilitarios-de prestigio y sensoriales. Con la finalidad de especificar el perfil de los grupos se cruzaron con variables externas (socioeconómicas y comportamiento). Las implicaciones para las estrategias de marketing y del ciclismo de montaña como dinamizador de destinos turísticos fueron discutidas.The main objective of this work was to explore the profile of the mountain cyclist in the Balearic Islands through an analysis of their motivations to visit. Specifically, a sample of participants in a mountain bike event (n = 499) was analyzed using cluster analysis and exploring the differences between events on sociodemographic and behavior variables. The factorial analysis revealed four dimensions of motivation to participate: physiological sensory, utilitarian / safety practices, hedonic motivations and previous experience. The mean values indicated that the signaling of the routes, to good meteorology and the cost of the trip were the main motivations. A cluster analysis produced three groups: multipurpose seekers, utilitarian-prestige, sensory seekers. In order to specify the profile of the groups, they were crossed with external variables (socioeconomic and behavior). The implications for marketing strategies and mountain biking as a driving force for tourism destinations were discussed

Exploring the impact of virtual reality experiences on intention to visit tourism destinations: the moderating effect of interactivity

This paper aims to accomplish three goals: firstly, to examine how the use of VR technologies in exploring a tourist destination shapes the destination's image and influences visit intentions; secondly, to evaluate the role of the 'sense of presence' in creating the consumer experience; and thirdly, to investigate the moderating effect of the technology's interactivity level. The model for this study incorporates the variables of sense of presence (Makransky et al., 2017), customer experience (Bleier et al. 2019), destination image (Molinillo et al., 2018), and intention to visit (Flavián et al., 2019). It posits that the sense of presence impacts customer experience positively, which, in turn, shapes the destination image. Both factors determine the intention to visit. A lab-based experiment with undergraduate students was carried out, manipulating two factors: the tourist destination (Paris n = 42, vs. Singapore n = 37) and the type of VR technology (Google Earth n = 25, StreetView n = 25, 360 video n = 29). Participants interacted with the VR representation of their assigned destination for 10 minutes and completed a questionnaire afterward. The mean age was 20.84 years, with 53% females, 40.5% first-time VR users, and 68.4% having taken at least one international trip in the past three years. The results showed that the perceived levels of interactivity vary between different VR technologies. The intention to visit didn't significantly differ based on the proximity of the destination viewed. The Partial Least Squares (PLS) regression method used to assess the model confirmed all hypothesized relationships. Multi-group analysis (MGA) showed no significant differences between the three technologies concerning the effects of social presence on customer experience and destination image, but there were significant differences in their effects on the intention to visit. Google Earth resulted in the highest average intention to visit.This study was funded by the FEDER Operational Program of Andalusia 2014-2020, within the framework of the Andalusian Plan for Research, Development, and Innovation PAIDI 2020 (Project: P20_00457) and by the Promotion of Research Projects in Social and Legal Sciences, Humanities, Architecture, and Fine Arts (Plan propio) Universidad de Málaga. Campus de Excelencia Internacional Andalucia TEch (Project: B3-2021_01)

Impacto de la estética y las emociones en la intención de reutilizar y en la compulsividad en el uso de aplicaciones de comida a domicilio.

Las aplicaciones de comida a domicilio (FDA) han experimentado en los últimos años un auge sin precedentes en todo el mundo. Este estudio utiliza el marco de la teoría PAD para explorar el impacto del diseño estético y la formalidad de las FDA sobre las emociones evocadas, la intención de reutilizar y la compulsividad en su uso. Para ello se analizaron datos procedentes de una muestra de 1.029 usuarios. Los resultados muestran que el atractivo estético y la formalidad estética influyen en las emociones de dominio, activación y placer, que a su vez afectan a la intención de reutilizar y a la compulsividad. Esta investigación proporciona información relevante para las empresas de FDA y responsables de políticas públicas, promoviendo estrategias sostenibles y responsables. Los hallazgos amplían la teoría PAD en el contexto de FDA y destacan la importancia de las emociones.Universidad de Málaga. Campus de Excelencia Internacional Andalucía Tech