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The positioning of a tourism destination can easily change due to external uncontrolled factors, such as a pandemic. In this scene, the purpose of this study can be summerized in two main points: to investigate the main topics associated with a religious tourism destination (Vatican City) before and from the pandemic crisis, and to identify potential topics that could be highlighted to reposition this tourism destination more favorably.

The information was extracted from Trip Advisor, specifically from the web Vatican City (7,152 reviews). This information was analyzed using text mining software applied to English text data.

The results show that the image of Vatican City has evolved, from a larger cultural, artistic and historical destination to a destination with a strong religious orientation, probably due to the growing influence of tourists and pilgrims in search of spiritual consolation in a global health crisis. New comments have emerged in the pandemic on topics such as Pope, Catholicism and love.

The authors recommend repositioning this tourism destination under what they have dubbed the umbrella of the three “Rs”: religion, renaissance and relaxation. Also, two outstanding attractions are frequently mentioned by tourists in this more spiritual scenario: Saint Peter’s Basilica and Sistine Chapel.

Studies about religious tourism are scarce, and those considering an urban city as a key religious tourism destination even more.

The rise of non-governmental organisations (NGOs) during the last decades has made the volunteer a key element. Motivation and satisfaction have been indicated as predictive indices of their retention. The purpose of this paper is twofold. On the one hand, it seeks to better understand the motivations of the volunteers, addressing the effects of such motivations. On the other hand, it analyses whether the intensity of such antecedents and effects differs depending on the type of NGO with which they work: generalist vs specialist.

A study with 847 volunteers from different types of NGOs was done using structural modelling methodology and multi-sample analysis.

The type of NGO moderates the relationship between the satisfaction of the volunteer and the intention to recommend.

Given that in specialist NGOs the impact of satisfaction on the intention to recommend is significantly stronger than in generalist NGOs, making sure that volunteers are satisfied becomes a priority in this type of NGO. In this regard, satisfaction studies among volunteers could be conducted periodically to detect crisis situations and implement improvement actions to recover satisfaction in the occupied position.

First, to date, the motivations of the volunteer have been investigated from different disciplines, the self-determination theory (SDT) being an important motivational theory widely used in areas such as social, education and sports psychology. However, there is little research from a marketing approach to understand the background of the motivations of volunteers under this conceptual framework provided by the SDT. Second, there is also a scarcity of literature linking the motivations of a volunteer with the emotions they may feel, ultimately achieving consolidated lasting links with the NGO in which they are integrated. Third, most research on volunteering to date has focused on differentiating volunteers from non-volunteers and understanding the reasons for volunteering. However, the presence of studies on the differences in the motivation of the same according to the type of NGO with which they collaborate has been scarce.

Presents the concept mapping technique as a tool in marketing research. The advantage of this technique lies in the development of qualitative research techniques like focus groups, by structuring results in an objective form; through representing the ideas expressed on a perceptual map. Technique requires statistical tools such as multidimensional scaling and cluster analysis. Its study has been applied here to identify sets of variables that foster customer, given that it represents one of the most strategic sectors in Spain.

Fashionable brands need to develop brand attachment so that their consumers become fans and act as apostles by recommending them. But how can companies develop brand attachment? This paper aims to investigate, on the one hand, the role of four drivers of brand attachment (perceived quality, brand personality, credibility and awareness) and three effects (loyalty, buying intention and perceived risk). On the other hand, three groups of fashionable brands with different positioning strategies are compared to analyze if the brand positioning strategy moderates the proposed relationships in the analyzed country.

To achieve the two objectives, surveys with the same instrument were conducted twice, and a sample of 1,922 consumers from the three most populated cities of Ecuador (Quito, Guayaquil and Cuenca) took part in the study. They chose fashionable brands with functional (n = 1,066), hedonic (n = 463) and symbolic (n = 393) positioning strategies. They mentioned, for example, functional brands such as Avon, La Lechera, Nokia or Converse; hedonic brands such as Christian Dior, Oreo, Apple or Timberland and symbolic brands such as Axe, Coca-Cola/Coke, Motorola or DBond.

The results of this study show that (1) brand positioning affects attachment, (2) a functional positioning leads to higher consumers' loyalty, (3) a hedonic positioning leads to the strongest brand personality and credibility and (4) a symbolic positioning seems to be the less useful option in terms of desired effects.

First, this paper considers three different subscenarios in launching a new product: hedonic, functional and symbolic brand positioning. The comparison of these three scenarios makes progress with respect to previous research since the connection between consumers' brand attachment and positioning brand strategy has been scarcely addressed to date. Second, no study has been found that assesses the simultaneous effect of four key antecedents capable of enhancing brand attachment (personality, quality, awareness and credibility), causing three major effects (loyalty, purchase intention and decrease in perceived risk).

The purpose of this paper is to analyse the relationship among the compensation system (fixed or commission) applied to salespeople, the system by which they are controlled, and the effects of both on individual performance and sales organization effectiveness. Previous research has been extended in a different country/context, and from the field sales manager's points of view.

First, a cluster analysis was used to obtain a set of groups of salespeople characterized by their main compensation system (salary and/or commission). Also, ANOVA is used to analyze the significance of the differences due to the different compensation system.

The empirical data reflect the results of research involving 108 field sales managers and show that the compensation system used for the salespeople has significant effects on individual salesperson performance and sales organization effectiveness and is related to the control system used by the company. Companies with a compensation system based on a fixed salary use behavior control more than companies with a compensation system based on commission; salespeople who receive a greater proportion of compensation as a fixed salary give better individual performance than those who are paid by commission; salespeople who receive a greater proportion of their pay as a fixed salary are more effective than those paid largely by commission. Results do not show relevant differences among countries.

Any generalisation of results is limited by the characteristics of this study, in particular by the sample used and the particular situation of the country analysed (Spain). At the same time, and because the study relies on the subjective judgment of sales field managers' perceptions, the measurement of some concepts is subject to various cognitive biases.

Compensation for salespeople is one of the most important issues in saleforce management as it has a significant effect on motivation, which is critical, given the conditions of their working environment.

This paper analyzes the field sales manager's points of view and not that of the salesperson or the sales team. This provides a closer perspective because field sales managers operate between the salesperson and sales manager. This paper presents a framework based on Baldauf et al.'s and Piercy et al.'s previous research, with two main contributions. The first contribution is the proposed direct analysis of the relationships between various antecedents of effectiveness. The second contribution is the consideration of two dimensions of the effectiveness construct: financial efficacy and field sales manager satisfaction.

This paper aims to find out what characterises salespeople in the most effective salesforce in Spain.

An empirical analysis has been done with 108 field sales managers from different sectors of activity to determine the conditions of the salesperson's control, professionalism and behaviour that affect his/her performance and the effectiveness of companies. A structural equations model or second generation multivariate model was used – PLS.

The results show that more effective salesforces are controlled through behaviour control systems, salespersons in this team identify with the company's strategic objectives and an important part of their remuneration is based on a fixed salary.

First, the information has been gathered on a unique hierarchical level – team managers. Second, the company's activity sector and the type of salesperson can modify the results. Finally, the size of the sample has limited the potential application of specific statistical techniques and even the generalisation of the results.

Field sales managers must help to define the salespeople's tasks to reach the company's objectives in the most effective way. This situation implies, logically, that control is exerted over behaviour and to a lesser extent over the results achieved by the salesperson.

The paper determines those variables which allow companies, and especially those persons holding responsibility in the salesforce, to increase their effectiveness. The objective enriches the knowledge on sales effectiveness and also applies, in the Spanish case, a study methodology that has been applied in other countries.

The paper aims to analyse the relationship between market orientation (MO) and results in the field of higher education, considering the importance of university teaching staff MO in relation to satisfaction and establishing that this orientation is directly and positively affected by the MO of the upper hierarchical levels. The focus is on a university in a developing country.

The information was gathered from a convenience sample using a self‐administered questionnaire (219 teacher staff valid questionnaires and 34 directors, secretaries and head of course's questionnaires). Data were analysed using confirmatory factor analysis and structural equation analysis.

The results show that campus MO has a positive significant impact on the schools MO but not on the teaching staff. Likewise, the schools MO does not affect teaching staff MO. However, teaching staff MO does impact job satisfaction (JS).

The study was carried out in a single university and therefore other Mexican universities may have particular characteristics which were not found here. Furthermore, this is the first application of the MO scale in another context. In addition, the study is centred on the administrative authorities and teaching staff from a personal point of view, self‐evaluation.

University administrators should take measures to increase and maintain MO in the teaching staff and consequently their JS. In order to join forces in a common goal, an atmosphere of cohesion must be developed and a system of incentives put in place to motivate market‐oriented behaviour and the adoption of an internal marketing focus.

Even some studies have examined MO in higher education institutions, almost all of them are in developed countries. This present paper therefore examines the application of MO, in a state education institution in a developing country.

This study looks at the relationships between the market orientation of the manufacturer and the sources of his or her power over the distributor. The effect these power bases have on the distributor's satisfaction with the relationship is also analysed. The aricle offers the results of a study, conducted in the ceramic tile sector in Spain, aimed at measuring the market orientation of manufacturers, their power bases as perceived by their distributors, and the latter's satisfaction with the relationship. The results show that manufacturers' market orientation has a positive effect on their reward power but not on their referent power, nor on their power of coercion. However, the reward, expert and referent powers of the manufacturer have a positive effect on the distributor's satisfaction

Aims to interrelate two lines of research: market orientation and strategic groups identification. Suggests that degree of market orientation of an enterprise should be connected to its competitive strategy and, also, to its final levels of performance. Identifies, in a highly competitive Spanish sector, groups of homogeneous enterprises with regard to their market orientation degree to see if the identified groups differ significantly in the competitive strategy mainly followed by their members and, also, in their economic profile. Uses cluster methodology and the analysis of variance. Also applies multidimensional scaling to visually represent the position of each enterprise in a perceptual space. Recommends some guides to get a market orientation status and also a competitive position in the competitive space.

The purpose of this research is to pursue two major objectives. First, to identify the key design variables for building successful transactional SME (Small Medium Enterprises) websites. Second, the transactional relevance of each key design variable is tested in order to establish priorities.

The present paper is developed through seven consumer focus groups. Two approaches were used: an ethnographic summary of each focus group (qualitative approach) and a systematic coding procedure (quantitative approach).

The findings indicate that a transactional website should have three main strong points: it must be secure; price information should be provided; and a wide range of images should be shown. But not all these factors are equally important.

These results lead one to recommend that managers should expend more effort to make the website more secure and detailed in terms of content. Second, even e‐services have not obtained the highest relevance but this does not mean that service quality is less important.

Most studies to date have focused on dealing with different design elements in isolation. In this framework, the role of website security or navigability has been the most studied element in the literature. However, comparison between the different design elements is still lacking, especially from a qualitative research perspective. This work tries to cover that gap, by providing a hierarchy of website design factors based on their capacity to stimulate SME sales.