Pub Date : 2017-01-01DOI: 10.7200/ESICM.156.0481.1
M. Pérez-Pérez, M. Vela-Jimenez, Silvia Abella-Garcés, Á. Martínez-Sánchez
This paper analyses the relationship between a group of different practices of work-fam-ily balance and the employees’ job satisfaction, as well as the relationship between job satisfaction and employee’s organizational commitment. We differentiate this relationship according to the level of work-family (W-F) enrichment and family-work (F-W) enrichment, as well as we analyze the role of work-family (W-F) and family-work (F-W) conflict. We use a sample of 322 employees, and test the relationships with structural equations. The results show that a higher use of work-family practices has more beneficial effects on enrichment and conflict, and that both enrichment and conflict influence employees’ job satisfaction. However, higher levels of interference or stress at work make employees feel less satisfied at work. The paper highlights the positive role of enrichment in order to improve employee’s job satisfaction as well as to increase his/her organizational commitment.
{"title":"Work-family balance measures in companies and employees’ work satisfaction: the effect of work-family enrichment","authors":"M. Pérez-Pérez, M. Vela-Jimenez, Silvia Abella-Garcés, Á. Martínez-Sánchez","doi":"10.7200/ESICM.156.0481.1","DOIUrl":"https://doi.org/10.7200/ESICM.156.0481.1","url":null,"abstract":"This paper analyses the relationship between a group of different practices of work-fam-ily balance and the employees’ job satisfaction, as well as the relationship between job satisfaction and employee’s organizational commitment. We differentiate this relationship according to the level of work-family (W-F) enrichment and family-work (F-W) enrichment, as well as we analyze the role of work-family (W-F) and family-work (F-W) conflict. We use a sample of 322 employees, and test the relationships with structural equations. The results show that a higher use of work-family practices has more beneficial effects on enrichment and conflict, and that both enrichment and conflict influence employees’ job satisfaction. However, higher levels of interference or stress at work make employees feel less satisfied at work. The paper highlights the positive role of enrichment in order to improve employee’s job satisfaction as well as to increase his/her organizational commitment.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290489","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/esicm.157.0482.4
J. García-Madariaga, Nuria Recuero Virto, Francisca Blasco López
This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively and significantly influence users’ intentions of revisiting the website and visiting of it physically. This research empirically tests a model in two museum’s websites, namely the Prado Museum and the Reina Sofia Museum. Using Partial Least Squares-based Multi-Group analysis (PLS-MGA), it was proved that satisfaction does not have a significant effect on intentions in the case of Prado Museum. The research confirmed that overall, website evaluation positively and significantly influences users’ perception of their control within the website and their intentions. The findings reveal significant academic and managerial contributions. The PLS-MGA results demonstrate that there are no significant differences between the two museums.
{"title":"The influence of museums’ websites on users’ intentions","authors":"J. García-Madariaga, Nuria Recuero Virto, Francisca Blasco López","doi":"10.7200/esicm.157.0482.4","DOIUrl":"https://doi.org/10.7200/esicm.157.0482.4","url":null,"abstract":"This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively and significantly influence users’ intentions of revisiting the website and visiting of it physically. This research empirically tests a model in two museum’s websites, namely the Prado Museum and the Reina Sofia Museum. Using Partial Least Squares-based Multi-Group analysis (PLS-MGA), it was proved that satisfaction does not have a significant effect on intentions in the case of Prado Museum. The research confirmed that overall, website evaluation positively and significantly influences users’ perception of their control within the website and their intentions. The findings reveal significant academic and managerial contributions. The PLS-MGA results demonstrate that there are no significant differences between the two museums.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290923","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/esicm.156.0481.2e
Javier Casanoves-Boix, Inés Küster-Boluda
A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo superior. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo. De esta forma, se identifican aquellas variables que determinan el capital de marca en la educación superior, introduciendo una visión del mismo como un proceso evolutivo. Con la realización del presente trabajo se pretende analizar la evolución de la educación superior y la importancia de la aplicación de estrategias de marketing adaptadas a generar diferenciación y ventaja competitiva a través del capital de marca educativo. Todo ello, con objeto de resaltar la importancia que está adquiriendo el mismo y, al mismo tiempo, conocer las prometedoras perspectivas de futuro que puede ofrecer a dicho sector.
{"title":"Evolución del marketing en la educación superior: el capital de marca educativo","authors":"Javier Casanoves-Boix, Inés Küster-Boluda","doi":"10.7200/esicm.156.0481.2e","DOIUrl":"https://doi.org/10.7200/esicm.156.0481.2e","url":null,"abstract":"A través de la presente investigación se pretende analizar el papel del capital de marca en el sector educativo superior. Para tal fin, se analizan las principales aportaciones de la literatura al estudio del capital de marca y su aplicación en el sector educativo. De esta forma, se identifican aquellas variables que determinan el capital de marca en la educación superior, introduciendo una visión del mismo como un proceso evolutivo. Con la realización del presente trabajo se pretende analizar la evolución de la educación superior y la importancia de la aplicación de estrategias de marketing adaptadas a generar diferenciación y ventaja competitiva a través del capital de marca educativo. Todo ello, con objeto de resaltar la importancia que está adquiriendo el mismo y, al mismo tiempo, conocer las prometedoras perspectivas de futuro que puede ofrecer a dicho sector.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":" ","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44701125","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/esicm.157.0482.1
R. Rodríguez, G. Svensson, Maria del Mar Pérez
The economy has passed from a period of abundance, during which people had access to many goods and services to a situation where only through the act of “sharing” can they be enjoyed. This study sums up what this is and how the collaborative economy has evolved, promoting new lines of future research in a field that, as it is relatively new, still lacks consolidated scientific literature. To assess consumer perceptions, a quantitative population study was run on a sample of 370 consumers. The results obtained through a web questionnaire reveal generalised knowledge of what the collaborative economy is. However, they also reveal that although we consume collaboratively, in general, these same consumers are not promoters or “creators”, not embarking on collaborative initiatives. It was also found that traditional media are giving way to internet-based tools such as social networks, which are better adapted to the new collaborative business models.
{"title":"Business models in the collaborative economy: summary and suggestions","authors":"R. Rodríguez, G. Svensson, Maria del Mar Pérez","doi":"10.7200/esicm.157.0482.1","DOIUrl":"https://doi.org/10.7200/esicm.157.0482.1","url":null,"abstract":"The economy has passed from a period of abundance, during which people had access to many goods and services to a situation where only through the act of “sharing” can they be enjoyed. This study sums up what this is and how the collaborative economy has evolved, promoting new lines of future research in a field that, as it is relatively new, still lacks consolidated scientific literature. To assess consumer perceptions, a quantitative population study was run on a sample of 370 consumers. The results obtained through a web questionnaire reveal generalised knowledge of what the collaborative economy is. However, they also reveal that although we consume collaboratively, in general, these same consumers are not promoters or “creators”, not embarking on collaborative initiatives. It was also found that traditional media are giving way to internet-based tools such as social networks, which are better adapted to the new collaborative business models.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71291035","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/ESICM.157.0482.3
A. Callejo, Juan Carlos García-Perrote Escarín
This study describes the importance of commercial clusters as a modality: Open Shopping Centres (OSCs), as an element that can increase and boost the attractiveness for tourists of urban destinations, thanks to optimising commercial products available in the local environment. Given the current scarcity of literature on this subject, this paper presents an exploratory analysis based on the study of a sample of cities in Spain with major tourist attraction World Heritage Sites as well as the results obtained from applying a model that measures the level of the OSCs in terms of supply, demand, management and environment. The work then summarises the positive externalities derived from this form of commercial organisation. Finally, the study proposes a series of management applications aimed at creating synergies between local public bodies and commercial groups, and suggests setting up the so-called Business Initiatives Promotion Areas (APIEs in their Spanish acronym), aimed at enhancing the tourist attractiveness of urban centres.
{"title":"Analysis of factors that optimise the commercial offering in heritage cities through open shopping centres: an exploratory study","authors":"A. Callejo, Juan Carlos García-Perrote Escarín","doi":"10.7200/ESICM.157.0482.3","DOIUrl":"https://doi.org/10.7200/ESICM.157.0482.3","url":null,"abstract":"This study describes the importance of commercial clusters as a modality: Open Shopping Centres (OSCs), as an element that can increase and boost the attractiveness for tourists of urban destinations, thanks to optimising commercial products available in the local environment. Given the current scarcity of literature on this subject, this paper presents an exploratory analysis based on the study of a sample of cities in Spain with major tourist attraction World Heritage Sites as well as the results obtained from applying a model that measures the level of the OSCs in terms of supply, demand, management and environment. The work then summarises the positive externalities derived from this form of commercial organisation. Finally, the study proposes a series of management applications aimed at creating synergies between local public bodies and commercial groups, and suggests setting up the so-called Business Initiatives Promotion Areas (APIEs in their Spanish acronym), aimed at enhancing the tourist attractiveness of urban centres.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"121 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290847","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/ESICM.157.0482.2
A. Moreno, I. Santos, J. Pascual
To determine the behaviours and motivations of tourists at each of the stages that make up tourist journeys is fundamental for the definition and development of the marketing and marketing strategies of all parties involved in the tourism sector. For this reason, we propose a theoretical model of analysis of the different factors that influence the behaviours and motivations of the tourist. This paper attempts to justify the influence that the culture of a place has upon the configuration of the personality of its inhabitants and whether these personalities give rise to different behaviours and motivations at each stage of the journey. The theoretical model will enable all involved in the tourism sector to identify and pri-oritise levers, which can be used in their marketing and sales plans, adapting their value proposition through mass customisation, on the basis of segmentation. This proposal for a theoretical model will determine the relational strategy to be followed with tourists and will enable it to be more profitable in the long term, by developing value for tourists and being more efficient with the available resources.
{"title":"Proposal for a theoretical model for the analysis of the impact of cultural and personality factors on the demand for tourist services","authors":"A. Moreno, I. Santos, J. Pascual","doi":"10.7200/ESICM.157.0482.2","DOIUrl":"https://doi.org/10.7200/ESICM.157.0482.2","url":null,"abstract":"To determine the behaviours and motivations of tourists at each of the stages that make up tourist journeys is fundamental for the definition and development of the marketing and marketing strategies of all parties involved in the tourism sector. For this reason, we propose a theoretical model of analysis of the different factors that influence the behaviours and motivations of the tourist. This paper attempts to justify the influence that the culture of a place has upon the configuration of the personality of its inhabitants and whether these personalities give rise to different behaviours and motivations at each stage of the journey. The theoretical model will enable all involved in the tourism sector to identify and pri-oritise levers, which can be used in their marketing and sales plans, adapting their value proposition through mass customisation, on the basis of segmentation. This proposal for a theoretical model will determine the relational strategy to be followed with tourists and will enable it to be more profitable in the long term, by developing value for tourists and being more efficient with the available resources.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71291043","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/ESICM.156.0481.3
Adriana Santos Caballero, J. Lafuente
The aim of this work is to analyze and improve the SWOT technique, considered one of the most classic analytical techniques in the field of strategy. The findings show how an instrument of fuzzy logic can measure the degree of strength of factors that correspond to the strengths, weaknesses, opportunities, and threats which correspond to a particular sector: in this case, that of the pharmaceutical sector of Paraguay. Its originality consists of working with Expertons, an instrument which maintains the information of all studied experts intact in order to obtain a better result. From this, a model which captures and measures the level of importance of each of the SWOT factors is developed. Future research are suggested which integrate Fuzzy-SWOT and Fuzzy-Delphi to work with classic fuzzy numbers, triangular fuzzy numbers, and trapezoidal fuzzy numbers in order to obtain a more complete and complex Fuzzy-SWOT model which better reflects reality.
{"title":"The New Fuzzy SWOT: Empirical Application with Expertons","authors":"Adriana Santos Caballero, J. Lafuente","doi":"10.7200/ESICM.156.0481.3","DOIUrl":"https://doi.org/10.7200/ESICM.156.0481.3","url":null,"abstract":"The aim of this work is to analyze and improve the SWOT technique, considered one of the most classic analytical techniques in the field of strategy. The findings show how an instrument of fuzzy logic can measure the degree of strength of factors that correspond to the strengths, weaknesses, opportunities, and threats which correspond to a particular sector: in this case, that of the pharmaceutical sector of Paraguay. Its originality consists of working with Expertons, an instrument which maintains the information of all studied experts intact in order to obtain a better result. From this, a model which captures and measures the level of importance of each of the SWOT factors is developed. Future research are suggested which integrate Fuzzy-SWOT and Fuzzy-Delphi to work with classic fuzzy numbers, triangular fuzzy numbers, and trapezoidal fuzzy numbers in order to obtain a more complete and complex Fuzzy-SWOT model which better reflects reality.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71291100","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2017-01-01DOI: 10.7200/esicm.156.0481.2
Javier Casanoves-Boix, I. Küster-Boluda
This research was carried out to examine the role of brand capital in higher education. Firstly, the main contributions of the literature related to the study of brand capital and its application to the educational sector were analyzed. In this way, the variables that determine brand capital in higher education were identified, establishing a view of it as an evolutionary process. Through the present work, the evolution of higher education was analyzed together with the importance of the application of marketing strategies adapted to obtain differentiation and competitive advantage through educational brand capital. This was carried out in order to highlight the importance it is acquiring and, likewise, to identify the promising future perspectives that it can offer to the industry.
{"title":"Evolution of marketing in higher education: Educational brand capital","authors":"Javier Casanoves-Boix, I. Küster-Boluda","doi":"10.7200/esicm.156.0481.2","DOIUrl":"https://doi.org/10.7200/esicm.156.0481.2","url":null,"abstract":"This research was carried out to examine the role of brand capital in higher education. Firstly, the main contributions of the literature related to the study of brand capital and its application to the educational sector were analyzed. In this way, the variables that determine brand capital in higher education were identified, establishing a view of it as an evolutionary process. Through the present work, the evolution of higher education was analyzed together with the importance of the application of marketing strategies adapted to obtain differentiation and competitive advantage through educational brand capital. This was carried out in order to highlight the importance it is acquiring and, likewise, to identify the promising future perspectives that it can offer to the industry.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"48 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2017-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-09-01DOI: 10.7200/ESICM.155.0473.3
M. D. F. Barrio, M. Ballestero, C. F. Domecq, P. A. Romero
One of the most outstanding challenges that the hotel sector has ever had to endure has come in the form of the predominant position that the so-called Online Travel Agencies (OTA) have managed to garner in recent history, thus radically modifying the electronic distribution chain as we know it. The effective application of the “merchant” model, has, in turn, obliged hoteliers to pay high commission rates, while increasingly losing control over their inventories and final sales prices, due to potential customers being increasingly compelled to perform their purchases through means of on-line intermediaries. The present paper aims at analysing the relation between the hotel sector and the OTAs, so as to successfully pinpoint the various strategies the former can undertake so as to mitigate their dependence to the latter. Further along the document, a study will be laid out, revolving around the degree of utilization of aforesaid strategies, as well as the most common business model and the companies most requested by Spanish hotel chains. various hotel reservations by channel for the so-called transient segment (related to individual leisure and business) within the North American market. Results show that up to a 68% of the sales are performed through direct channels, while just a 32% of the total reservations take place through third-party channels.
{"title":"The role of OTAs in the distribution process of Spanish Hotel Chains","authors":"M. D. F. Barrio, M. Ballestero, C. F. Domecq, P. A. Romero","doi":"10.7200/ESICM.155.0473.3","DOIUrl":"https://doi.org/10.7200/ESICM.155.0473.3","url":null,"abstract":"One of the most outstanding challenges that the hotel sector has ever had to endure has come in the form of the predominant position that the so-called Online Travel Agencies (OTA) have managed to garner in recent history, thus radically modifying the electronic distribution chain as we know it. The effective application of the “merchant” model, has, in turn, obliged hoteliers to pay high commission rates, while increasingly losing control over their inventories and final sales prices, due to potential customers being increasingly compelled to perform their purchases through means of on-line intermediaries. The present paper aims at analysing the relation between the hotel sector and the OTAs, so as to successfully pinpoint the various strategies the former can undertake so as to mitigate their dependence to the latter. Further along the document, a study will be laid out, revolving around the degree of utilization of aforesaid strategies, as well as the most common business model and the companies most requested by Spanish hotel chains. various hotel reservations by channel for the so-called transient segment (related to individual leisure and business) within the North American market. Results show that up to a 68% of the sales are performed through direct channels, while just a 32% of the total reservations take place through third-party channels.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"47 1","pages":"451-478"},"PeriodicalIF":0.6,"publicationDate":"2016-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290274","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2016-09-01DOI: 10.7200/esicm.155.0473.4e
Carmen Moreno, J. Azofra, Jaime Guixeres
El crecimiento de las nuevas tecnologías junto con el avance de la neurociencia permite tanto a académicos como a profesionales del Marketing conocer desde otra perspectiva el comportamiento del consumidor ante determinados estímulos de la comunicación turística. En este trabajo de investigación se ha estudiado la influencia a nivel visual de los elementos que configuran un anuncio turístico. El propósito de este estudio es determinar la efectividad de las técnicas neurocientíficas para captar el nivel atencional de la publicidad turística. Con la intención de lograr este fin se diseñó un experimento mixto donde se utilizaron tecnologías de seguimiento ocular además de un cuestionario auto administrado el cual los usuarios completaban una vez finalizada la prueba. Algunos resultados revelan que el patrón que sigue la mirada de un individuo determina la mayor aceptación del anuncio por parte de los participantes. Cuando un patrón de mirada se repite en un grupo de participantes heterogéneo esto indica que efectivamente ese anuncio es el que ha conseguido captar la atención más eficientemente que el resto de anuncios estudiados. La presente investigación contribuye a validar la utilidad de la aplicación de tecnologías de medida neurocomportamentales como herramienta para conocer los factores que captan la atención de un individuo visionando publicidad en turismo. Así mismo los hallazgos sugieren que existe una línea interesante de investigación aplicada al turismo fundamentada en la posibilidad de “pre-neuroevaluar” los contenidos de cara a mejorar los procesos de creación de futuros anuncios en el sector. Es necesario remarcar que el estudio que se presenta en esta ponencia forma parte de un estudio más amplio que ha empezado a desarrollarse. En este Simposium se presentan los datos preliminares que formarán parte de los resultados que se están comenzando a avanzar. Palabras clave: Turismo, neurociencia, eye tracking, comportamiento del consumidor.
{"title":"¿Revela el patrón de la mirada el agrado de la publicidad turística?","authors":"Carmen Moreno, J. Azofra, Jaime Guixeres","doi":"10.7200/esicm.155.0473.4e","DOIUrl":"https://doi.org/10.7200/esicm.155.0473.4e","url":null,"abstract":"El crecimiento de las nuevas tecnologías junto con el avance de la neurociencia permite tanto a académicos como a profesionales del Marketing conocer desde otra perspectiva el comportamiento del consumidor ante determinados estímulos de la comunicación turística. En este trabajo de investigación se ha estudiado la influencia a nivel visual de los elementos que configuran un anuncio turístico. El propósito de este estudio es determinar la efectividad de las técnicas neurocientíficas para captar el nivel atencional de la publicidad turística. Con la intención de lograr este fin se diseñó un experimento mixto donde se utilizaron tecnologías de seguimiento ocular además de un cuestionario auto administrado el cual los usuarios completaban una vez finalizada la prueba. Algunos resultados revelan que el patrón que sigue la mirada de un individuo determina la mayor aceptación del anuncio por parte de los participantes. Cuando un patrón de mirada se repite en un grupo de participantes heterogéneo esto indica que efectivamente ese anuncio es el que ha conseguido captar la atención más eficientemente que el resto de anuncios estudiados. La presente investigación contribuye a validar la utilidad de la aplicación de tecnologías de medida neurocomportamentales como herramienta para conocer los factores que captan la atención de un individuo visionando publicidad en turismo. Así mismo los hallazgos sugieren que existe una línea interesante de investigación aplicada al turismo fundamentada en la posibilidad de “pre-neuroevaluar” los contenidos de cara a mejorar los procesos de creación de futuros anuncios en el sector. Es necesario remarcar que el estudio que se presenta en esta ponencia forma parte de un estudio más amplio que ha empezado a desarrollarse. En este Simposium se presentan los datos preliminares que formarán parte de los resultados que se están comenzando a avanzar. Palabras clave: Turismo, neurociencia, eye tracking, comportamiento del consumidor.","PeriodicalId":41367,"journal":{"name":"ESIC Market","volume":"1 1","pages":""},"PeriodicalIF":0.6,"publicationDate":"2016-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"71290480","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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