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This paper aims to determine how important cultural events organized by hotels are when guests select the establishment, determine the most influential source to attract customers to the hotels’ cultural events and measure their ability to meet guests’ expectations.

A qualitative exploratory methodology was adopted. Data collection was performed through voluntary and non-probabilistic face-to-face interviews to 2,229 guests and six directors from eight hotels that organize cultural events.

The data revealed that, although cultural events organized by hotels were not a selection factor, these were attended by the majority of guests, who felt valued for being asked for feedback by the hotels and were more influenced by marketing communications within the establishments than by word-of-mouth.

Contrary to cultural events organized by local authorities, cultural events organized by hotels have received little to no academic attention. This research allowed the authors to better understand the factors that may influence hotel selection and guests’ satisfaction.

This research aims to identify how important it is that brands incorporate relevant-added value into their esports sponsorships.

This exploratory research applied a convergent-parallel mixed method with equal status. Data were collected by interviewing 22 experts in esports sponsorships and having 5,638 esports fans fill out an online survey. SPSS 25 was used to analyze quantitative data and NVIVO 10 to process qualitative data. Each dataset was analyzed separately and then compared with both having the same level of importance.

The results revealed that all experts considered the creation of relevant-added value as an essential strategy for successful esports sponsorships and the large majority of fans want sponsors to apply this tactic. Interestingly, while the experts mostly emphasized ways to directly benefit the fan-base, the fans prefer that sponsors focus on directly supporting the esports industry.

Brands should incorporate relevant-added value into their esports sponsorships as it greatly decreases fan resistance to the promotional message, catches the fans' attention and engagement much more easily, has a much higher probability of leading to high positive return on investments (ROIs) and makes for a much more cost-effective investment.

The field of esports sponsorships has received little academic attention and the results are highly significant and relevant for all current and potential esports sponsors looking to increase the effectiveness of their esports sponsorships.

This chapter aims to assess how effective loyalty programs are in contributing to retaining guests for hotels. The effectiveness is measured by means of a Bass model which allows the measurement of the diffusion patterns of adopters within potential adopters. The data used to perform this model allow the depiction of the effect of geographical localization over a time frame of three years. Results suggest that the loyalty card’s acceptance was measured from the internal and external parameters, based on the concept of diffusion theory. The results indicated a need for innovation of the loyalty program from 2019. Due to the existence of several hotels with different typologies in different countries, a segmentation of clients by nationalities is suggested with a “waterfall” strategy being placed in the hotel chain loyalty program.

This paper aims to understand the contribution made by Facebook as a marketing tool for companies, and through empirical observation (interviews and questionnaires) and theoretical analysis (studies and academic literature on the subject), to analyse the reactions of individuals in social media (particularly in Facebook) and its confluence with the organizations. The overall aim is subdivided into three objectives covering more precisely the two poles of marketing communication (the consumers and the businesses), within the context of Facebook: to learn about the users’ vision on Facebook and their point of view on being a part of it; to understand the strategic vision of Facebook from those responsible for marketing and communication in companies; and to analyse the role of Facebook in marketing activities and interactive communication (users and companies).

The first part of this study is a theoretical study of the area and existing published research. The second part is a qualitative study. In this sense, the theoretical analysis in the field of social networks supports the propositions discussed in the empirical analysis, which is based on a random sample of individuals and representative companies. The analysed universe consists of a randomly unrepresentative group of consumers living in Portugal, particularly in the cities of Funchal (Madeira) and Lisbon, and company representatives established in Funchal (Madeira), to understand if the theoretical arguments are also verified in these regions regardless of their particular characteristics, especially the geographical and demographic.

Today the focus continues to be very connected to sales and promotions and to traditional communication channels when it should move to create interactions with meaning for the audience through content before focusing on sales. Organizations should consider the way they communicate with their target audience and consider social networks and mobile technologies as a new way of expanding the business, adapting to this new consumer not contemplated by the traditional marketing and communication media.

Furthermore, the existing literature quickly becomes obsolete without addressing the issue in depth, sometimes referring qualitative studies based on demographic and geographic variables and traditional models. Moreover, most of the authors are Anglo-Saxon and discuss realities away from the one studied here. Geographical location and time are also other important limitations, as in Portugal, the phenomenon is recent and both individual users and company representatives (who constituted the study sample) have little practical experience in the use of online technologies and social networks; probably the main setback is the limited period of the study, concentrating the analyses on the current interviewee experience instead of an evolutionary people's behaviour analyses concerning the use of social networks. Although the evolution of information technology is a catalyst for a more intense online social experience, it is important to understand how to live the virtual experience and how the communication between individuals and companies evolves (how to adapt to this new consumer audience), face the current short-term models based on offline actions, reactive strategic actions, misperception of users and lack of information on social network consumers’ life.

Organizations should consider the way they communicate with their target audience and consider social networks and mobile technologies as a new way of expanding the business, adapting to this new consumer not contemplated by the traditional marketing and communication media. The study presents a qualitative analysis of the behaviour, the reactions and the attitudes of individuals towards organizations, with the aim of understanding which are the social factors that contribute to sustainable competitive advantage to organizations and support strategies and future actions.

The social aspects are a part of the experience in the Facebook community and also of the shopping experience. So it is important to monitor these behaviours in Facebook or other networks to perceive users of social networks, and consequently define marketing and communications actions to transform fans into customers. Relevant factors come associated with tacit knowledge of the organization, particularly those related with learning and social interaction of the organization and organization knowledge about virtual communities. To a higher coexistence of these factors, the more difficult the replication is, and the higher the strengthening of the hypothesis of sustainability of competitive advantage.

Organizational survival increasingly depends on the socialization, sharing interests and activities with the audience linked to the incorporation of digital technologies in their activities, especially those related to social networks. Technology emerges as a support for the satisfaction of social connection, transforming communication between people and companies, making it much more dynamic and transparent. As we have seen, there are many positive factors associated with the participation in the social networks. Prominent among these are the interactivity, the detection of customer needs, the adjustment of supply, transmission of content without geographical boundaries and the ease of implementation of viral marketing campaigns.

The purpose of this study is to define a model of social technology diffusion, comprising constructs that explain guests’ likelihood of recommending their hotel loyalty program to their peers.

The diffusion effect is explained by commitment-trust, satisfaction with user-to-user interactivity, satisfaction with user identifiability and word of mouth. A total of 2,812 usable responses were obtained through an online questionnaire sent to guests with two or more transactions with the loyalty program.

The results suggest that commitment and trust and word of mouth are crucial to enact social diffusion. As such, hotel loyalty programs need to be leveraged through enacting social diffusion.

Tourism and hospitality practitioners dealing with loyalty programs should create and post new trustworthy content that might be beneficial for the hotel loyalty program in their efforts to provide a more valuable experience for guests.

The paper provides empirical evidence that the likelihood of sharing with other guests or the intention to belong to a hotel loyalty program community exists and then goes on to offer a range of possible responses based upon four relational mediators.

Music festivals offer new opportunities for leisure and tourist experiences in Portugal. Some tourists and residents, the so-called festival goers, participate and come back to these events, whereas others, the non-goers, never participate and are not willing to do so. The aim of this research is to understand the decision to participate or not based on facilitators and constraints to participate or not in a music festival, dismantling residents and tourists' attitudes.

Data were collected from 1,178 music festival goers and non-goers in Portugal. Content analysis was undertaken to depict the most important determinants of their decisions. Those determinants were categorized according to the three dimensions of factors of ecological systems theory, considering festival goers and non-goers as well as tourists and residents.

The results suggested that although constraints are not as often voiced as facilitators, both influence decisions that are expressed as delaying, postponing, avoiding or complying with others by participating in these events. Furthermore, the results suggested that the decision to participate or not depends on the social contexts of the festival goers or non-goers, and that these social contexts may invert their decision, be it by facilitating or constraining their participation.

This research is limited to festivals in Portugal and used a qualitative analysis that may be confirmed in other countries with quantitative methods. Nevertheless, this research opens paths to discuss facilitators and constraints through ecological system theory and gives insights into this industry.

The results provide important insights for festival organizers to retain and build long-term relationships with festival goers. The results also provide insights into how to overcome the resistance which non-goers demonstrated.

This research offers an in-depth and insightful understanding of individuals' attitudes towards music festivals, allowing festival demand to be better understood. Furthermore, this research proves that attendance of music festivals is mostly a socially driven behaviour.

By eliciting facilitators and constraints of the decision to participate in music festivals, considering residents and tourists, festival goers and non-goers, this study provides a deeper understanding of the decision to participate, through a theoretical framework which is rarely applied in this field.

The purpose of this paper is to evaluate the fatigue process through the dynamic analysis of the global structural model and local static sub-modelling in a critical detail using the hot-spot stress approach. The detail was studied in three different positions at the “Alcácer do Sal” access viaduct, and the methodologies from the IIW and Eurocode EN 1993-1-9 were compared.

In this study, the fatigue life process based on the hot-spot stress approach was evaluated using a global dynamic analysis and a local sub-modelling based on a static analysis of welded connections in the “Alcácer do Sal” railway structure, Portugal, taking into consideration the recommendations from IIW and Eurocode EN 1993-1-9. The hot-spot stresses were calculated through the static analysis of the sub-model of the welded connection for each vibration mode with the aim to obtain the temporal stresses using the modal coordinates and modal stresses of the extrapolation points. The Ansys® and Matlab® softwares were used for the numerical analysis and the hot-spot stress calculations, respectively.

The proposed methodology/approach to obtain fatigue assessment is based on the modal analysis of the global structural model and local static sub-modelling. The modal analysis was used to extract the boundary conditions to be used in the local model to determine the temporal stresses of the extrapolation points. Based on the modal superposition method, the stresses as function of time were obtained for fatigue life evaluation of a critical detail by the hot-spot stress approach. The detail was studied in three different positions.

In the present study, a global-local fatigue methodology based on dynamic analysis of the global structural model and local static sub-modelling of the critical detail using the hot-spot stress approach is proposed. Herein, the modal analysis of the global structural model supported by the modal superposition method was used to obtain the matrix of modal coordinates. The static analysis of the local sub-model for each mode from the modal analysis of global structural model was done to estimate the hot-spot stresses. The fatigue damage calculation was based on S-N curve of the critical detail and rainflow method. The IIW recommendation proved to be more conservative compared to the proposed rules in the Eurocode EN 1993-1-9. The global-local modelling based on dynamic analysis is an important and effective tool for fatigue evaluation in welded joints.

The purpose of this paper is to offer a comprehensive overview of current research on customer behavior in the business-to-business (B2B) context and propose a research agenda for future studies. Despite being a relatively recent area of interest for academics and practitioners, a literature review that synthesizes existing knowledge into coherent topics and outlines a research agenda for future research is still lacking.

Drawing on a systematic literature review of 219 papers and using a text-mining approach based on the Latent Dirichlet Allocation algorithm, this paper enhances the existing knowledge of B2B customer behavior and provides a descriptive analysis of the literature.

From this review, ten major research topics are found and analyzed. These topics were analyzed through the lens of the Theory, Context, Characteristics and Method framework, providing a summary of key findings from prior studies. Additionally, an integrative framework was developed, offering insights into future research directions.

This study presents a novel contribution to the field of B2B by providing a systematic review of the topic of customer behavior, filling a gap in the literature and offering a valuable resource for scholars and managers seeking to advance the field.