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This study aims to present diverse proposals for the measurement of tourism destination competitiveness that serve as alternatives to the travel and tourism competitiveness index (TTCI).

The proposal includes principal component analysis, the DP2-distance method, goal programming, data envelopment analysis and the Borda count. The study evaluates 17 destinations from Central America and the Caribbean.

These include the feasibility that the methodologies provide reliable competitiveness rankings and the possibility of using less information due to the strength of the statistical methodologies. International tourist arrivals, income from international tourism and travel and tourism contribution to the gross domestic product could be used as approximations of tourism destination competitiveness.

The main limitation is the absence of major destinations from the region that constitutes fierce competitors.

New aggregation methods can build composite indicators for competitiveness measurement and their presentation in a more comprehensible way.

The results serve as an alternative for countries that have yet to be considered in international tourism competitiveness comparisons.

A better explanatory power of the proposed index is given, thanks to their decomposition capacity and the reduction of the limitations of the original TTCI. Moreover, the proposals facilitate the inclusion of external information or the execution of a completely objective methodology.

本研究旨在为衡量旅游目的地竞争力提出多样化的建议, 并作为旅行和旅游竞争力指数的替代方案。

该提案包括主成分分析、DP₂ 距离方法、目标规划、数据包络分析和 Borda 计数。 该研究评估了中美洲和加勒比地区的 17 个目的地。

结果包括这些方法提供可靠的竞争力排名的可行性, 以及由于统计方法的优势而使用较少信息的可能性。 国际旅游人数、国际旅游收入以及旅行和旅游对 GDP 的贡献可以用作旅游目的地竞争力的近似值。

主要局限是该地区没有竞争激烈的主要目的地。

新的聚合方法可以为竞争力测量建立综合指标, 并以更易于理解的方式呈现。

结果可作为国际旅游竞争力比较中, 衡量尚未考虑国家的替代方案。

由于其分解能力和原始 TTCI 限制的减少, 所提出的指数具有更好的解释力。 此外, 这些建议有助于纳入外部信息及执行完全客观的方法。

El presente estudio busca presentar diversas metodologías para medir la competitividad de los destinos turísticos, de modo que sirvan como alternativa al Índice de Competitividad de Viajes y Turismo.

La propuesta incluye Análisis de Componentes Principales, el método de distancia DP₂, Programación por Metas, Análisis Envolvente de Datos y el Recuento de Borda. Se analizan 17 destinos de Centro América y el Caribe.

Estos incluyen la validez de las metodologías para obtener rankings de competitividad fiables y la posibilidad de emplear menor cantidad de información, dadas las fortalezas de los procedimientos estadísticos propuestos. Las Llegadas de Turistas Internacionales, los Ingresos por Turismo Internacional, y la Contribución del Turismo al PIB podrían ser buenas aproximaciones para medir competitividad turística

La principal limitación es la ausencia de destinos importantes de la región, que se consideran importantes competidores.

Novedosos procedimientos de agregación para crear indicadores sintéticos para medir la competitividad turística y su presentación de un modo más comprensible.

Los resultados sirven como alternativa para otros destinos que aún no han sido considerados en comparaciones internacionales de competitividad turística.

Un mejor poder explicativo de los índices propuestos, gracias a su capacidad de descomposición, y la reducción de las limitaciones del índice del WEF. Además, las propuestas facilitan la inclusión de información externa o la ejecución de un método completamente objetivo.

The purpose of this study is to examine the different results and the level of success obtained with advertising campaigns developed on Facebook to promote postgraduate programs to create awareness and engagement.

This study combined the data envelopment analysis technique to measure advertising efficiency with multidimensional scaling (MDS) representation, thus offering alternatives for practitioners and organizations on how to evaluate social advertising performance.

Investments on social paid advertising are an affordable and effective way both to promote postgraduate programs and create engagement with prospective students. Facebook advertisements maximize visibility, which improves social and online positioning and encourages student recruitment.

Higher education institutions can efficiently promote their programs with a minimal social investment contributing to dissemination and engagement. Compared to other forms of traditional or digital advertising, social media ads can be efficient and affordable with wider segmentation and targeting options. Moreover, results are immediate and measurable and campaigns can be instantly modified to better suit the audience’s requirements.

This study is unique as it offers a new, alternative way of measuring efficiency, in addition to the classic ratios of payment models in digital advertising that combine clicks and impressions, on a sector where there are few empirical studies. Moreover, it can be easily applied to many other sectors in public and private organizations.

El objetivo de esta investigación es examinar los diferentes resultados y el nivel de éxito obtenido con las campañas publicitarias desarrolladas en Facebook para promover programas de postgrado que aumenten la notoriedad y la participación de los mismos.

Combinamos la técnica de análisis de envolvente de datos (DEA) para medir la eficiencia de la publicidad con la representación de escalado multidimensional (MDS), ofreciendo alternativas tanto a profesionales como a organizaciones sobre cómo evaluar el rendimiento de la publicidad social.

Las inversiones en publicidad social pagada son una forma asequible y efectiva tanto para promover programas de postgrado como para crear un compromiso con los posibles estudiantes. Los anuncios en Facebook maximizan la visibilidad, lo que también mejora el posicionamiento social y en línea, fomentando la captación de estudiantes.

Las instituciones de educación superior pueden promover eficazmente sus programas con una inversión social mínima que contribuya a la difusión y el engagement. En comparación con otras formas de publicidad tradicional o digital, los anuncios de los medios sociales pueden ser eficientes y asequibles, con una segmentación y opciones de orientación más amplias. Además, los resultados son inmediatos y cuantificables y las campañas pueden modificarse instantáneamente para adaptarse mejor a las necesidades del público objetivo.

Esta investigación es única ya que ofrece una nueva y alternativa forma de medir la eficiencia, además de los ratios clásicos de los modelos de pago en la publicidad digital que combinan clics e impresiones, en un sector en el que hay pocos estudios empíricos. Además, puede aplicarse fácilmente a muchos otros sectores en organizaciones públicas y privadas.

This paper aims to review the efficient use of economic and social resources to generate income and, at the same time, reduce the concentration of wealth in the 32 states of the Mexican Republic during the period 1990-2015.

Data envelopment analysis with the inclusion of a bad output was used to diagnose the efficiency of Mexican entities, and the Malmquist–Luenberger index was applied to understand how this efficiency evolves.

The results clearly show that only 3 of the 32 units studied generated and distributed wealth efficiently, while the other 29 must increase their level of income and its distribution.

According to the authors’ knowledge, this is the first work that performs a temporal analysis of the efficiency in the generation of Human Development Index using bad outputs and the Malmquist–Luenberger index.

The purpose of this paper is to propose a contingent model that facilitates knowledge of the strategies followed by the research technology organizations (RTOs) of Valencia and the Basque Country, Spain, to adapt to the turbulence of their environment.

The research includes context, organizational and results variables and identifies some barriers that the RTOs encounter in collaborating with SMEs and also the best practices they follow to develop competitive advantages. The methodology used consisted of applying the proposed model to the 27 RTOs of both autonomous regions; a factor analysis was then performed to determine whether there exist groups of related (correlated) variables; finally, the authors proceeded to carry out a hierarchical cluster analysis to observe how the 27 RTOs are distributed according to their ability to adapt and respond to environmental turbulence.

The technological policy must consider the characteristics of each region to propose more efficient and equitable mechanisms that allow the RTOs to face new challenges.

This study proposes a theoretical model suitable for RTOs to respond to environmental changes, to the current economy globalization and to cope with new challenges. This proposal means that RTOs must manage an appropriate combination of key factors, including the development of more proactive innovation strategies, an organic organizational structure to relate better with other innovation agents and universities, which help them to work more efficiently with SMEs and to obtain a higher innovative performance.