Search results

The purpose of this study is to determine what the history of research in marketing implies for the reaction of the field to recent developments in technology due to the internet and associated developments.

This paper examines the introduction of new research topics over 10-year intervals from 1960 to the present. These provide the basic body of knowledge that drives the field at the present time.

While researchers have always borrowed techniques, they have refined them to make them applicable to marketing problems. Moreover, the field has always responded to new developments in technology, such as more powerful computers, scanners and scanner data, and the internet with a flurry of research that applies the technologies.

Marketing will adapt to changes brought on by the internet, increased computer power and big data. While the field faces competition for other disciplines, its established body of knowledge about solving marketing problems gives it a unique advantage.

This paper traces the history of academic marketing from 1960 to the present to show how major changes in the field responded to changes in computer power and technology. It also derives implications for the future from this analysis.

El objetivo de este estudio es examinar qué implica la historia de la investigación académica en marketing en la reacción del campo de conocimiento a los recientes desarrollos tecnológicos como consecuencia de la irrupción de Internet.

Esta investigación analiza la introducción de nuevos temas de investigación en intervalos de diez años desde 1960 hasta la actualidad. Estos periodos proporcionan el cuerpo de conocimiento básico que conduce al ámbito del marketing hasta el presente.

Aunque los investigadores tradicionalmente han tomado prestadas ciertas técnicas, las han ido refinando para aplicarlas a los problemas de marketing. Además, el ámbito del marketing siempre ha respondido a los nuevos desarrollos tecnológicos, más poder de computación, datos de escáner o el desarrollo de Internet, con un amplio número de investigaciones aplicando tales tecnologías.

El marketing se adaptará a los cambios provocados por Internet, aumentando el poder de computación y el big data. Aunque el marketing se enfrenta a la competencia de otras disciplinas, su sólido cuerpo de conocimiento orientado a la resolución de problemas le otorga una ventaja diferencial única.

Describe la historia académica del marketing desde 1960 hasta la actualidad, para mostrar cómo los principales cambios en este campo respondieron a los cambios tecnológicos. Se derivan interesantes implicaciones para el futuro.

Historia, Revisión, Cambio, Tecnología, Conocimiento, Internet, Datos, Métodos

Revisión general

The purpose of this paper is to use the practical application of tools provided by social network theory for the detection of potential influencers from the point of view of marketing within online communities. It proposes a method to detect significant actors based on centrality metrics.

A matrix is proposed for the classification of the individuals that integrate a social network based on the combination of eigenvector centrality and betweenness centrality. The model is tested on a Facebook fan page for a sporting event. NodeXL is used to extract and analyze information. Semantic analysis and agent-based simulation are used to test the model.

The proposed model is effective in detecting actors with the potential to efficiently spread a message in relation to the rest of the community, which is achieved from their position within the network. Social network analysis (SNA) and the proposed model, in particular, are useful to detect subgroups of components with particular characteristics that are not evident from other analysis methods.

This paper approaches the application of SNA to online social communities from an empirical and experimental perspective. Its originality lies in combining information from two individual metrics to understand the phenomenon of influence. Online social networks are gaining relevance and the literature that exists in relation to this subject is still fragmented and incipient. This paper contributes to a better understanding of this phenomenon of networks and the development of better tools to manage it through the proposal of a novel method.

This study aims to provide more insight into how customer voice is captured and used in managerial decision-making at the marketing-finance interface. This study’s focus is on understanding how the customer voice, often communicated through online and social media platforms, is used in high-performing hotels.

This research is based on a case study of four high-performing Irish hotels. For each case, multiple informants, including marketing managers, general managers and finance managers, were interviewed and shadowed. Twenty seven decisions across the four cases were analysed to assess the use of customer voice in managerial decision-making.

Social media provides a stage that has empowered the customer voice because of the public nature of the interaction and the network effect. Customer voice is incorporated in managerial decision-making in three distinct ways – symbolically as part of an early warning system, for action-oriented operational decisions and to some extent in the knowledge-enhancing role for tactical decisions. While there is a greater appreciation among senior managers and the finance and accounting managers of the importance of customer voice, this study finds clear limits in its utilisation and more reliance on traditional finance and accounting data, especially in strategic decision-making.

The cases belong to a highly visible open environment of hotels in an industry where customer voice has immediate and strong effects. The findings may not directly apply to industries characterised by a relatively more closed context such as banking or insurance. Moreover, the findings reflect the practices of high-performing hotels and do not necessarily capture the practices used in less successfully operating hotels.

While marketers need to enhance their ability to create a narrative that links the customer voice to revenue generation, finance managers also need to develop a skillset and adopt a mindset that appropriately reflects the influential role for customer voice in managerial decision-making.

Despite the linkage of marketing performance to business performance, there is limited research on the impact of customer information on managerial decision-making. This research provides insight into how customer voice is considered at the critical marketing-finance interface.

The purpose of the present paper was to explore the best practices of destination management in promoting tourist destinations through the Mozambique government website (INATUR) and identify strategies that enhance its visibility and online presence. This was only possible by (1) exploring if people are aware of the government website’s existence; (2) examining the existence of indicators of the engagement behaviors for the web-users (visitors) in their searching process on the government website; (3) exploring if the engagement behavior and website features have influence on the government website visitors’ satisfaction and (4) providing measures to enhance the popularity of the government website at INATUR.

The study combined a qualitative and quantitative methodological approach from the primary data collected via an online questionnaire survey of 269 random respondents, and the selected data was analyzed and processed using Stata 13 with the descriptive statistic and ANOVA [Analysis of Variance (an econometric model)] technique. The data was collected from secondary sources and from the interview, a strengths, weaknesses, opportunities, and threats (SWOT) analysis was applied with an interpretive approach.

The government website presents the minimum of relevant information to respond to the users’ needs and expectations. There is little knowledge regarding the existence of the government website for tourism destination marketing. Few respondents were surprised about this website’s existence. The optimistic side of responses came from those peple who used the website and it helped their expectation. The correlation analysis showed a significant positive relationship between the government website features and the visitors’ searching satisfaction; the interview outputs noted that the shortage of staff at INATUR with knowledge of digital marketing engagement plays a role in solving the problem of the visibility and online presence of the website.

One of the apparent limitations of this research was the world pandemic situation (Covid-19), which influenced to make abrupt arrangements in conducting the questionnaire survey and interview compared to the planned schedule. The interview was supposed to be a field research to have direct contact with her respondents and collect nonverbal information through the respondents’ body language, but unfortunately, it was not possible. Improvising was one of the solutions and had to design an online questionnaire survey for national and international tourist respondents and an emailed interview with INATUR director. Because of that, the results showed a very significant gap between African nationals and international respondents in number of 264 and 5, respectively (about in 98,14%) caused by the lockdown and traveling limitation.

The adoption of the contents in “Recommendations for policy and decision-making” can help in synergizing an integrative marketing communication strategy that enables all actors to maximize local economic benefits without spending many financial resources, and support sustainability, different tourist destination suppliers, authorities and local communities’ development. Ensuring effective and efficient communication, and above all, enhancing the provision of reliable information. Reinforce the importance of the practical teaching and learning of digital platforms in tourism schools and universities; offer a thematic tool to serve as an analytical basis in future studies, encouraging continuous scientific research on the subject under study.

Raising the awareness of the government website among tourist consumers; promoting Mozambique as a reference destination and its tourist diversity through the use of the government website; capitalizing tourists’ enterprises for communities’ development; improving the competitiveness of destinations through greater exposure of tourism products and services on the government website boosts the economic gains for the development of the tourism sector in the country. Accessibility to the information channel of Mozambican tourist destinations via the government website, and stimulating the desire to visit; improve and enrich the visitor’s experience quality on the government website in the tourist information consultation.

It is the first research in the country about tourism destination marketing using indicators like customers’ behavioral engagement levels based on social interactions such as likes, shares and comments on the government website, as well as its awareness and performance aspects, to analyze if the INATUR government website is being successful on its tourism destination marketer role. The research was also done to bring solutions to the current trends of the Covid-19 pandemic that has affected and disrupted the tourism industry.

This paper aims to examine the influence of interactive social media marketing communications on teenagers’ cognitive, affective and behavioral attitude components in South Africa. The study also considers the impact of a number of additional factors such as usage (access, length of usage, log-on frequency, log-on duration and profile update incidence) and demographic (gender, age and population group) variables on young consumers’ attitudes toward social media marketing communications.

A survey was used via three self-administered questionnaires, which were distributed to over 13,000 learners in the age range of 13-18 years (Generation Z cohort) at colleges and high schools in South Africa. A generalized linear model was used for statistical data analysis.

The study ascertained that social media marketing communications had a positive on each attitude component among adolescents, but on a declining scale, which correlates to the purchase funnel. The results also revealed that teenagers who used social media for long time periods; updated their profiles frequently and were from the Colored and Black population groups, displayed the most favorable attitudinal responses to social media marketing communications.

Social media was collectively analyzed and did not consider the number of different social media types, which could be examined individually. This investigation only considered the Generation Z cohort, but other cohorts to attitudes toward social media marketing communications could also be assessed.

Companies and their brands should consider using and/or adapting their strategies based on the declining impact of social media marketing communications on the hierarchical attitude stages among young consumers and the divergent influence on usage and demographic variables when targeting the lucrative and technologically advanced, but capricious, Generation Z consumers.

This research established that social media marketing communications had a favorable influence on cognitive, affective and behavioral attitude components among young consumers, but on a declining scale, which is in congruence with the purchase funnel model. This investigation also makes an important contribution to attitudinal research in developing countries, where there is a lack of research in social media marketing communications.

Evidence from previous literature indicates that adopting a new innovative technology has a positive impact on a company’s business performance. Much less work has been carried out into examining whether a technology adoption has impact on corporate reputation. This paper aims to examine the latter topic in a context where social media is the channel used to share news about the introduction of a new technology. The empirical setting of the study consists of five retail companies located in the USA that decided to include Bitcoin as a payment platform.

Twitter data were used to measure how sharing news about the adoption of new technology could affect the reputation of the companies selected, keeping a clear distinction between the volume of data relating to social media responses and the sentiment expressed in the tweets. A panel vector autoregression model was used to incorporate series of data relating to news items, volume and sentiment.

The results show that the news about the adoption of a new technology has a positive impact on both the volume of tech-related tweets and the sentiment expressed in the tweets themselves, although the patterns of these two effects are different. The resulting impact decreases after a few days, both in volume and in sentiment.

The analysis has limitations that future research could address by extending and diversifying the examined companies and the social media used as data sources. The research suggests that managers in medium-sized companies can leverage on the introduction of new technologies that have a direct impact on their customers and gain reputational benefits in terms of immediate visibility.

The research introduces an additional dimension of analysis to the current stream of corporate reputation. Although the literature has already covered the dynamics of response to events on Twitter, by focusing on the adoption of the new Bitcoin technology, the paper provides novel insights.

Adventure activities have become the core products of many tourism destinations. Hiking, which is known to be a soft adventure activity, represents an especially important product for many tourism destinations around the globe and in the European Alps. However, little research has explored hikers’ underlying motivation and experiences, which are expected to differ from the hard adventure context, as mountain hiking provides a low risk, but high immersion. This paper aims to determine and explore the underlying dimensions and dynamics of mountain hikers’ soft adventure motivation (SAM).

A concurrent mixed-method design that builds on a quantitative survey (N = 379) and qualitative interviews (N = 14) was used to explore SAM factors. This study combined exploratory factor analysis and regression analysis with semi-structured interviews and template analysis.

The quantitative results provide six SAM factors and emphasize that “relaxation,” “socializing” and “discovery” contribute to hiking satisfaction, while “recognition” has adverse effects. By triangulating these findings with hikers’ experiences, this study underlines the associated recreational meaning of hiking and provides an in-depth qualitative discussion of SAM factors and the subordinate role of “recognition.”

The contribution of this paper is a refined understanding of SAM in the hiking context by emphasizing the recreational meaning of mountain hiking. As a result, this study adds an important missing link to previous outdoor tourism and leisure studies by showing the special composition and dynamics of SAM. The findings also support the creation of tailor-made touristic products.

探险活动已经成为许多旅游目的地的核心产品。其中徒步旅行被认作为一种“轻松”探险活动并且代表着全球众多旅游目的地及欧洲阿尔卑斯山的重要产品。然而, 很少有研究探索远足者的潜在动机和经验, 由于徒步远足的风险较低, 但参与感高, 因此预计于艰苦的冒险环境有所不同。因此, 本文确定并探索了山地徒步者“轻松”冒险动机的潜在维度和动力。

采用基于定量调查(N = 379)和定性访谈(N = 14)的并行混合方法设计来探索SAM因素。因此, 我们将探索性因子分析和回归分析与半结构化访谈和模板分析相结合。

定量结果提供了6个SAM因素, 并强调“放松”、“社交”和“发现”有助于提升满意度, 而“认知”则有负面影响。通过将这些发现与徒步旅行者的经历进行三角分析, 我们强调了徒步旅行的相关娱乐意义, 并对SAM因素和“识别”的从属作用进行了深入的定性讨论。

本文的贡献在于通过强调登山的休闲意义, 对徒步情景下的SAM进行了精细化的理解。因此, 我们通过展示SAM的特殊组成和动态, 为之前的户外旅游和休闲研究添加了一个重要的缺失环节。最后, 研究结果支持了定制旅游产品的创造。

探险旅游, 动机, 软探险, 徒步

研究论文

Las actividades de aventura se han convertido en uno de los productos principales de muchos destinos turísticos, especialmente el senderismo, una actividad de aventura de baja dificultad que representa un producto importante para muchos destinos turísticos alrededor del mundo y en los Alpes europeos. Sin embargo, pocas investigaciones han estudiado la motivación y las experiencias subyacentes de los excursionistas, las cuales se espera que difieran del contexto de aventura de alta dificultad, ya que el senderismo de montaña proporciona un bajo riesgo pero una alta inmersión. Por lo tanto, este documento determina y examina las dimensiones y dinámicas subyacentes de la motivación de aventura de baja dificultad (SAM, por sus siglas en inglés) de los excursionistas de montaña.

Se utilizó un diseño de método mixto concurrente que se basa en una encuesta cuantitativa (N = 379) y entrevistas cualitativas (N = 14) para explorar los factores de SAM. De este modo, se combinó análisis factorial exploratorio y análisis de regresión con entrevistas semiestructuradas y análisis de plantillas.

Los resultados cuantitativos aportan seis factores de SAM y enfatizan que la “relajación”, la “socialización” y el “descubrimiento” contribuyen a la satisfacción del senderismo, mientras que el “reconocimiento” tiene efectos adversos. Al relacionar estos hallazgos con las experiencias de los excursionistas se destaca el significado recreativo asociado al senderismo y se brinda una discusión cualitativa profunda de los factores de SAM y el papel subordinado del “reconocimiento”.

La contribución de este artículo es una comprensión refinada de la SAM en el contexto de senderismo al enfatizar el significado recreativo del senderismo de montaña. De este modo, se suma un importante eslabón perdido a los estudios anteriores de turismo al aire libre y de ocio al mostrar la composición y dinámica especial de la SAM. Por último, los resultados respaldan la creación de productos turísticos hechos a la medida de las preferencias de los turistas.

This paper aims to present a human-in-the-loop natural teaching paradigm based on scene-motion cross-modal perception, which facilitates the manipulation intelligence and robot teleoperation.

The proposed natural teaching paradigm is used to telemanipulate a life-size humanoid robot in response to a complicated working scenario. First, a vision sensor is used to project mission scenes onto virtual reality glasses for human-in-the-loop reactions. Second, motion capture system is established to retarget eye-body synergic movements to a skeletal model. Third, real-time data transfer is realized through publish-subscribe messaging mechanism in robot operating system. Next, joint angles are computed through a fast mapping algorithm and sent to a slave controller through a serial port. Finally, visualization terminals render it convenient to make comparisons between two motion systems.

Experimentation in various industrial mission scenes, such as approaching flanges, shows the numerous advantages brought by natural teaching, including being real-time, high accuracy, repeatability and dexterity.

The proposed paradigm realizes the natural cross-modal combination of perception information and enhances the working capacity and flexibility of industrial robots, paving a new way for effective robot teaching and autonomous learning.

Although there has been a significant amount of research on Smart Tourism, the articles have not yet been combined into a thorough literature review that can examine research streams and the scope of future research. The purpose of this study is to examine the literature on the impact of deploying the Internet of Things (IoT) in tourism sector development to attract more visitors using a text mining technique and citation based bibliometric analysis for the first time.

This study uses R programming to do a full-text analysis of 36 publications on IoT in tourism and visualization of similarities viewer software to conduct a bibliometric citation analysis of 469 papers from the Scopus database. Aside from that, the documents were subjected to a longitudinal study using Excel and word frequency using a trending topic using the R-tool.

Results from the bibliometric study revealed the networks that exist in the literature of Tourism Management. With the use of log-likelihood, the findings from text mining identified nine theme models on the basis of relevancy, which is presented alongside an overview of the existing papers and a list of the primary authors with posterior probability using latent Dirichlet allocation.

This study examines tourism literature in which IoT plays a significant role. To the best of the authors’ knowledge, this study is the first to combine text mining with a bibliometric review. It significantly analyzes and discusses the impact of technology in the tourism sector development on attracting tourists while presenting the most important and frequently discussed topics and research in these writings. These findings provide researchers, tourism managers and technology professionals with a complete understanding of e-tourism and to provide smart devices to attract tourists.

Aunque ha habido un número importante de estudios sobre el turismo inteligente, todavía no se dispone de una revisión bibliográfica exhaustiva que permita examinar las corrientes de investigación y las sugerencias de investigación futuras. Este estudio examina la literatura sobre el impacto del Internet de las cosas en el desarrollo del sector turístico para atraer más visitantes utilizando una técnica de minería de textos y un análisis bibliométrico basado en citas.

Este estudio utiliza la programación R para hacer un análisis de texto completo de 36 publicaciones sobre IoT en el turismo y el software de visualización de similitudes (VOS) para realizar un análisis bibliométrico de citas de 469 documentos de la base de datos Scopus. Además, los documentos fueron sometidos a un estudio longitudinal mediante Excel y a la frecuencia de palabras mediante un tema de tendencia utilizando la herramienta R.

Los resultados del estudio bibliométrico revelaron las redes existentes en la literatura de la Gestión Turística. Con el uso de la log-verosimilitud, los resultados de la minería de textos identificaron nueve modelos temáticos sobre la base de la relevancia, que se presentan junto con una visión general de los documentos existentes y una lista de los autores principales con probabilidad posterior utilizando la asignación latente de dirichlets.

Este estudio examina la literatura sobre turismo en la que la IoT desempeña un papel importante. Este estudio es el primero que combina la minería de textos con una revisión bibliométrica. Analiza y discute de forma significativa el impacto de la tecnología en el desarrollo del sector turístico para atraer a los turistas, a la vez que presenta los temas e investigaciones más importantes y más frecuentemente discutidos en estos escritos. Estos resultados proporcionan a los investigadores, gestores turísticos y profesionales de la tecnología una comprensión integral del turismo electrónico y los dispositivos inteligentes para atraer a los turistas.

虽然已经有大量关于智慧旅游的研究, 但这些文章尚未整合成一个全面的文献综述, 可以检阅目前的研究流和未来研究的范畴。本研究首次使用文本挖掘技术和基于引文的文献计量分析, 来研究有关在旅游业发展中部署物联网对吸引更多游客的影响的文献。

本研究使用R编程对36篇关于旅游业物联网的文章进行全文分析, 并使用相似性可视化（VOS）查看器软件对Scopus数据库中的469篇论文进行文献计量引文分析。除此之外, 还利用Excel对这些文献进行了纵向研究, 并使用R工具对趋势主题进行了词频分析。

文献计量研究的结果揭示了旅游管理文献中现有的网络。通过使用对数似然, 文本挖掘的结果根据相关性确定了9个主题模型, 这些模型与现有论文的概述和主要作者名单在使用潜在狄里奇分配（LDA）的后验概率一起呈现。

本研究对旅游物联网相关文献进行了分析研究, 它首次将文本挖掘与文献计量学审查相结合。这项研究着重分析和讨论了技术在旅游行业发展中对吸引游客的影响, 同时介绍了这些文章中最重要和经常讨论的主题和研究。这些发现为研究人员、旅游管理者和技术专家提供了对科技与旅游的全面了解, 并提供关于智能设备来吸引游客的建议。

This study aims to analyze and compare the relationship between international trade in global value chains (GVC) and greenhouse gas (GHG) emissions for Brazil and China from 2000 to 2016.

The input-output method apply to multiregional tables from Eora-26 to decompose the GHG emissions of the Brazilian and Chinese productive structure.

The data reveals that Chinese production and consumption emissions are associated with power generation and energy-intensive industries, a significant concern among national and international policymakers. For Brazil, the largest territorial emissions captured by the metrics come from services and traditional industry, which reveals room for improving energy efficiency. The analysis sought to emphasize how the productive structure and dynamics of international trade have repercussions on the environmental dimension, to promote arguments that guide the execution of a more sustainable, productive and commercial development strategy and offer inputs to advance discussions on the attribution of climate responsibility.

The metrics did not capture emissions related to land use and deforestation, which are representative of Brazilian emissions.

Comparative analysis of emissions embodied in traditional sectoral trade flows and GVC, on backward and forward sides, for developing countries with the main economic regions of the world.