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This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity.

A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships.

The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools.

Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools.

The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.

本研究探讨旅游公司战略性在线声誉管理的前因和后果。建议 a) 客户关系管理 (CRM) 是战略性在线声誉管理的先决条件, b) 品牌资产是战略性在线声誉管理的结果, c) 在线工具的使用调节战略性在线声誉管理的效果- 品牌资产的声誉管理和 CRM。

本研究对连锁酒店的在线营销经理进行了定量实证研究。结构方程模型 (SEM) 用于验证所提出的关系。

CRM 是战略在线声誉管理的前身, 战略在线声誉管理和 CRM 对经常使用一系列在线工具的公司的品牌资产产生积极影响。在有限使用在线工具的情况下没有发现这种效果。

希望寻求通过战略性在线声誉管理实现更大品牌资产的旅游公司应实施 CRM 并广泛使用在线工具。

本研究的主要贡献在于：(i) 本研究联合实证分析战略性在线声誉管理的前因和后果; (ii) 本研究探讨了使用在线工具对在线战略（例如在线声誉管理和 CRM）对品牌资产的影响的调节作用; (iii) 本研究探讨了 CRM 在在线媒体中的影响。

This study aims to analyze the effect of the use of social media on the perception of brand personality and to identify its effect on customer brand engagement.

The study adopted an exploratory approach, adapting Aaker's brand personality scale (1997) to the context of cultural tourism before carrying out a quantitative study resorting to a structural equation modeling to obtain empirical evidence to identify these relationships.

The findings reveal that the use of social media has a positive effect on the perception of brand personality and that brand personality, likewise, has a positive effect on customer brand engagement.

This study indicates that transmission of an attractive brand personality according to the desires of the public, combined with dissemination through social media, is a valid strategy to improve customer brand engagement.

This study represents an advance in the specialized literature on the value that consumers place on information transmitted through social media. Specifically, it sheds light on how the transmission of brand personality through social media affects customer brand engagement.

本研究旨在分析使用社交媒体对品牌个性感知的影响, 并确定其对客户品牌参与度的影响。

该研究采用探索性方法, 将Aaker（1997）的品牌人格量表适应文化旅游的背景, 然后使用结构方程模型（SEM）进行定量研究, 以获取关于拟议关系的经验证据

研究结果表明, 社交媒体的使用对品牌个性的感知具有积极影响, 而品牌个性同样对客户品牌参与度也具有积极影响。

这项研究表明, 根据公众的需求来传递有吸引力的品牌个性, 并通过社交媒体进行传播, 是提高客户品牌参与度的有效策略。

这项研究代表了有关消费者对通过社交媒体传播的信息所具有的价值的专业文献的进步。 具体而言, 它揭示了通过社交媒体传播品牌个性如何影响客户品牌参与度。

este estudio tiene como objetivo analizar el efecto del uso de los social media en la percepción de la personalidad de marca e identificar su efecto en el customer brand engagement.

el estudio adoptó un enfoque exploratorio, adaptando la Brand Personality Scale de Aaker (1997) al contexto del turismo cultural antes de llevar a cabo un estudio cuantitativo mediante un modelo de ecuaciones estructurales (SEM) para obtener evidencia empírica sobre las relaciones propuestas.

los resultados revelan que el uso de los social media tiene un efecto positivo en la percepción de la personalidad de marca y que la personalidad de marca tiene un efecto positivo en el customer brand engagement.

este estudio demuestra que la transmisión de una personalidad de marca atractiva de acuerdo con los deseos del público, combinada con su difusión a través de los social media es una estrategia válida para mejorar el customer brand engagement.

este estudio representa un avance en la literatura especializada sobre el valor que los consumidores otorgan a la información transmitida a través de los social media. Específicamente, arroja luz sobre cómo la transmisión de la personalidad de la marca a través de los social media influye en el customer brand engagement.

This study aims to determine whether the consumer’s information literacy self-efficacy plays a role in their intention to resume their consumption of tourist services – specifically, hotel accommodation – in the context of the “new normal” brought about by the COVID-19 pandemic.

A quantitative empirical study is performed on hotel accommodation consumers and a structural equation modeling analysis is used to verify the proposed relationships.

The findings reveal that the tourist’s information literacy self-efficacy – their ability to find the information they need, use it efficiently and discount fake news – positively influences their perception of hotel safety; and perceived hotel safety increases tourist intention to return to consuming hotel services.

The results show how the consumer’s intention to return to using hotel services can be enhanced because of their management of information, especially in a crisis context. Hotel firms must position the provision of safety information at the heart of their marketing and communications strategies, and adapt this information to the different processing capabilities of consumers.

This study provides valuable insights into the hotel industry – a major contributor to gross domestic product and employment worldwide that is being particularly hard-hit by the COVID-19 crisis.

This study represents an advance in the literature as it demonstrates – as a novelty – the vital role of consumer information literacy self-efficacy in encouraging people to begin visiting hotels again in the “new normal.”

The purpose of this paper is to analyze the moderating effects of the social influence of the blogger and the extent to which the reader has experience of that blogger, on loyalty toward the blogger, via two variables: blogger interactive practices (BIPs) and blogger credibility.

A quantitative empirical study was undertaken to estimate the research model. Structural equations were employed.

The results show that blogger social influence moderates the relationships between BIPs and intention to recommend the blogger and blogger credibility; and between credibility and intention (to recommend the blogger and to follow their suggestions). Meanwhile, the extent of the reader’s experience of the blogger moderates the relationships between BIPs and intention.

The present work offers criteria that may be of value to bloggers and firms in assessing the extent to which the blogger’s activities are effective in terms of achieving reader loyalty. The proposed variables are measured objectively online, using the Klout Index of social influence and the extent of the reader’s experience of the blogger (inferred from the number of bloggers followed by the reader).

Blogs are considered a mechanism to manage information overload in social media, and they are recognized for their influence on the reader’s decision-making process. The study contributes to the knowledge-base by proposing two moderating variables of loyalty-formation: blogger social influence and the extent of the reader’s experience of the blogger.

In advanced societies, lifestyles are increasingly sedentary, and it is important to identify strategies to help people acquire healthy habits, such as exercise. The present study proposes the use of gamification as a strategy for encouraging users to exercise regularly, based on the possibilities offered by “smart” devices such as smartbands.

The work analyzes how individuals experience their participation in a gamification program, on the premise that it should provide an experience that is intrinsically motivating and fun. Also the moderator effect of the gender and age on the relationship between their experience of participating in a gamification program and perceived self-efficacy.

The results show that individuals' experience of participating in a gamification program exerts a positive influence on their perceived self-efficacy in the practice of sport or exercise. The study also finds that the variables “gender” and “age” moderate the relationship between their experience of participating in a gamification program and perceived self-efficacy, such that it exerts a greater influence on women and older people.

The practical implications for the professionals and institutions involved in promoting the adoption of regular sport and exercise in society are about taking advantage of the potential of wearable technology such as smartbands. The present study finds that the use of gamification for encouraging people to adopt regular physical activity is more effective for women than for men, and for older people than for younger users.

The findings of this study provide a better understanding of whether gamification is an appropriate strategy for helping participants to perceive themselves as having greater self-efficacy in their chosen sport or exercise, taking into account the moderating effect of participant gender and age.

This study introduces three variables related to brands that have the potential to enhance university students' advocacy intentions. The research explores how university brand identification, the perceived prestige of the university brand and the social benefits associated with the university brand impact students' advocacy intentions. Additionally, the study examines the moderating role of gender in these relationships.

Cross-sectional surveys of 326 undergraduate students enrolled in a Spanish university, and structural equation modeling was used to test and validate the conceptual model.

The findings from the structural equation modeling indicate that university brand identification, perceived university brand prestige and university brand social benefits significantly influence students' advocacy intentions. Furthermore, the multigroup analysis reveals a gender difference in the factors influencing advocacy intentions. Female students demonstrate significance in all three antecedents, whereas male students only show significance in university brand identification and perceived university brand prestige.

The current study's findings provide several insights for higher education institutions in developing enduring and committed relationships with their students.

This study offers relevant insights into the body of research on university branding, explaining the students' advocacy intentions through the variables of university brand identification, perceived university brand prestige and university brand social benefits. Also, this study is a novelty in introducing empirical evidence for the importance of the moderating role of students' gender.

The present study aims to propose and validate a model to measure certain variables that may contribute to increasing the bankarization rate (uptake of retail banking services) among developing-economy populations characterized by poor financial literacy and low income levels.

A quantitative empirical study is carried out in the retail banking sector of a country with low-bankarization rates. Using a self-administered questionnaire distributed online, structural equation modeling is applied to analyze the relationships between value co-creation, brand experience, brand equity and reputation.

The results show that brand equity is an antecedent of reputation that values co-creation, and brand experience positively influences brand equity and that values co-creation that positively influences brand experience.

The bankarization rate of a developing country is generally taken as an indicator of the socioeconomic wellbeing of its population. Where there is a low-bankarization rate, this renders it more difficult for financial institutions to build their reputation to attract new customers and retain existing ones. Strategies are, therefore, proposed to improve the reputation of financial institutions in such settings and, thus, contribute to increasing the bankarization rate.

The findings of this study provide an original perspective that offers a deeper understanding of the mechanisms that enable banks operating in low-bankarization markets to enhance their reputation through strategies based on customer–company interaction and branding (with the variables of brand equity, brand experience and value co-creation).

Online travel agencies (OTAs) have an important role to play in reactivating tourism activity following a health crisis by providing information about the health conditions of tourist destinations. Once developed, it is necessary to analyze the effectiveness of the information provided and ascertain whether the provision of such information effects the understanding of the value of using OTAs and, in turn, the intention to do so.

This paper, based on an empirical case study conducted during the COVID-19 pandemic, examines whether following a health crisis, the quality of information provided by OTAs on the health conditions of tourist destinations and the perceived value of their offer generate a greater OTA services reuse intention, and signals, therefore, a return to travel.

The results show the quality of the information positively influences the perceived value, but not the OTA services reuse intention. Rather, the perceived value positively influences the OTA services reuse intention.

Overall, it can be suggested that providing quality health information for a destination is a necessary strategy because it contributes to increasing the perceived value of OTAs. To incentivize the intention for repeated use of OTA services, it is necessary to consider the perceived value that influences the intention to make repeat OTA reservations.

This research offers a novel perspective about the OTAs’ contribution to the recovery of the activity of the tourism industry after a health crisis. This contributes to achieving a more resilient sector in the face of future health crises.

This paper examines whether following a health crisis the use of health and safety protocols and hotel brand awareness influences hotel perceived value and intention to visit.

Using an experimental design, the study evaluates the effectiveness of the use of health and safety protocols and the moderating effect of brand awareness on perceived value and intention to visit.

The results show that the hotels using health and safety protocols (compared to those that do not use them) will achieve a higher perceived value and intention to visit. In addition, the awareness of brand does not moderate the effect of the health and safety protocols on perceived value and intention to visit.

This research identifies mechanisms for future consideration by hotel companies to promote the recovery of their activity after a health crisis. Specifically, using health and safety protocols will result in the market evaluating the brand more highly and produce a greater intention to visit. At the same time, the research indicates that regardless of whether the brand is well-known or not, the use of a health and safety protocol is advantageous.

This study offers new insights that can be useful for developing a resilient hotel sector in the face of future health crises. Specifically, the results show progress in understanding the effects that the use of health and safety protocols and brand awareness have on key consumer variables for the recovery of the sector in a post-pandemic context.

The purpose of this paper is to validate market orientation (MO) and business results scales in an area of significant interest for the literature: namely, service firms of a small and micro‐scale in a market sharing many similarities with Latin America (cultural, social and economic), specifically the Spanish rural tourism market.

On the basis of a literature review covering works specializing in MO and its impact on the service sector, and in the characteristics of small‐ and micro‐sized service firms (SMSF), a qualitative and a quantitative study are carried out in Spain, at a national level.

The results validate the scales and identify that MO comprises the following dimensions: information‐gathering, dissemination of information, and response to the market. The validated business results scale includes economic/financial results and others of a more personal nature linked to the entrepreneur business owner.

The work provides knowledge regarding the activities undertaken by SMSF in the area of MO. Professionals from the small‐ and micro‐sized service sector can use this knowledge to plan and design market‐focussed actions that will lead to improved business performance.

The work validates MO and business results scales that have been widely studied throughout the literature but that leave a significant gap in the case of SMSF operating in Latin American countries. The business base in these countries comprises a large percentage of such small‐scale operations.

El objetivo de este trabajo es validar las escalas de orientación al mercado y de consecución de resultados empresariales en un ámbito de interés para la literatura como es el de las empresas de servicios de tamaño pequeño y micro en contexto próximos al de Iberoamérica, como es el sector del turismo rural en el ámbito español.

A partir de la revisión de la literatura especializada en orientación al mercado, su impacto en el sector servicios y en las características de las empresas de servicios pequeñas y micro, se lleva a cabo un estudio cualitativo y un estudio cuantitativo a nivel nacional en España.

Los resultados alcanzados permiten validar las escalas e identificar que la orientación al mercado queda integrada por las dimensiones de captación de información, diseminación de la información y respuesta hacia el mercado. Por otra parte, los resultados empresariales incluyen resultados económico‐financieros y otros de carácter personal vinculados al empresario.

Este trabajo aporta un mayor conocimiento en relación con las actividades que las empresas de servicios pequeñas y micro pueden llevar a cabo para orientarse al mercado. Este conocimiento puede ser utilizado por los profesionales del sector al planear y diseñar las acciones de mercado de sus empresas, conduciendo a un mayor desempeño de la actividad empresarial.

La orientación al mercado y sus efectos en empresas de servicios pequeñas y micro en un contexto próximo al iberoamericano como es el de España difiere con respecto a otros ámbitos de aplicación más generales. El conjunto de aspectos considerados en este trabajo, permiten llevar a cabo una adecuada aplicación empírica en esta área donde en la revisión de la literatura aparece una carencia de trabajos empíricos.