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Developing an effective destination branding strategy in places that have a negative image is still a difficult challenge to overcome for place marketers. Therefore, the purpose of this paper is to analyze how developing and promoting a new cuisine can transform a negative destination image into a positive one. The main premise is that food can be an effective way of rebranding a destination.

The research method used for this exploratory study was the qualitative content analysis of 50 articles from newspapers and magazines in English and websites from the Mexican tourism boards websites.

The results of the qualitative content analysis showed that local chefs (who are proud of their city and aim to promote their cuisine through the use of local products and the organization of food events) are fundamental for the development of a new and successful cuisine able to change the negative image of a destination.

The paper provides an innovative approach to destination image restoration by analyzing local gastronomy as an important means to offset the negative media projection of a damaged destination image.

The manufacturing transnational corporations (TNC) subsidiaries established in Mexico are playing a priority role within the labor markets in the Mexican economy, not only because of their participation in exports, generation of foreign exchange and employment in Mexico, but also because they are in command of a process of deep economic change.

Although the impact TNC subsidiaries have on the local configuration of productive networks, business capacities and links with different sectors has not been studied well enough in Mexico, it is nevertheless widely criticized. In other words, TNC subsidiaries undoubtedly have a positive impact on different areas, such as employment, generating foreign exchange, technological and organizational capacities and labor skills, but it is based on a learning that takes place within the affiliated plants themselves and in intra-firm relations. In spite of government and private efforts, their local spill over effects on Mexican companies is still very weak.

The purpose of this study is to identify the impact foreign TNC subsidiaries located in Mexico have on the development of local suppliers. The methodology is based on the application of three different types of questionnaires: one addressed to television TNC assembly plant workers in Tijuana, another to local suppliers, both foreign and national, and a third questionnaire geared to decision-makers and local business associations. We also considered results from other studies and analyzed different sources of information. The questionnaires were applied in Tijuana throughout January 2001.

The results of the study shows that there is an important industrial agglomeration in Tijuana and several institutions support this environment of clustering. Nevertheless, there are major disadvantages for increased local productive capabilities, but still room for Mexican suppliers and for public and private policy.

The purpose of this study is to find out the factors that influence dental travelers’ revisit intention (RI) to Tijuana, Mexico.

Based on the push and pull model, five constructs were included: quality service, price, supporting services, cultural proximity and quality information. The information was obtained by applying an online survey to a sample of 384 dental tourists in Tijuana, Mexico, who were repeat patients of a dental clinic in Tijuana after the COVID-19 pandemic. Exploratory factor analysis, average variance explained and composite reliability were conducted to ensure the validity of each construct. Multiple regression analysis was done to identify predictors of travelers’ RI.

The results obtained show that cultural proximity, quality service, price and supporting services influenced the travelers’ revisit behavior after the COVID-19 pandemic lockdowns.

This study contributes to the body of knowledge on travel behavior in dental tourism after the COVID-19 pandemic lockdowns, which has been scarcely studied. Also, RI was analyzed, focusing on repeated travelers to propose a model mainly for borders or frontiers where developed and developing countries co-exist and interact.

Elaborates on the diversity of the people movement between the USA and Mexico and the effect on goods and resources for the two, particularly regarding HIV/AIDS collaboration. Makes observations about the US/Mexico political‐organizational field, such as the governmental, service, activist, academic and religious. Spotlights San Diego – Tijuana as binational fields which prove a sound example of what can be achieved at local and federal levels – for the benefit of both communities. Concludes with policy recommendations for effective binational collaboration on the US and Mexican sides, with the USA providing more funds for the Mexican side of the border.

This chapter is focused in a methodological frame to study the practices of entrepreneurial agents and the startups in nontechnological sectors in the middle-income countries. The startup of ideas involves three phases that comprise the first life cycle of a possible company considering too sociocultural aspects as external factors implied in the creation, prototype, and entry to markets. In Latin America, the type of risks experienced by companies in their early stages of life and incubation are not known in a timely manner. The lack of information on entrepreneurship and its agents in countries such as Mexico also inhibits visualization of heterogeneity of contexts to business development, and how some regions are more propensity to boost startups than others, in different sectorial and branches of knowledge. Mexico like rest countries in Latin America has a high percentage of SMEs focused in sectors that are innovative but not are participating in the last technological waves. For this reason, it is necessary to know how these agents prepare, manage, and apply entrepreneurship in accordance with institutional, technological, and sociocultural dispositions to structure their experiences and make more vigorous the territorial entrepreneurial. Small and medium businesses are building new paths taking advantage of territorial and cultural opportunities. Applying the framework proposed in the last part of this chapter is presented a case of study of an entrepreneur oriented to craft brewer production in Tijuana, Mexico.

The authors identify the theoretical constructions measuring the intentions to pursue succession as well as the socioemotional wealth theoretical framework, and the authors propose an objective of testing the relationships existing between them so as their importance giving evidence of their relevance.

It is a research with a positivist philosophical position measuring in a quantitative way with a deductive and structured approach applied to 98 CEO owners of Mexican companies, using nonparametric methodologies the authors simulated subsamples with structural equation modeling in SmartPLS 3.3.2, the metrics on the model are described as a functionalist paradigm.

Directors' attitudes paired up with the intentions of succession are significantly related to the socioemotional aspect of the family business; although the theory proposes three aspects to measure these intentions, the social norm in this research has not been strong enough to be a predictor as an influence on the company's socioemotional wealth.

The authors found this a valuable paper for the complement of theory focused on purely manifesting aspects in family companies, because they identified theoretical and empirical relationships opening up guidelines for new research in socioemotional aspects in accordance with the entrepreneurs attitudes to achieve succession, the differentiation lies in measuring psychological aspects of the director's behavior toward succession and not to the succession per se as done in most research; also, the methodology of data analysis facilitates the reader to easily recognize the relationships between the proposed theoretical constructions, showing the detailed metrics development by researchers in the family business field.

In Mexico, wine tourism has become a relevant issue in the past 20 years. Research in this region is in a nascent stage and largely focused on the supply side. Nevertheless, consumer behavior research on wine tourists of the region is needed to improve the wine region positioning. Therefore, the purpose of this paper is to find out the predictors for revisit intention (RI) to the Valle de Guadalupe wine route.

The information was obtained by applying an exit poll survey to a sample of 422 wine tourists at the micro, small and medium wineries in Ensenada, Mexico. The spatial-temporal model was used to predict the wine tourist RI. Three dimensions were used: pre-visit, in situ experience and travel to/from. Multiple linear regressions were carried out to assess the relation between the three dimensions and RI.

The results obtained show that the pre-visit and in situ dimensions have an effect on RI to the wine route.

The generalization of the results may be limited due to fact that only the repeated visitors of the autumn season are included; therefore, it is not applicable to summer (high season of wine tourism) and first-time visitors.

The results provide implications for the owners of the micro, small and medium wineries seeking to improve the experience and increasing the tourist RI to the wine route.

The theoretical added value of this paper is its contribution to the body of knowledge about the wine tourism spatial-temporal model, evaluating the complete wine tourism experience to predict RI.

The impact of event quality on expenditure and visitors’ loyalty has been an issue seldom analyzed by festival literature. These same incidental relations were not assessed from a temporary perspective in the case of recurrent cultural events. This paper aims to explore these causal relationships and to report on the moderation effect of the temporary inquiry on the editions of the festival.

Nine hypotheses were examined through squares SEM techniques, and the model validation was carried out by assessing the measurement and structural model. In addition, a multi-group analysis was performed to test the temporary moderation effect. Finally, a survey was applied during three successive editions (2013 = 164 cases, 2014 = 154 cases, 2015 = 128 cases).

The local and ephemeral nature of the festival favors immediate consumption, and the budget share increase among categories passes through diversification to stimulate purchases. In this particular context, the moderation induced by the sequence of editions had a conclusive impact on the analyzed relationships, generating the need to focus on the temporary variability to understand and operate the recurrent events.

The strengthening of the festival went through a stage where it opened to other segments of visitors despite the dominant opinion to preserve the local character of the event. In addition, this study clarifies that a retrospective analysis of previous editions, when compared to the stationarity perspective of the festival, allows a better understanding of the required upgrading to preserve visitor loyalty.

El impacto de la calidad del evento en el gasto y la lealtad de los visitantes ha sido un tema pocas veces analizado por la literatura de los festivales. Estas mismas relaciones incidentales no fueron valoradas desde una perspectiva temporal en el caso de eventos culturales recurrentes. El artículo explora estas relaciones causales e informa sobre el efecto moderador de la investigación longitudinal de las ediciones del festival.

Se examinaron nueve hipótesis a través de técnicas de cuadrados MES, y la validación se llevó a cabo mediante la evaluación del modelo estructural y de medición. Además, se realizó un análisis multigrupo para probar el efecto de moderación longitudinal. Los datos analizados provienen de encuestas aplicadas durante tres ediciones sucesivas (2013 = 164 casos, 2014 = 154 casos, 2015 = 128 casos).

El carácter local y efímero del evento favorece el consumo inmediato, y el aumento de la participación en el gasto entre categorías pasa por la diversificación que permite estimular la compra. En este contexto particular, la moderación inducida por la secuencia de ediciones incidió contundentemente en las relaciones analizadas, generando la necesidad de prestar atención a los cambios temporales para comprender y operar los eventos recurrentes.

El fortalecimiento del festival pasó por una etapa donde se abrió a otros segmentos de visitantes a pesar de la opinión dominante de preservar el carácter local del evento. Además, este estudio aclara que un análisis retrospectivo de ediciones anteriores, en comparación con la perspectiva de la estacionariedad del evento, permite gestionar la actualización necesaria que permite preservar la lealtad del visitante.

Happiness at work is a critical element of workers' performance; in this sense, it is necessary to analyse the conditions that increase employees' subjective well-being. Therefore, the purpose of this paper was to determine the relationship between the autonomy provided to employees and the support of top management on happiness at work.

This research was quantitative, non-experimental and cross-sectional in design. The data collection instrument was a questionnaire based on validated instruments in their respective fields. This instrument was applied to a sample of 603 workers from companies in different sectors of the north-western border of Mexico. For the validity of the measurement construct, exploratory factor analysis was carried out using the principal components method; Cronbach’s alpha tests were applied to assess the reliability of the instrument and to determine the relationship of the variables in this study, the multiple linear regression techniques were used using the least-squares method.

The results suggest that autonomy and support positively and statistically significantly influence the levels of happiness manifested in the workforce. It concludes with the importance of valuing practical organisational governance actions to increase happiness in the workforce.

In this research, the study of happiness is limited to a non-probabilistic sample. Employees from the northwest border of Mexico were surveyed, so the results cannot be generalised to all territories. In addition, the research explains happiness at work based on only two variables of organisational behaviour. A thorough analysis of this behaviour is recommended through new research methods and techniques and the adoption of integrative models.

The results of this study facilitate decision-making by the top managers of the company, especially about the promotion of actions of best business practices that create a harmonious state among its workers and that finally allow the company an improvement in their performance.

This study facilitates the understanding of happiness in workers from the actions of senior managers, so it can be used in the justification of programs for the development and retention of human talent.

This study was based on a systematic review of the existing bibliography in the leading scientific repositories such as WOS and Scopus. It was found that in the study of happiness at work, just under 400 documents were found under the terms associated with Happiness Business. Therefore, the importance of contributing to the construction of theory on the subject is highlighted by studying new predictors in various contexts and territories.

The aim of this study was to find out the factors that influenced customers' continuance usage intention of food delivery apps (FDAs) during COVID-19 quarantine.

The information was obtained by applying an online survey to a sample of 295 residents in Tijuana, Mexico, who were repeat customers of the FDAs during COVID-19 quarantine. Exploratory factor analysis (EFA), the average variance explained (AVE) and composite reliability (CR) were conducted to ensure the validity of each construct. Multiple regression analysis was done to identify predictors of customers' continuance usage intention.

Based on the Unified Theory of Acceptance and Use of Technology 2 (UTAUT-2), four constructs were included: effort expectancy, performance expectancy, food and beverage quality and price saving orientation. Multiple linear regressions were carried out to assess the relationship between the four dimensions and customers' continuance usage intention of FDAs. The results obtained show that effort expectancy, performance expectancy and price saving orientation influenced the customers' continuous usage behavior.

This study contributes to the body of knowledge on consumer behavior on the continuance usage intention of FDAs during the COVID-19 pandemic, which has been scarcely studied. Also, the food and beverage quality construct was proposed, and the price value construct from the UTAUT-2 theory was adapted to price saving orientation.