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Article

Asunción Beerli-Palacio and Josefa D. Martín-Santana

The purpose of this paper is to analyse the influence of the confirmation of the motivations of tourists in changing image of a tourist destination pre- and post-visit…

Abstract

Purpose

The purpose of this paper is to analyse the influence of the confirmation of the motivations of tourists in changing image of a tourist destination pre- and post-visit. That is, considering whether once the tourist has made the trip, depending on whether their expectations have been met and confirmed motivations, will have a more or less image gap.

Design/methodology/approach

The authors conducted an empirical study with a representative sample of leisure tourists to Tenerife (Canary Islands, Spain) of both sexes, 16 or more years of age, and visiting the island of Tenerife for the first time from abroad and from the rest of Spain. The final sample was 411 participants.

Findings

The results verify that the confirmation of the intellectual and escape motivations influences directly and positively change cognitive image pre- and post-visit. The fact that the affiliation motivations do not influence the cognitive image gap may be due to that tourists who visit a destination stay with friends or family and for this they interact less with the destination, which will imply that the cognitive image pre- and post-visit do not vary.

Originality/value

This research has sought to contribute towards a better understanding of the area, which is concerned, with the image of destinations and, more specifically, the concept of how the image changes after a visit to the destination. In this sense, and given the of lack empirical evidence about how confirmation of motivations influences on destination image gap, this research aims to contribute to the improvement of knowledge about the personal factors that influence the change of the pre- and post-visit destination image.

Details

European Journal of Management and Business Economics, vol. 26 no. 2
Type: Research Article
ISSN: 2444-8451

Keywords

Content available
Article

Asunción Beerli-Palacio and Josefa D. Martín-Santana

This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit;…

Abstract

Purpose

This paper aims to analyse the influence of the cultural sensitivity of tourists on the change in image that occurs for tourist destinations prior to and after a visit; understanding cultural sensitivity as the recognition of and respect for different beliefs, values and customs.

Design/methodology/approach

A structural equations model is carried out with a representative sample of 411 tourists from Tenerife (Canary Islands).

Findings

Cultural sensitivity directly and positively influences the gap in the global image of the destination, so greater cultural sensitivity improves the post-visit image compared to the pre-visit image at a global level. Likewise, there are significant differences in cultural sensitivity according to the sociodemographic characteristics of tourists.

Research limitations

Although this study is based on a single case (Tenerife) and the generalisation of the results must be treated tentatively, the developed model could be applied in other destinations.

Practical implications

This study contributes to a better understanding of the influence of cultural sensitivity on the image gap in tourist destinations, as there is still little empirical evidence on the subject.

Originality/value

The results of this study represent an advance in the literature, as there are few studies in the tourism marketing literature that studied the effect of the cultural sensitivity on the image of a tourist destination.

Objetivo

El presente trabajo tiene por objeto analizar la influencia de la sensibilidad cultural de los turistas en el cambio de imagen de un destino turístico pre y post-visita, entendiendo por sensibilidad cultural el reconocimiento y el respeto a las creencias, los valores y las costumbres diferentes.

Diseño/metodología

Se utilizó un Modelo de Ecuaciones Estructurales con una muestra representativa de 411 turistas de Tenerife (Islas Canarias).

Hallazgos

La sensibilidad cultural influye directa y positivamente en el gap de la imagen global del destino, por lo que la mayor sensibilidad cultural mejora la imagen post-visita frente a la imagen pre-visita a nivel global. Igualmente, se observan diferencias significativas en la sensibilidad cultural en función de las características sociodemográficas de los turistas.

Limitaciones de la investigación

Dado que este estudio se basa en un único caso (Tenerife), lo cual afecta a la generalización de los resultados, el modelo desarrollado podría aplicarse a otros destinos.

Implicaciones prácticas

Este trabajo contribuye a una major comprensión de la influencia de la sensibilidad cultural en el gap de la imagen de un destino turístico, ya que todavía hay poca evidencia empírica sobre el tema.

Originalidad/valor

Los resultados de este trabajo representan un avance en la literatura ya que existen pocos trabajos en la literatura de marketing turístico que estudien el efecto de la sensibilidad cultural en la imagen de un destino turístico.

Details

Spanish Journal of Marketing - ESIC, vol. 22 no. 1
Type: Research Article
ISSN: 2444-9709

Keywords

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Article

Gonzalo Díaz Meneses and Asunción Beerli Palacio

The objective of this research is not only to provide a new theoretical framework to overcome doctrinal inconsistencies related to the reward recycling technique but also…

Abstract

Purpose

The objective of this research is not only to provide a new theoretical framework to overcome doctrinal inconsistencies related to the reward recycling technique but also to empirically contrast the proposed explanations.

Design/methodology/approach

This research follows a quasi‐experimental design. This type of treatment comprises the application of a draw‐based prize technique. A questionnaire was issued to gather the information from a sample with 123 individuals. The approach is quantitative.

Findings

It was found that recycling behaviour has become a routine or habit with recognized awareness of ecology and recycling, but without a high level of involvement, since today's adoption process does not require such effort. This implies that the efficacy of the reward technique has been transformed and consequently its effects must be understood differently. To be specific, responders and non‐responders are similar, in terms of their levels of beliefs about recycling, ecological concern and involvement with recycling, and both show the same model of adoption with a low hierarchy of effect and with a few minor differences. Nevertheless there is only one difference between sustainers and non‐sustainers, namely, the sustainers’ greater ecological concern before the promotion application.

Research limitations/implications

The non‐existence of a control group is a limitation with the result that the validity of the experiment is not being totally checked.

Originality/value

This research provides some empirical evidence challenging some old presumptions concerning the understanding of recycling.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 18 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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Article

Asunción Beerli Palacio, Gonzalo Díaz Meneses and Pedro J. Pérez Pérez

This work centers on the study of the image of universities, with the aims of explaining the process of image forming by means of its different components, both in its…

Abstract

This work centers on the study of the image of universities, with the aims of explaining the process of image forming by means of its different components, both in its cognitive and affective dimensions and of analyzing its relationship with the students’ satisfaction with the university. The results of the empirical work carried out on a representative sample of 6,775 students studying at a Spanish university demonstrate that the cognitive component of image is an antecedent of the affective component. In turn, both of those components influence the forming of the overall image of the university and the cognitive, affective and overall images statistically and significantly influence the students’ satisfaction with the university.

Details

Journal of Educational Administration, vol. 40 no. 5
Type: Research Article
ISSN: 0957-8234

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Article

Josefa D. Martín‐Santana and Asunción Beerli‐Palacio

The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the…

Abstract

Purpose

The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online advertising in blogs: rectangle and contextual, as well as to explore which factors influence that effectiveness.

Design/methodology/approach

A survey was used to gather data. Advertising effectiveness was determined using the traditional measurements employed for conventional media at cognitive, affective and conative levels and analysing the CTR.

Findings

The results reflect a direct relation between measurements of effectiveness and CTR, differences in the effectiveness of the two advertising formats, and that the factors influencing that effectiveness are attitude toward the web site, involvement with the product and duration of web site visit.

Research limitations/implications

The main limitation of the study is that the experimental design is focused on two types of formats inserted into two types of blog and about only one product. A further limitation is the need to analyse other factors that may influence the effectiveness.

Practical implications

The principal conclusion of the study is that managers should not evaluate the effectiveness of their online campaigns by using only the CTR.

Originality/value

Despite the increase in their use, blogs have not received attention in the field of advertising research.

Details

Online Information Review, vol. 36 no. 3
Type: Research Article
ISSN: 1468-4527

Keywords

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