Miguel Ángel Rodríguez Molina

The moderating role of past experience in the formation of a tourist destination's image and in tourists’ behavioural intentions

The aim of this work is to understand the moderating effects of tourists’ prior experiences of a given destination on the process of image formation (in both its cognitive and affective dimensions) for that destination and on the influence that the image – together with the tourists satisfaction – has on their loyalty-driven behaviours as expressed in the intention to recommend. To achieve this aim, a sample of 512 tourists was used and a multi-group analysis performed, distinguishing between first-time and repeat visitors. The findings reveal that experience has a moderating effect on the formation of the cognitive image and on the influence of the tourists satisfaction on the overall image of the tourist destination. These findings have significant management implications in the context of helping to create and appropriately manage the image of a tourist destination.

Impact of Market Orientation and ICT on the Performance of Rural Smaller Service Enterprises

Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises based in rural locations. A model is proposed and validated for the rural tourism sector that encompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the businesss financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur. ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.

The perceived value of the rural tourism stay and its effect on rural tourist behaviour

Rural tourism (RT) constitutes a valuable tool for the sustainable development of rural areas. This paper explores issues of tourist motivation in RT and develops a specially tailored perceived value (PV) scale for the RT sector. Special attention is given to links between tourists’ motivations, perceived values, and the service and actions by RT providers leading to the sustainability of rural life, culture, economies and environment. Following a literature review, qualitative and quantitative surveys developed a 27-item scale, exploring both the functional and the affective components of the scale. Seven research hypotheses were then tested by quantitative survey work. It was proven that the activities undertaken by the rural enterprise leading to greater rural sustainability are reflected in the PV scale through higher levels of satisfaction and loyalty of the rural tourists. The results of the study reveal that the RT sector has specific characteristics that tourists greatly value and that other specialist tourist markets cannot offer, as highlighted in the contribution made by RT enterprises to rural sustainability. This knowledge can help tailor product development and destination design to suit specific demands and influence communication and promotional activities.

Validation of cognitive image dimensions for rural tourist destinations A contribution to the management of rural tourist destinations

The aim of this study is to identify and validate the dimensions involved in the formation of the cognitive image of a rural tourist destination. The development of a positive tourist destination image has a significant motivating effect on consumer behaviours, such as satisfaction and loyalty, and represents a valuable instrument for the advancement of rural tourism. Given that effectively creating and managing a rural tourist destination image require knowledge of the factors that rural tourists value, this study sets out to identify and validate the dimensions of a cognitive rural tourist destination image. These are found to be the characteristics of the rural tourist destination, the characteristics of the service offer, the cultural offer, the nature-based activities offer and the offer of local products and gastronomy. This application has implications for entrepreneurial activities and decision making, and for public bodies working in rural tourism.

Value co-creation via information and communications technology

The aims of the present work centre on determining whether co-created value constitutes a competitive advantage for firms, and whether it is capable of influencing consumer behaviour. Applying the service-dominant logic perspective, the work examines the firms capabilities in the context of its business-to-customer (B2C) interactions, focusing on information and communications technology (ICT) as a particular driver of value co-creation. Taking this B2C perspective, ICT is measured, from the firms point of view, and customer perceptions are analysed, using the variables ‘value co-creation’, ‘perceived value’ and ‘loyalty’. The sample consists of 100 service firms and 572 of their customers. The findings indicate that ICT capabilities have a direct effect on value co-creation, as does value co-creation on perceived value and loyalty.

Impact of Customer Orientation and ICT Use on the Perceived Performance of Rural Tourism Enterprises

ABSTRACT This article sets out to highlight the importance of adopting customer orientation and information and communications technology (ICT) in tourism service delivery if the rural tourism sector is to succeed. A model is proposed and validated which encompasses the effects of customer orientation adoption and the use of ICT on the rural tourism sector, taking into account the enterprises’ financial results, improvements to the rural destination, and the more personal, intangible impact on the owner-manager. The major contributions of this work are in finding that customer orientation adoption that contributes to ICT use, and that both ICT use and customer orientation adoption contribute to better outcomes from rural tourism activity.ABSTRACT This article sets out to highlight the importance of adopting customer orientation and information and communications technology (ICT) in tourism service delivery if the rural tourism sector is to succeed. A model is proposed and validated which encompasses the effects of customer orientation adoption and the use of ICT on the rural tourism sector, taking into account the enterprises’ financial results, improvements to the rural destination, and the more personal, intangible impact on the owner-manager. The major contributions of this work are in finding that customer orientation adoption that contributes to ICT use, and that both ICT use and customer orientation adoption contribute to better outcomes from rural tourism activity.

Market Orientation as a Strategy for the Rural Tourism Sector: Its Effect on Tourist Behavior and the Performance of Enterprises

The aim of the present work is to ascertain the importance of market orientation as a business strategy within the rural tourism sector. To this end, we took a business-to-customer (B2C) perspective. First, the adoption of market orientation was measured from the firm’s point of view. Second, tourist perceptions were analyzed using two variables, perceived value and behavioral intentions. The sample consisted of 100 rural tourism enterprises and 572 of their customers. The findings reveal that the market orientation undertaken by the firm has a direct effect on its outcomes (its financial results, the improvements to the rural destination, and the more personal, intangible impact on the owner-manager) and on perceived value; and that perceived value has a direct effect on consumers’ behavioral intentions toward the firm.The aim of the present work is to ascertain the importance of market orientation as a business strategy within the rural tourism sector. To this end, we took a business-to-customer (B2C) perspective. First, the adoption of market orientation was measured from the firm’s point of view. Second, tourist perceptions were analyzed using two variables, perceived value and behavioral intentions. The sample consisted of 100 rural tourism enterprises and 572 of their customers. The findings reveal that the market orientation undertaken by the firm has a direct effect on its outcomes (its financial results, the improvements to the rural destination, and the more personal, intangible impact on the owner-manager) and on perceived value; and that perceived value has a direct effect on consumers’ behavioral intentions toward the firm.

La modelización de la imagen de ciudad desde la perspectiva de los líderes de opinión externos

In strategic city planning a starting point is an evaluation of the image of the city from diverse viewpoints. Th e concept of city image is multidimensional and it is not limited solely to urbanistic features since it includes other dimensions. Th e objective of this article is to identify the dimensions that opinion leaders use in the formulation of this image. To achieve this, fi eldwork was conducted in which selected opinion leaders were asked to value a range of questions relating to the city. Having validated the measurement scales, a theoretical model is constructed to understand how city images are formed. Th e interpretation and consequences derived from this model complement the diagnostic and lead to actions to undertake to improve a citys image

The effects of perceived value on loyalty: the moderating effect of market orientation adoption

This paper aims to identify the moderating effect of service firms’ adoption of market orientation on key variables of consumer behavior, namely perceived value and loyalty. The study took a business-to-customer perspective. First, the adoption of market orientation was measured, from the firm’s point of view. Second, customer perceptions were analyzed, using the two variables perceived value and loyalty. The sample comprised 100 service firms and 572 of their customers. The present work provides original insights, identifying that the effect of perceived value on loyalty depends on other variables external to the consumer, such as the market orientation approach.

The Effect of Value-Creation on Consumer-Based Destination Brand Equity:

The present work examines the competitive strategies of tourist destinations and proposes that value-creation among tourists during their entire experience of a destination (before, during, and after their stay) is an antecedent of increased destination brand equity. This value-creation is conceptualized and measured from the service-dominant logic perspective. The research objective is achieved by (a) identifying the dimensions of customer-based destination brand equity and tourist value-creation; (b) validating the scales generated for the measurement of both variables; and (c) proposing a model that captures the antecedent effect of value-creation on customer-based destination brand equity. The findings reveal that value-creation is an antecedent by which the customer perceives greater destination brand equity. The results of the study make a contribution to the specialized literature on tourism and service-dominant logic and offer interesting implications for the professional domain.The present work examines the competitive strategies of tourist destinations and proposes that value-creation among tourists during their entire experience of a destination (before, during, and after their stay) is an antecedent of increased destination brand equity. This value-creation is conceptualized and measured from the service-dominant logic perspective. The research objective is achieved by (a) identifying the dimensions of customer-based destination brand equity and tourist value-creation; (b) validating the scales generated for the measurement of both variables; and (c) proposing a model that captures the antecedent effect of value-creation on customer-based destination brand equity. The findings reveal that value-creation is an antecedent by which the customer perceives greater destination brand equity. The results of the study make a contribution to the specialized literature on tourism and service-dominant logic and offer interesting implications for the professional domain.