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This paper aims to classify tourist accommodation using data from Booking.com and TripAdvisor and analyse the extent to which the different segments identified differ in terms of being adults-only.

In total, 1,535 properties located in nine Spanish sun and beach destinations were examined using a latent class cluster analysis (LCCA). The bias-adjusted three-step approach was used to investigate the differences between belonging to adults-only accommodation or not among the identified clusters.

Results show that adults-only accommodation tends to belong to the cluster with higher online ratings. In small Spanish islands, adults-only hotels account for a large share (more than 25%) of hotels.

It was not possible to analyse whether the higher rating was due to the accommodation being better or due to the tourists being more satisfied with their stay.

In urban destinations, the model is not widely used. However, in coastal destinations, it is becoming more than a novelty or a new trend.

In small Spanish islands, people traveling with children are becoming a minority. Families may feel discriminated against and express dissatisfaction with this situation in the future.

This study covers the gap in the academic literature on this growing hotel segment.

Taking the customer-centric nature of integrated marketing communications (IMC), this article investigates the specific role of customer performance in IMC effectiveness in various size companies applying inter-country context.

The sample consists of the primary data from developed (Spain) and developing (Belarus) economies. A total of 540 manager respondents participated in the survey. The article uses structural equation modeling and multi-group analysis for analysis.

When taking into consideration, customer performance affects the IMC outcome on the market and financial performance. The customer performance role varies in firms of various sizes and small- and medium -sized enterprises (SMEs) operating both in developed and developing economies.

The research underlines the significant role of customer performance in IMC implementation, which stimulates further investigation on the topic. It also closes the gap in the IMC outcomes analysis in SMEs operating in developed and developing economies.

Customer evaluation plays a vital role in the IMC outcomes for market growth and financial returns. SMEs and larger companies implement IMC with different levels of effectiveness. SMEs with IMC implementation can gain an advantage over larger rivals and improve their market position. Moreover, the study generalizes the results by applying inter-country context.

This is a pioneering study of the complex IMC outcomes model under firms' size moderate conditions. The research applies an inter-country context.

The purpose of this paper is to extend existing research on stakeholder orientation (SO) on higher education institutions (HEIs) by segmenting Spanish public universities based on their perceived levels of SO and describing the profiles of the different segments identified. Given that being stakeholder-oriented, as well as being market-oriented, is a matter of degree and not an absolute condition, the authors expect to find heterogeneity among public universities in terms of their levels of SO.

The authors designed a mail survey that was e-mailed to all managers of Spanish public universities, resulting in 795 usable questionnaires. A latent segmentation methodology was used to define the segmentation and profiling of the individuals.

Through latent class segmentation analysis, two clusters were identified: high stakeholder-oriented universities (HSOs) and low stakeholder-oriented universities (LSOs). Interestingly, HSOs universities perceive themselves to have greater organisational complexity and a lower level of reputation than LSOs, but that they are more active in terms of resource acquisition. LSOs universities are larger than HSOs and have a superior ranking.

This study will help university managers by providing useful information that will enable them to be more sensitive to the wants and needs of their stakeholders. It will also assist policy-makers who wish to support strategic decisions to promote differentiation among public universities, avoiding the mimetic effect.

Latent class segmentation can be a very useful technique to segment public universities based on their SO. Wherever heterogeneity exists, the latent class analysis will facilitate identification of the clusters of public universities and the profile of these different clusters according to their level of SO (either responsive or proactive).

Higher education institutions (HEIs) offer courses and programmes focusing on sustainability in economics, as courses on sustainable development (SD), which examine the economic, social and environmental dimensions of SD. This paper aims to examine sustainability integration in economics degree programmes.

Through an extensive literature review in Web of Science (WoS) and information search in Google, conducting to 28 relevant case studies, this paper elucidates the emphasis given to sustainability as part of economics degree programmes in HEIs.

The results suggest that, whereas the inclusion of sustainability components in this field is a growing trend, much still needs to be done to ensure that matters related to SD are part of the routine of university students studying economics.

It is worth noting that the literature review conducted in WoS was primarily aimed at assisting in the selection of university case studies. The 28 university case studies scrutinised in this study may lack sufficient representation from numerous developing countries.

This study highlights challenges in integrating the SD into economics degree programmes, suggesting the need for curriculum adjustments as underscoring operational issues, acting as barriers. The inclusion of sustainability in economics programmes must navigate operational issues stemming from packed timetables and busy schedules, requiring innovative solutions.

As far as the authors are aware, this study holds substantial importance in its emphasis on implementing sustainability within HEIs’ economics programmes, assisting in pursuing SD.

The novelty of this study lies in addressing sustainability with the specific economics focus programmes within the HEIs context.

This study aims to understand the motivations behind using Airbnb as a collaborative housing platform brand, their impact on satisfaction and engagement, and how the latter affects brand electronic Word of Mouth (eWOM) and brand loyalty. It also analyzes the potential moderating effect of the use intensity of collaborative housing platforms for the proposed causal relationships.

An online survey was addressed to active users of Airbnb with a final sample of 405 users. Data were analyzed using a covariance-based structural equation modeling (SEM) to test the causal model and a multigroup SEM to test the moderator effect of the intensity of use.

The results show that convenience affects brand satisfaction and hedonic motivation influences brand engagement, and both affect return intention and eWOM. In contrast, sustainability motivations seem unrelated both with satisfaction and engagement. Furthermore, the mechanism by which people reach loyalty in terms of return intention varies according to their usage intensity. Thus, the engagement–intention way is stronger for more intensive brand users. In contrast, the satisfaction–intention mechanism is significantly stronger for those with more sporadic use.

The management of collaborative housing platforms should promote tools and actions that favor enjoyment and fun since they increase engagement. On the other hand, it should be interesting to communicate the idea of the convenience of the applications, such as availability for a great offer, ease of contracting, or saving time, since this type of motivation directly correlates with customer satisfaction.

The motivational and behavioral heterogeneity demonstrated in this research can make it easier for people to be reached through different communication strategies and arguments both by the collaborative housing platforms and by public agencies with interests in city tourism management.

The purpose of this paper is to compare the antecedents and consequences of two distinct types of virtual co-creation behaviours that require different degree of effort from the customer, i.e. customer participation (CPB), and customer citizenship (CCB) behaviour, in a cross-cultural study.

A survey was conducted among members of online panels in the UK and Spain, reaching a sample of 800 online individuals who participate in online co-creation processes with fashion retailers. This design allows us to test the cross-cultural effects. Multi-group structural equations modelling was used to analyse the data.

Virtual co-creation behaviours are driven by perceived ease-of-use of the co-creation platform, electronic word-of-mouth (e-WOM) quality and fashion involvement; however, the effects are different on CPB, affected by perceived ease-of-use more strongly, and on CCB, driven by e-WOM quality and fashion involvement more strongly. Higher level of co-creation increases satisfaction with co-creation, which mediates the effect on engagement and intention of future co-creation. The cross-cultural design reveals that most relationships hold in both countries, with the exception of the influence of fashion involvement on CPB, while some differences in the size of the effects appear between countries.

This study contributes to increasing our knowledge on online co-creation in several ways. First, the authors investigate, in the online environment, two co-creation behaviours, CPB and CCB, and compare their antecedents. This paper provides a cross-cultural validation of the relationships between CPB and CCB’s antecedents and consequences, identifying the different effects due to culture.

This study examines a cross section of the Spanish retailing branch on the adoption and use of Social Media tools, identifying users and nonusers and their impact on management experiences. The use of 2.0 technologies has also been analyzed based on company size.

An online survey among 90 Spanish retailers provides a number of interesting insights in the adoption rates, the facilitating and disruptive factors in the adoption process, the types of applications used by retailers, and their experiences from them. Prior to filling in the online questionnaires, the recipients were contacted by phone and were informed about the study. A Chi-square analysis has been carried out to contrast the suggested research questions.

Retailers using Social Media as part of their marketing strategy use most social applications for customer-related purposes and see clear benefits in improving customer relations, market communication, improving their after-sales services, and obtaining customer feedback and customer information. Although many differences do not exist between large, medium, and small companies, it is remarkable that large companies use social web tools as branding and small companies as customer service.

The main problem of this study has been the low recruitment of answers by retailers.

Customers are using such technologies in overwhelming numbers and a substantial part of the customer generated content in Social Media is about brands, businesses, and products. Having a good idea about the customer dialog online can provide businesses with very valuable information and help them understand market trends but also identify potential areas of danger and problems.

The adoption of Social Media tools is a topic much studied from demand perspective. Nevertheless, the application to business and, specifically, retailing sector is less analyzed. With this study we pretend to improve this research line from offer perspective.

The purpose of this paper is to study factors affecting the acceptance of social networking sites (SNS), analyze users' practices and behavior in these environments and assess the degree of acceptance of SNS in The Netherlands.

An extended technology acceptance model (TAM) was used to analyze the factors influencing the level of acceptance and use of SNS applying a structural equation modeling technique. Data were collected by means of an online national survey among Dutch SNS users.

Results support all hypotheses with positive relationships and influence between analyzed constructs; the only exception was the hypothesis on the relation between perceived risk and perceived usefulness.

The survey was conducted in The Netherlands. This research can be considered as the basis for a more extensive research, covering other geographical areas, that will produce results allowing more specific and accurate predictions regarding the acceptance of SNS as marketing management tools.

The findings reveal a number of issues that are important for companies eager to explore the potential of the SNS as a strategic tool and as a means of improvement of their managerial processes in the area of marketing strategy.

SNS are considered of great importance, both for individuals and businesses, since they support and expand existing social or business networks and allow the creation of new ones. The study underlines the importance of these networks as a communications and customer engagement channels.

The traditional TAM has been widely studied to analyze the adoption of new technologies. However, the adoption of SNS has been so far very little studied. The study provides new insights in this adoption process. Alongside this, the study added two personal variables of SNS users (i.e. trust and perceived risk), improving the traditional TAM approach.

This paper aims to examine the extent to which social media competence (SMC) determines exporting companies’ actual adoption of social media applications, which eventually might impact these firms’ performance. Quantitative study where data were collected through a web-based survey addressed to Spanish exporters. SEM is employed for testing the hypotheses. SMC has an influence on the firm’s actual use of these social media applications, which in turn has an impact on the firm’s performance. However, the intention to use social media applications mediates the relationship between the firm’s SMC and its social media usage.