Heterogeneous attitudes and behaviors in relation to participation in the ecotourism: Do customer segments play a role?

The potential of ecotourism is expanding year on year. Given the broad nature of the tourism market, it is necessary to identify smaller groups of individuals that have common traits. This study aims to explore if there are any segments of ecotourist based on attitude and behavior towards ecotourism, profiles the segments according to their sociodemographic characteristics, and analyzes the extent to which they differ by country of origin. The study used a sample of 809 ecotourists from Spain and Chile, while latent class cluster analysis was employed as the segmentation method. The ecotourists were divided into three segments (Basic ecotourists-ecotourists of thought-, Average ecotourists, and Conscientious and active ecotourists) and the bias-adjusted three-step methodology was used to examine the differences in the country of origin. In sum, the largest portion of tourists falls into the category of the average ecotourist segment, which lies between the two aforementioned segments and exhibits moderate attitudes and intentions to engage in ecotourism and pay a premium for it. This segment is more prevalent in Spain compared to Chile. This research adds to the body of knowledge on the marketing of ecotourism behavior by modeling the heterogeneity in the ecotourists' attitudes and behaviors. This study suggests that ecotourism organizations, whether they are accommodation providers, tourism operators, or companies that organize activities in nature, should be aware of the unique qualities of their customers, as well as their preferences, in order to create successful marketing strategies.

Omnichannel in the fashion industry: A qualitative analysis from a supply-side perspective.

Currently, many companies are abandoning multichannel and turning to a much more centralized model known as omnichannel, in order to gain a competitive advantage by integrating and optimizing different channels and thus the client has a unique experience. Within this context, the aim of this study is to analyse the omnichannel digital marketing strategies implemented by Spanish fashion and accessories companies in order to provide pleasant shopping experiences to their online consumers. To that end, a qualitative analysis has been carried out, specifically consisting of in-depth interviews conducted with marketing managers who implement digital strategies in their businesses to improve the online experience of consumers in an omnichannel context. From a practical perspective, this study can help inform companies' decision-making on how to best develop their consumers' omnichannel experience and, in consequence, improve consumers' behavioural responses such as personal participation, satisfaction and engagement with the firm.

¿Influyen el género y la edad en la lealtad del paciente? / Does patient loyalty depends on gender and age? / O gênero e a idade influenciam na lealdade do paciente? / Le genre et l'âge influencent-ils la fidélité du patient?

Resumen Objetivo: El presente trabajo busca analizar empíricamente el comportamiento de lealtad del paciente a un centro sanitario, según sus características demográficas: género y edad. Materiales y métodos: Partiendo de datos secundarios públicos (aplicativo COMPAS) sobre las asistencias a pacientes de la Comunidad Valenciana en 2012, se analizan y comparan variables estratégicas de lealtad comportamental mediante un análisis confirmatorio. Resultados: Los análisis de varianza ilustran la no existencia de diferencias significativas en género. Respecto a la edad, destaca una mayor captación, retención y deserción en el colectivo de edad pediátrica. Conclusiones: Desde una óptica estratégica, y máxime en un marco de financiación capitativa, estos resultados adquieren un especial interés para gestores e investigadores del servicio sanitario, confirmando la dependencia de la lealtad del paciente de variables demográficas como la edad.

Abstract Objective: To conceptualize and empirically analyse patient loyalty behaviour to a hospital, according to patient's demographic characteristics: gender and age. Materials and methods: Hospitalization and outpatient surgery records from patients of Valencia, Spain Region during 2012 (more than one million of records from an internal database from Health Council named COMPAS) are considered as secondary data for empirical research. They are analysed considering loyalty measures (capture, retention and dropout rates). Results: The variance analysis show there are not meaningful differences in gender. Regarding age, results show increased recruitment, retention and dropout rates in the lower age group (paediatrics). Conclusions: From a strategic perspective, on a pay per person system, these results become useful to health managers and researchers, confirming differences in patient loyalty depending on age.

Resumo Objetivo: O presente trabalho procura analisar empiricamente o comportamento da lealdade do paciente para um centro de saúde, de acordo com suas características demográficas: gênero e idade. Materiais e métodos: Com base em dados secundários públicos (aplicação COMPAS), a assistência aos pacientes da Comunidade Valenciana em 2012, analisamos e comparamos variáveis estratégicas de lealdade comportamental através de uma análise confirmatória. Resultados: A análise de variãncia ilustra a ausencia de diferenças significativas de gênero. Em relação a idade, enfatiza uma maior absorção, retenção e deserção no grupo da idade pediátrica. Conclusões: A partir de uma perspectiva estratégica, e especialmente em um campo de financiamento capitativo, esses resultados adquirem um interesse especial para gerentes e pesquisadores do serviço de saúde, confirmando a dependencia da lealdade dos pacientes em variáveis demográficas, como idade.

Résumé Objectif: Ce travail vise a analyser empiriquement le comportement de fidélité du patient a un centre de santé, en fonction des caractéristiques démographiques du genre et de l'age. Matéríaux et méthode: Sur la base de données secondaires publiques (application COMPAS) sur les soins dispensés aux patients de la Communauté Valencienne en 2012, des variables stratégiques de fidélité comportementale sont analysées et comparées au moyen d'une analyse confirmatoire. Résultats: L'analyse de variance illustre l'absence de différences significatives entre les genres. En ce qui concerne l'age, il se détache une plus grande captation, rétention et désertion dans le groupe d'age pédiatrique. Conclusions: D'un point de vue stratégique, et particulierement dans un cadre de financement par capitation, ces résultats acquierent un intéret particulier pour les gestionnaires et les chercheurs des services de santé, confirmant la dépendance de la fidélité du patient de variables démographiques telles que l'age.

Analyzing the User Behavior toward Electronic Commerce Stimuli.

Based on the Stimulus-Organism-Response paradigm this research analyzes the main differences between the effects of two types of web technologies: Verbal web technology (i.e., navigational structure as utilitarian stimulus) versus non-verbal web technology (music and presentation of products as hedonic stimuli). Specific webmosphere stimuli have not been examined yet as separate variables and their impact on internal and behavioral responses seems unknown. Therefore, the objective of this research consists in analyzing the impact of these web technologies -which constitute the web atmosphere or webmosphere of a website- on shopping human behavior (i.e., users' internal states -affective, cognitive, and satisfaction- and behavioral responses - approach responses, and real shopping outcomes-) within the retail online store created by computer, taking into account some mediator variables (i.e., involvement, atmospheric responsiveness, and perceived risk). A 2 ("free" versus "hierarchical" navigational structure) × 2 ("on" versus "off" music) × 2 ("moving" versus "static" images) between-subjects computer experimental design is used to test empirically this research. In addition, an integrated methodology was developed allowing the simulation, tracking and recording of virtual user behavior within an online shopping environment. As main conclusion, this study suggests that the positive responses of online consumers might increase when they are allowed to freely navigate the online stores and their experience is enriched by animate gifts and music background. The effect caused by mediator variables modifies relatively the final shopping human behavior.

Are the users of social networking sites homogeneous? A cross-cultural study.

The growing use of Social Networking Sites (SNS) around the world has made it necessary to understand individuals' behaviors within these sites according to different cultures. Based on a comparative study between two different European countries (The Netherlands versus Spain), a comparison of typologies of networked Internet users has been obtained through a latent segmentation approach. These typologies are based on the frequency with which users perform different activities, their socio-demographic variables, and experience in social networking and interaction patterns. The findings show new insights regarding international segmentation in order to analyse SNS user behaviors in both countries. These results are relevant for marketing strategists eager to use the communication potential of networked individuals and for marketers willing to explore the potential of online networking as a low cost and a highly efficient alternative to traditional networking approaches. For most businesses, expert users could be valuable opinion leaders and potential brand influencers.

Classifying and profiling Social Networking Site users: a latent segmentation approach.

Social Networking Sites (SNSs) have showed an exponential growth in the last years. The first step for an efficient use of SNSs stems from an understanding of the individuals' behaviors within these sites. In this research, we have obtained a typology of SNS users through a latent segmentation approach, based on the frequency by which users perform different activities within the SNSs, sociodemographic variables, experience in SNSs, and dimensions related to their interaction patterns. Four different segments have been obtained. The "introvert" and "novel" users are the more occasional. They utilize SNSs mainly to communicate with friends, although "introverts" are more passive users. The "versatile" user performs different activities, although occasionally. Finally, the "expert-communicator" performs a greater variety of activities with a higher frequency. They tend to perform some marketing-related activities such as commenting on ads or gathering information about products and brands as well as commenting ads. The companies can take advantage of these segmentation schemes in different ways: first, by tracking and monitoring information interchange between users regarding their products and brands. Second, they should match the SNS users' profiles with their market targets to use SNSs as marketing tools. Finally, for most business, the expert users could be interesting opinion leaders and potential brand influencers.