Un análisis de segmentación y perfil de los segmentos de los usuarios de vuelos de bajo coste

Many Spanish destinations are now considering low cost airlines (LCA) important for attracting tourists. However, there is little evidence on the characteristics travelers using low cost airlines and their flight preferences. Typical segmentation of air travelers are business versus leisure travelers and business versus tourist fares. The aim of this paper is to obtain a deeper understanding of the demand of LCA through a segmentation analysis, based on 808 foreign travelers who used Girona airport, that focuses on low cost travelers’ valuations of different flight attributes and trip related characteristics.Muchos destinos turísticos en España consideran a las compañías de bajo coste como un elemento de atracción para los turistas. Sin embargo no se sabe demasiado sobre las características de los viajeros que las utilizan ni de sus preferencias. La segmentación habitual de viajeros diferencia entre business y turista o entre tarifas business y turista. El objetivo de este artículo es profundizar en el conocimiento de la demanda de este tipo de compañías mediante un análisis de segmentación, sobre 808 viajeros extranjeros que utilizaron el aeropuerto de Girona, centrado en las valoraciones de los diferentes atributos del vuelo y de otras características relacionadas con el viaje de los usuarios de vuelos de bajo coste

Internacionalización de empresas a través de clústeres: análisis bibliométrico de palabras clave de 152 publicaciones destacadas en el período 2009-2018

[EN] While countless studies on the role of clusters in regional economic developments and business performance have been done, some disadvantages and limitations also have been identified. Limitations such as small local markets, limited resources, isolation, and over-independence which lead companies to a lock-in state regarding knowledge and innovation can be solved by means of internationalization or foreign market expansion. Therefore, the internationalization of clusters still needs more attention. Furthermore, by conducting a bibliometric study based on the keywords from previous research, this investigation intends to identify the principal and most influential items, their relationship, and evolution, related to this topic. This work listed the top 30 journals based on SCImago Rank (SJR) in the category of Marketing, Management, and Internationalization, to select authoritative papers on the topic of internationalization of clusters. Based on the title, time of publication (2009 to 2018), and content, 152 articles were selected. Using SciMAT software, all 584 keywords used in these articles were first categorized and then examined in terms of the networks between them, their h-index, centrality, density, and their evolution over the course of ten years (divided into two five-year periods). The results show that in the first five years, keywords such as, Network, Location-distance, and Global, have been at the core of this research topic. While in the second five year period, these keywords have yielded their position to new subjects such as Social capital, Cluster-type, and Development. Moreover, this research correspondingly confirms that the keyword bibliometric analysis produces similar results to a quantitative content analysis. These results therefore open the door to updated research questions for further and better development of the topic.[ES] Si bien el impacto de los clústeres en el desarrollo económico de las regiones se ha confirmado en innumerables estudios, también se han identificado algunas desventajas y limitaciones. Limitaciones como pequeños mercados locales, recursos limitados, aislamiento y sobre independencia que llevan a las empresas a un estado de encierro en cuanto al conocimiento y la innovación pueden resolverse mediante la internacionalización o la expansión del mercado exterior. Por tanto, la internacionalización de los clústeres todavía necesita más atención. Mediante la realización de un estudio bibliométrico sobre las palabras clave de investigaciones previas, esta investigación pretende identificar los elementos principales e influyentes, su relación y evolución, respecto a este tema. Este trabajo toma como referente, las 30 principales revistas indexadas en SCImago Rank (SJR) en la categoría de Marketing, Gestión e Internacionalización. Analizando el título la fecha de publicación (2009 a 2018) y el contenido se seleccionaron 152 artículos sobre la internacionalización del cluster. Los resultados muestran que, en los primeros cinco años, palabras clave como “Network, Location-distance, y Global”, han sido centrales en la investigación de esta cuestión. Mientras que, en el segundo quinquenio, estos temas centrales de investigación han sido relevados por otros como el “Social capital, Cluster-type,” y “Development”. Además, esta investigación confirma que el análisis bibliométrico de palabras clave permite obtener resultados similares al análisis de contenido cuantitativo. Estos resultados identifican cuestiones a investigar más actualizadas para poder alcanzar un mayor y mejor desarrollo en esta línea de investigación

Attraction factors of shopping centers: effects of design and eco-natural environment on intention to visit

Abstract Purpose - People visit malls not only to buy a product they need but also to enjoy the atmosphere or environment of the shopping center. Based on design and eco-natural environment, the purpose of this paper is to analyze the attraction factors of shopping centers. Design/methodology/approach - The sample comprised 449 consumers from 25 different shopping centers in Bogota. The structural equation model (AMOS) enables the authors to discuss the influence of the design of green and natural spaces in the commercial management of shopping centers, given its positive and significant effect on the intention to visit. Findings - Shopping centers are, by definition, spaces with a high level of design of the commercial environment. In this case, as evidenced in the results of this research, the design of ecological spaces and environments has the potential of becoming a field of interest for the commercial management of shopping centers, given its potential effect on visiting and shopping intentions. Originality/value - The main originality of this study was to empirically include and demonstrate the influence of design and natural eco-environment on the intention to visit, along with other elements considered in previous investigations. Therefore, identification of specific empirical findings related to the way attraction factors work allows marketing directors and managers to improve their management decisions concerning design and implementation of marketing strategies, tactical decision guidance, decision-making assessment or control, and the proposal of alternative positioning attributes, such as the design, management, and arrangement of eco-natural environments that allow to increase the number of visits and purchases within these establishments. Keywords Structural equation modelling, Attraction factors, Shopping centre, Design and eco-natural environment, Intention to visit Paper type Research pape

Creating Shared Value : Exploration in an Entrepreneurial Ecosystem

The effects of companies on society and the practices of Corporate Social Responsibility have been the source of interest for many research studies. Questions concerning the traditional model resulted in Porter and Kramer developing the concept of Creating Shared Value, an approach where companies consider the value of society and the environment in their business models, creating value for all stakeholders. We take the issue of shared value creation in an entrepreneurial ecosystem to determine how clustered companies understand and create shared value, identifying its antecedents and consequences. Using a single case study, we were able to identify that the entrepreneurial ecosystem becomes a favourable scenario for creating shared value, because participants benefit from resources and skills that allow them to grow their businesses, boost competitiveness and innovation and contribute to the economic, social, and environmental growth of their stakeholders

El turismo rural-cultural : un modelo de gestión del marketing turístico a nivel local basado en la medida de la imagen del destino

El excursionismo y turismo a núcleos de pequeño tamaño con riqueza histórico-patrimonial y ubicados en el entorno rural es evidente en nuestro país. En este trabajo se propone una conceptualización y definición de lo que se entiende por excursionismo y/o turismo en destinos rurales-culturales, una propuesta del conjunto de variables conformadores de la imagen de este tipo de destinos y las características y perfil de este tipo de excursionismo y del excursionista o turista rural-cultural. La investigación empírica realizada, de naturaleza cualitativa y cuantitativa, presenta como principales resultados la identificación del conjunto de componentes cognitivo-afectivos conformadores de la imagen, una alta consistencia interna y correlación de los mismos con la imagen del destino y una descripción de las principales características de este tipo de excursionismo y motivos del excursionista ruralcultural. Sobre esta base se propone un modelo de gestión del marketing turístico a nivel local basado en la imagen del destino y su medida.Day trips and tourism in, rural villages with a rich historical heritage are to be found in this country as in others of similar characteristics. This work presents a conceptualisation and definition of what is understood as day trips or tourism in rural/cultural destinations and it proposes a combination of variables which conform to the image of the destination and characteristics of these types of trips and of the day tripper or rural/cultural tourist. The principal results of the empirical investigation, which by its very nature is a qualitative and quantitative one, are the identification of a combination of cognitive/affective components which conform to the image; a high internal consistence and correlation of the same with the image of the destination; a description of the main characteristics of this kind of day trip; the main sources of information and motives for rural/cultural tourism. On this basis is point out a local tourism marketing management model based on image destination and its measure

Emotional and cognitive responses to cultural heritage: a neuromarketing experiment using virtual reality in the tourist destination image model context

The research is driven to identify and measure, through electroencephalography the impact of cultural and architectural heritage emulated by virtual reality on the mind of a tourist, in the form of cognitive and emotional responses measured as brain waves, identifies, through electroencephalogram, the cognitive and the emotional responses by subjects immersed in cultural tourist destination virtual reality, takes as conceptual framework the tourist destination image model and focus on tourist destinations characterised by historical, cultural, and architectural heritage. A neuromarketing experiment is caried out in which the cognitive and affective responses can be observed and measured using alpha α and beta β brain bioelectric waves, the data obtained directly from the human brain is used to carry out an analysis using the partial least squares regression algorithm PLS. The results show that the cognitive and emotional response caused by the tourist destination cultural heritage through virtual reality in individuals, is positive

Actitud del residente hacia el turismo y el visitante : factores determinantes en el turismo y excursionismo rural-cultural

[email protected] [email protected] la literatura sobre turismo se han planteado diversos modelos con el fin de analizar los efectos directos y/o indirectos de los impactos percibidos del turismo y la valoración de dichos efectos realizada por los residentes en el destino turístico. El objetivo del estudio es analizar la actitud de los residentes en un destino turístico de naturaleza rural-cultural respecto a los visitantes, ya sean turistas o excursionistas en el destino objeto de estudio. Asimismo, se examinan los factores susceptibles de influir en la formación de dicha actitud y su potencial uso en el desarrollo turístico del destino. Como resultado de nuestro estudio, se observan actitudes hacia el turismo significativamente diferentes en función del grado de desarrollo local y del uso de recursos turísticos por parte de los residentes.In the literature on tourism several models have been proposed in order to analyze the direct and/or indirect effects of the perceived impacts of tourism and the assessment of such effects by the resident community in the tourist destination. The objective of this study is to analyze resident attitude in a rural-cultural destination towards visitors, either tourists or day-trippers in the tourism destination. Furthermore, we analyze the potential factors likely to influence on attitude formation and its potential use in the development of the tourist destination. As a result of our study, we observe significantly different attitudes towards tourism depending on degree of local development and use of tourism resources by residents

Unveiling Neuromarketing and Its Research Methodology

Neuromarketing is the union of cognitive psychology, which studies mental processes, neurology and neurophysiology, which study the functioning and responses of the brain and body physiology to external stimuli, and marketing, which studies valuable exchanges, to explain marketing effects on customers’ and consumers’ behaviours and on buying and decision processes. It includes a set of research techniques that, by observing and evaluating how the brain and other body parts respond, avoids possible biases and provides truthful and objective information on consumer subconscious. The term “consumer neuroscience” covers academic approaches using techniques such as fMRI, Eye Tracking, or EED. The objectives of this entry are to show what neuromarketing is and what added value it brings to the study of consumer behaviour and purchase decision processes. The conclusions show a favourable future and positive attitudes towards neuromarketing

Oferta y demanda en el mercado turístico homosexual : Una propuesta de estrategias de intercambio para la mejora del márketing en el segmento

[email protected] [email protected] demanda turística homosexual presenta características diferenciales, y necesidades y motivaciones específicas a las que la gran mayoría de empresas del sector turístico no han sabido y/o podido responder. El presente trabajo trata de identificar los principales tipos de empresas u organizaciones que actúan en este mercado y que constituyen la oferta turística, definir las peculiaridades de la demanda turística homosexual en cuanto a sus necesidades y expectativas, y exponer una serie de estrategias de marketing, ya sea segmentación, posicionamiento o mezcla de marketing, a seguir por aquellas empresas del sector turístico que deseen orientarse hacia el segmento homosexual.The homosexual tourism demand presents specific differential characteristics, and needs and motivations to which most of companies of the tourist industry have not known how and/ or been able to respond. The present paper aims at identifying the main types of companies or organizations that operate in this market and that constitute the tourist supply, to define the peculiarities of the homosexual tourist demand as far as its necessities and expectations, and to expose a series of marketing strategies, of segmentation, positioning or marketing mix, to be followed by those companies of the tourist sector that wish to orient themselves towards the homosexual segment

Are Non-Special Dimensions of Proximity in Local Clusters Related? An Analysis of 99 European Clusters

The destructive effects of industries on the environment are the most crucial reason for the need for firms’ proximity to developing innovative activities such as corporate sustainability. However, most prior efforts have focused on the role of different types of proximity in cluster performances, not the relationship among them. Therefore, this study intends to go one step back, discuss the inter-relationships between different types of proximity, and propose them in a conceptual model as the antecedents of corporate sustainability. These factors are known as the non-specific dimensions of proximity within local clusters: cognitive, organisational, institutional, and social, which received less attention as a theoretical model. To this end, this study invited all members of the European Cluster Cooperation Platform (ECCP) to participate. Among some 1080 European cluster organisations, 113 organisations participated, of which 99 of them were usable for this research. Contrary to existing conceptual theories, the results revealed no strong evidence for significant interrelations among all dimensions of non-specific proximity. Moreover, organisational proximity does not strongly relate to cognitive and social proximities, and there is no meaningful relationship between institutional and social proximities