Open Access
Why do guests stay at Airbnb versus hotels?: an empirical analysis of necessary and sufficient conditions
(Elsevier, 2023) Sánchez-Franco, Manuel J.; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
Our study explores the differences in necessary and sufficient conditions for producing (dis)satisfactory guest experiences between Airbnb and hotels, intending to develop competitive strategies for the hospitality industry. Using advanced Natural Language Processing techniques, we analysed user-generated content from both platforms in the Andalusian market, utilising Contextualised Topic Modelling and Necessary Condition Analysis to identify the main topics and relationships that impact guests' experiences. We also employed XGBoost to assess sufficient conditions for customer satisfaction, providing insights that can enhance the quality of lodging stays and improve marketing strategies. Overall, our findings show that both types of accommodation share similar necessary conditions for (dis)satisfaction, but differ in the order of importance. Proximity to tourist attractions and staff recommendations are important for Airbnb guest satisfaction, while hotel guests prioritise facilities and staff professionalism. Both types of accommodation share similar themes that contribute to guest dissatisfaction, including noise complaints, value for money, and staff professionalism. Airbnb offers unique and personalised experiences, while hotels prioritise efficient and appropriate interactions between staff and guests. Identifying and prioritising factors influencing guest satisfaction and dissatisfaction is essential for remaining competitive in the hospitality sector. To sum up, our research contributes significantly to the literature on hospitality services, with methodological implications for future studies.
Open Access
Co-designing doctoral programs to enhance postgraduate students' employability: insights from industry stakeholders
(Emerald, 2023) Pérez García, Raquel María; Erro Garcés, Amaya; Aramendia Muneta, María Elena; López Peláez, Antonio; Gestión de Empresas; Enpresen Kudeaketa
Purpose: Doctoral programs play a crucial role in promoting innovation and technology transfer in universities. To design these programs effectively and with a co-design perspective, it is essential to consider all stakeholders involved in the process, including teachers, students and employers. The main objective of this study is to enhance postgraduate programs to improve students' employability. Design/methodology/approach: This empirical study was conducted over a three-year period and employed semi-structured interviews as its primary research methodology. In the first phase, 21 in-depth semi-structured interviews were conducted with managers from various sectors. The second phase involved 20 interviews, and the final phase of the study included 18 interviews with the same managers from previous phases. Findings: The study's main results revealed that the international networks, language proficiency and analytical skills of doctoral students were highly valued by employers. The main findings come from companies with doctoral students. Therefore, the skills were identified during the learning experience of the PhD graduates in the companies. Practical implications: The study's results can guide improvements in postgraduate program curricula and design to enhance students' employability. Originality/value: This research presents a novel approach to its findings. On the one hand, the study's conclusions may provide valuable insights for business agents, encouraging them to hire PhD students. On the other hand, it aims to drive necessary changes that promote more PhD students' focus on non-academic careers, creating significant value for research and innovation in the private sector.
Open Access
The influence of ethnocentricity in purchase behavior and ethnocentric attitudes
(North American Business Press, 2016) Aramendia Muneta, María Elena; Reardon, James; Gestión de Empresas; Enpresen Kudeaketa
This research examines the effect of Consumer Ethnocentricity (CE) under conditions of persistent financial crisis. The conceptual underpinnings of CE imply that consumers, at least some, respond to foreign goods negatively based on the idea of preserving the domestic economy. Thus, it would logically follow that when the economy is in recession or crisis, this phenomenon might be exaggerated. Spain is one of the areas most affected by the global economic crisis, and within this country, young students have been among the hardest hit. There are four hypotheses: H1a: Ethnocentric attitudes of consumers have a positive effect on Domestic Purchase Behavior; H1b: Ethnocentric attitudes of consumers have a negative effect on Foreign Purchase Behavior; H2: National Identification has a positive effect on Ethnocentricity; H3: Cosmopolitanism has a negative effect on Ethnocentricity. Hypotheses H1a, H1b, and H2 are supported while H3 is not supported.
Open Access
An overview of the main innovations in e-marketing
(Emerald, 2012) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This chapter summarizes through the use of concept maps (CM), the main innovations in online marketing that have an influence on the tourism industry. The main innovations are broken down into two principal areas, namely, customers and new ways of communication: customers, who create communities and influence other members drawing from their experiences; new ways of communication made explicit though e-Advertising or web sites. Consumers also have the power to generate independent means of network persuasion not controlled directly by firms themselves.
Open Access
Perceived health and earnings: evidence from the European working conditions survey 2015
(MDPI, 2022) Erro Garcés, Amaya; Aramendia Muneta, María Elena; Errea Rodríguez, María; Cabasés Hita, Juan Manuel; Institute for Advanced Research in Business and Economics - INARBE
This paper aims to analyse the relationship between perceived health and earnings across Europe. Empirical analysis is based on the last published round from the European Working Conditions Survey (N = 43,850) and offers updated evidence on the effect of earnings on perceived health in 35 countries. The main findings show a positive and significant relationship between earnings and health, which is consistent with the existing literature. Moreover, health seems to be U-shaped relative to earnings. On the other hand, age is negatively related to health, which is consistent with previous research. This paper shows the health differences between countries, where cultural, geographic, and economic differences imply health inequalities across countries. From a practical perspective, understanding the dynamics of perceived health and earnings’ processes can contribute to health policy.
Open Access
Poverty, social work, and social intervention: decent work as a strategy to overcome poverty after the Covid-19
(Taylor and Francis Group, 2023) López Peláez, Antonio; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Social workers worldwide must be concerned about how to overcome poverty after the COVID-19. The 61st Session of United Nations Commission for Social Development has highlighted decent work as a priority for social workers and social welfare practitioners after de COVID-19. Decent work is a key strategy to overcome poverty in the post-pandemic time. A systematic review of the literature revealed 225 articles from 2020 on this topic. The descriptors were social work, decent work, good work, decent job, good job, decent employment, and good employment. The results obtained allow us to establish some recommendations to address poverty from the perspective of social work, designing intervention strategies to overcome inequalities.
Open Access
From reviews to reality: tourist perceptions of sustainability in the top 15 global sustainable hotels
(Taylor & Francis, 2025-05-20) Boneta-Ruiz, Ainhoa; Aramendia Muneta, María Elena; Gómez Cámara, Irene; Gestión de Empresas; Enpresen Kudeaketa
This study assesses tourists' perceptions of sustainability in hotels labelled as 'sustainable' by analysing 10,361 TripAdvisor online travel reviews. The goal is to address gaps in sustainable tourism literature and understand tourists' perspectives. Content analysis is applied to reviews from 15 of the world's most sustainable hotels on TripAdvisor. Analysing keywords aims to understand tourists' perceptions, emphasising the significance of online reviews and utilising rigorous Big Data analytics. Despite sustainability branding, tourists often overlook sustainable aspects in their reviews, revealing incongruity between industry perceptions and consumer awareness which emphasises the need for tailored marketing and management strategies. This study contributes to the existing literature by examining the tangible perception of sustainability in online reviews. It highlights a potential gap in tourists' understanding of sustainability and their ability to recognise its value. Additionally, it underscores the industry's insufficient emphasis on marketing strategies to effectively communicate hotels' sustainability features. The findings encourage sustainable hotels to adopt robust digital marketing strategies to enhance global visibility and promote their environmental initiatives. Ultimately, the study emphasises the critical role of marketing in shaping tourists' perceptions of sustainability.
Open Access
Perception of technology use, online safety, and advertising among minors
(IGI Global, 2025) Gutiérrez Jauregi, Alaitz; Aramendia Muneta, María Elena; Alarcón López, Rocío; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
The spread of communication technology has transformed socialization, with Spain consistently exceeding the European average in internet access¿Navarra notably leads in connectivity. However, excessive internet use, particularly among youth, poses challenges. Responsibility for minors' tech use extends beyond parents to society and institutions. This study uses quantitative research on a representative sample of minors, analysing both perceived and actual usage, and the role of social agents in shaping internet habits and safety perceptions. Results highlight the importance of social context in digital habits, revealing links between safety perceptions, parental control, and technology norms. The study also explores perceptions of online advertising, emphasizing the need to raise privacy awareness and regulate ads targeting minors, offering insights into youth digital consumption challenges.
Open Access
Rebranding Barbie: analyzing the 2023 live-action film's promotional impact and public perception
(IGI Global, 2025) Condearena González, Itxaso; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This chapter analyzes the promotional campaign of the 2023 live- action Barbie film through qualitative and quantitative methods, examining the brand's history and industry leadership. The study explores the different promotional campaigns carried out for the film and the audience's response. Similarly, it investigates the public opinion on Barbie and the movie's impact on it. The analysis results indicate that the film and its marketing efforts improved public opinion, positioning Barbie as a more inclusive and empowering brand. In addition, the study explores possible biases, such as a relation between women and a better opinion of Barbie, and greater use of social media with the conversation created about the work on the platforms as a cause of having seen the film, although no direct relationships were demonstrated.
Open Access
Social work, solidarity economy and decent work
(SAGE, 2023) López Peláez, Antonio; Erro Garcés, Amaya; Aramendia Muneta, María Elena; Ramírez Navarro, José Manuel; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
Eradicating poverty is a fundamental objective of social work, both at local and at global levels. After COVID-19, the United Nations Commission for Social Development and Sustainable Development Goals, the global agenda developed by the International Association of Schools of Social Work, the International Council on Social Welfare and the International Federation of Social Workers have placed the fight against poverty and the role of decent work at the forefront of the public agenda. We analyse most recent publications on decent work, highlighting two strategies to promote poverty eradication from social work: participation and education.