El reto de vincular reputación online de destinos turísticos con competitividad

The aim of this study is to evidence how 2.0 conversations in social media impact the reputation of destinations. Additionally, the influence of co-creation practices is analysed. The five most competitive destinations worldwide have been chosen for the research. This paper demonstrates that monitoring social media is a challenge in tourism and is a strategic tool to support process decision making and for destination brand building in a sustainable way. Currently, there are several monitoring and analytic tools, but there is a lack of models to systematise and harness it for the Destination Management Organization (DMOs). In conclusion, how tourists play the main role in the competitiveness of Destinations with their experiences and opinions are considered, along with some keys for successful management of social media are given in the view of the results.info:eu-repo/semantics/publishedVersio

The role of gender and connections between entrepreneurship and employability in higher education

A global concern about youth employment and the challenges to better connect companies' needs and professional and labour profiles of graduates is shared by policy makers and higher education institutions. The recognition of entrepreneurship as an integral and sustainable part of the solution is a source of motivation for the incorporation of entrepreneurial competencies onto university curricula. The driving force of this study is to analyse how and to what extent the employability weighs on entrepreneurship. A Partial Least Squares Structural Equation Modeling (PLS-SEM) is applied using a survey that links Employability and Entrepreneurial Intention positively and highlights the moderating effect of gender. Our study contributes to research showing the interconnection between both and provides an insight from a gender approach. Women feel competences related to entreprising people are useful beyond business creation and they reinforce their self-confidence about their skills facing both entrepreneurial or employment objectives.This work was supported by the Programme PAIDI Andalucía under grant number PY20_00407 (Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidad de Málaga/CBUA; Consejería de Conocimiento, Investigación y Universidad, Junta de Andalucía

Innovation and marketing: keys for competitiveness in family firms

Innovation is a strategic element of competitiveness; however, levels of innovation in Spain do not show the internalization of this premise in business practice. This paper discusses innovation in family firms with the intention to identify both barriers and facilitators, and factor analysis is applied to measure the weight of each component. The main finding is that the most common innovation in this type of business structure is related to marketing, which reflects the need to seek synergy and collaboration between the two as a means of organizational development. Finally, the article lists the components that determine the levels of innovation to further develop a proposal with practical implications for strategic decisions within family firms.

Closer to or further from the new normal? business approach through social media analysis

The outbreak of COVID-19 has led to radical change in all social and economic spheres and, even today, the scope of the pandemic cannot be detailed. This unprecedent situation is challenging the global world but particularly for business. The packages of measures internationally imposed as restrictions on commercial activity, isolation and social distancing mean that business should face a transformation in order to survive in each stage of the crisis. For this purpose, a content analysis with an initial dataset with 2,610 tweets of the most representative Spanish entrepreneurial organizations was carried out in key periods of the pandemic. The findings highlight that there are collective concerns with emotional burden in the business sector that encourage action despite confusion and uncertainty. Generalized distrust of policies led business organizations to insist on innovation and adaptation as the best tools to overcome the economic effect of the crisis.This work was supported by the Operative Programme FEDER Andalucía 2014-2020 under grant number UMA18-FEDERJA-148 (Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidad de Málaga/CBU

COVID-19 study on sccientific articles in health communication: A science mapping analysis in Web of Science.

The COVID-19 pandemic continues to cause a collapse in the health systems and economies of many countries around the world, after 2 years of struggle and with the number of cases still growing exponentially. Health communication has become as essential and necessary for control of the pandemic as epidemiology. This bibliometric analysis identifies existing contributions, jointly studying health communication and the pandemic in scientific journals indexed. A systematic search of the Web of Science was performed, using keywords related to COVID-19 and health communication. Data extracted included the type of study, journal, number of citations, number of authors, country of publication, and study content. As the number of scientific investigations has grown, it is necessary to delve into the areas in which the most impactful publications have been generated. The results show that the scientific community has been quick to react by generating an extraordinary volume of publications. This review provides a comprehensive mapping of contributions to date, showing how research approaches have evolved in parallel with the pandemic. In 2020, concepts related to mental health, mass communication, misinformation and communication risk were more used. In 2021, vaccination, infodemic, risk perception, social distancing and telemedicine were the most prevalent keywords. By highlighting the main topics, authors, manuscripts and journals since the origin of COVID-19, the authors hope to disseminate information that can help researchers to identify subsisting knowledge gaps and a number of future research opportunities.This research was funded by Programa Operativo FEDER Andalucía 2014–2020, grant number UMA18-FEDERJA-148’ and the APC was funded by Universidad de Málaga/CBUA

Web Accessibility: The new era of WCAG 2.1, the transition to future WCAG 3.0

URL del artículo en la web de la Revista: https://www.upo.es/revistas/index.php/gecontec/article/view/4069Durante las últimas décadas se han realizado esfuerzos por parte de los diferentes sectores de la sociedad para eliminar las barreras tanto físicas como tecnológicas para que todos los ciudadanos se pudieran desenvolver en cualquier medio sin ningún tipo de restricción, independientemente de su discapacidad. La accesibilidad Web cobra especial importancia en este ámbito, ya que aporta soluciones para que cualquier usuario pueda acceder al contenido Web, cuando existe una limitación física o tecnológica. Ahora nos encontramos ante un momento de transición, donde las Web Content Accessibility Guidelines 2.1 (WCAG 2.1) cobran especial relevancia para adaptarse a las actuales necesidades tecnológicas como una nueva versión recomendada de accesibilidad Web. Este estudio aporta una propuesta de mejora en el método de análisis de accesibilidad Web basado en herramientas de evaluación automáticas que complementan la revisión manual del experto, facilitando la valoración de los resultados obtenidos.During the last decades, efforts have been made by different sectors of society to eliminate both physical and technological barriers so that all citizens could develop in any medium without any type of restriction, regardless of their disability. Web accessibility is especially important in this area, as it provides solutions for any user to access Web content, when there is a physical or technological limitation. Now we are facing a moment of transition, where Web Content Accessibility Guidelines 2.1 (WCAG 2.1) are especially relevant to adapt to current technological needs as a new recommended version of Web accessibility. This study provides a proposal for improvement in the method of Web accessibility analysis and is complemented in turn by the automatic analysis tools in support of manual evaluation.Universidad Pablo de Olavid

Accesibilidad Web. La nueva era de las WCAG 2.1, la transición a las futuras WCAG 3.0

During the last decades, efforts have been made by different sectors of society to eliminate both physical and technological barriers so that all citizens could develop in any medium without any type of restriction, regardless of their disability. Web accessibility is especially important in this area, as it provides solutions for any user to access Web content, when there is a physical or technological limitation. Now we are facing a moment of transition, where Web Content Accessibility Guidelines 2.1 (WCAG 2.1) are especially relevant to adapt to current technological needs as a new recommended version of Web accessibility. This study provides a proposal for improvement in the method of Web accessibility analysis and is complemented in turn by the automatic analysis tools in support of manual evaluation.Durante las últimas décadas se han realizado esfuerzos por parte de los diferentes sectores de la sociedad para eliminar las barreras tanto físicas como tecnológicas para que todos los ciudadanos se pudieran desenvolver en cualquier medio sin ningún tipo de restricción, independientemente de su discapacidad. La accesibilidad Web cobra especial importancia en este ámbito, ya que aporta soluciones para que cualquier usuario pueda acceder al contenido Web, cuando existe una limitación física o tecnológica. Ahora nos encontramos ante un momento de transición, donde las Web Content Accessibility Guidelines 2.1 (WCAG 2.1) cobran especial relevancia para adaptarse a las actuales necesidades tecnológicas como una nueva versión recomendada de accesibilidad Web. Este estudio aporta una propuesta de mejora en el método de análisis de accesibilidad Web basado en herramientas de evaluación automáticas que complementan la revisión manual del experto, facilitando la valoración de los resultados obtenidos

Brand’s communications in Covid-19. Social role during and after lockdown

The paper aims to identify the narrative communicative resources and messages spread by brands within the background of a global pandemic. This study compares two samples of advertising spots broadcast in Spain: one during the COVID-19 lockdown period and the other selected from the last de-escalation phase of the health crisis. A content analysis of a compendium of 125 commercials was proposed. The main finding is the social function adopted during lockdown in order to encourage the population with positive and resilient messages while during the de-escalation the brands recover their traditional commercial role and, do not even reflect reality with the persistence of the outbreak in the images and discourse. In fact, it showed a first phase focused on branding and a second phase when the population was urged to consume. The Covid-19 pandemic has shown a clear need for brands to adapt to an environment that has dramatically changed overnight. Practical Implications The paper includes implications for brands for sharing common support for emotional and psychological well-being in health crisis. This social function could improve their reputation and positioning globally.This work was supported by Junta de Andalucía Programme PAIDI under grant number PY20_00407 (Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidad de Málaga /CBUA

Femvertising and COVID-19—What Did Brand Owners Broadcast during the Lockdown?

The aim of this study was to analyze, from a gender perspective, advertising broadcasts during a time of crisis. A holistic perspective of the stereotypes, roles, professions, and gender relations represented is offered by utilizing a content analysis of all the advertisements and their corresponding images during broadcast. Methods: a content analysis of 20 variables was conducted; of these, 7 variables were obtained from under the gender perspective of 1.350 images, corresponding to 71 audiovisual spots on YouTube that were broadcasted during the lockdown. Results: this analysis showed the special sensitivity of advertisers when balancing male and female presences, and in projecting an equitable and co-responsible vision between both genders, with special emphasis on gender professions, teleworking, and childcare. Corporate advertising predominates over commercial advertising, which may explain why the discourse and images blur inequalities and imbalances with respect to official statistics. Conclusions: advertisers seem to have noticed the strategic role of introducing gender perspectives into advertising, thus assuming a more social function that better connects them with today’s society while also supporting the advances and challenges of equal opportunities.The research was funded by Junta de Andalucía PY20_00407 and Funding for Open Access Charge: Universidad de Málaga/CBUA

Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots

This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and resilience. We propose a mixed method based on the combination of qualitative analysis of the content of a compendium of 71 commercials and statistical analysis to group and test the correlations between some key variables, thus incorporating multivariate analysis with a quantitative method. Our main finding is the collective trend and communicative behaviour in the advertising of companies/brands during isolation, in which a change in the traditional role of advertising communication has occurred, where advertisers have become a key support in combatting the disease and a key support for health and psychological management in the Spanish population. In fact, they act as guardians of resilience and promoters for alleviating stress.The research was funded by Corporate Brand Research Group UA_Brandscience (University of Alicante, Spain) and the Programa Operativo FEDER Andalucía 2014-2020 under grant number UMA18-FEDERJA-148 and Plan Propio Universidad de Málaga