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
Hao, Quan (Sherry Hao)
(Emerald, 2011) Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
An accountant by training, Hao Quan is the first Chinese partner of KPMG, a firm AU :2 created in 1987 with the merger of Peat Marwick International (PMI) and Klynveld Main Goerdeler (KMG). KPMG is a global network of professional firms providing audit, tax, and advisory services. Hao has spent most of her professional career at the firm. The company operates in 146 countries and employs 140,000 people working in member firms around the world. In China alone, KPMG employs over 9000 people and operates in 12 major cities across the country.
Open Access
"The best" and "The least": cross-country cluster analysis of Instagram and tourism destinations
(Taylor and Francis Group, 2022) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Gestión de Empresas; Enpresen Kudeaketa
The study provides an analysis of the key destination image attributes influencing the number of likes and comments by cross-country cluster on the basis of Stimulus-Organism-Response. The two main clusters are "the best" and "the least", measured by their success in numbers of likes or comments from Instagrammers. Photographs taken during daytime showing tourism or entertainment facilities and panoramic natural seascapes prevail in the successful cluster group. Photographs showing visitors interacting in daily life tourist activities of their destination, are common among the successful images. Presenting people and water impacts positively, whereas multi-images of countries and destinations lacking authenticity have the opposite effect. Overall, the results are consistent with the hypothesis that attributes in Instagram photographs are associated with the success of a country's image.
Open Access
Key image attributes to elicit likes and comments on Instagram
(Taylor & Francis, 2020) Aramendia Muneta, María Elena; Olarte-Pascual, Cristina; Ollo López, Andrea; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
This article spotlights the relationship between likes and com-ments and the content of tourism photographs on Instagramwith the aim of understanding users¿behavior and, thus, help-ing destination management organizations. Based on thestimulus-organism-response model, a content analysis wasconducted of 1,094 pictures that received 131,116,800 likesand 2,859,448 comments. By combining content analysis andregression analysis, the results show that Instagrammers¿responses are influenced differently by different picture attrib-utes, resulting in dissimilar behavior with regard to likes andcomments. Specifically, likes, as immediate reactions, tend tobe driven by content featuring people, views, or commonhabits. In contrast, comments, which require greater effort onthe part of the Instagrammer, are elicited by the topic of festi-vals or hotels, colors such as cream, green, orange, or yellow,images of water or animals, and images featuring tourist activ-ities, mostly at night. Multi-image or fake pictures negativelyimpact likes. By analyzing the content of the information pro-vided by the uploaded photographs, a typology of photo-graphic attributes is developed to offer clues for destinationmanagement organizations to enhance engagement withpotential customers and Instagram users.
Open Access
Spanish fishing industry within the common fishery policy
(Elsevier, 2024) Kozinski Radomska, Aleksander; Aramendia Muneta, María Elena; Erro Garcés, Amaya; Gestión de Empresas; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE
The main objective of this article is to study the evolution of the Spanish fishing industry, with a specific focus on examining the correlation between actual catches by Spanish vessels and recorded landings against national Total Allowable Catches, which may contribute to improving the current state of the Common Fisheries Policy. Firstly, we offer an overview of the geographical, economic, and legal factors surrounding Spanish fisheries, along with an examination of the Common Fisheries Policy and relevant international agreements impacting these fisheries. Subsequently, we analyze three species, namely hake, anchovy, and cod as they are the most traded fish in the Spanish markets. Thirdly, we conduct an examination to provide information regarding the role of Common Fishery Policy quotas and to explore potential reasons behind the observed results. The main findings reveal the identification of a significant lack of alignment between the Common Fishery Policy and its resulting implementation through the Total Allowable Catches over the last decade.
Open Access
Consumers' awareness and attitudes in circular fashion
(Elsevier, 2023) Jiménez Fernández, Anne; Aramendia Muneta, María Elena; Alzate Barricarte, Miriam; Gestión de Empresas; Enpresen Kudeaketa
Circular fashion is a new concept shift towards a more sustainable fashion industry. Consumers' awareness of the fashion industry's environmental and social damage is increasing, along with the transformation of their purchasing habits. Circular economy appears to be a solution to these issues. Nonetheless, users' awareness of the principles of circular economy might benefit their application in real life. This research studies the relationships between awareness and attitudes towards the principles of circular economy as well as the mediators, which are namely, benefits and enablers. The main purpose of this study is to test a hypothesised model through structural equation modeling with Partial Least Squares. The results show that the principles have a positive relationship to the attitudes, benefits, and enablers of circular economy. Additionally, the effect of gender on consumers' attitudes towards sustainable fashion is worth analysing since it seems to play a significant role.
Open Access
Social media marketing strategies in the lingerie industry: the case of Valentine's day campaign in Spain
(IGI Global, 2022) Miguel-Pérez, Ana de; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This chapter presents a qualitative and quantitative analysis on the comparison of social media audience, social posts, and engagement over Instagram, Facebook, and Twitter for the main five lingerie brands in Spain during the week prior to Valentine's Day. The results show that a direct relationship between audience growth and posting frequency could not be confirmed but both factors may affect on engagement and content. Indeed, it was demonstrated that giveaways and influencer collaborations as well as carousel and photos received better feedback on average for Instagram and Facebook and GIFs for Twitter. The most obvious finding to emerge is that Instagram received the title of the "social media queen" in terms of audience and engagement in the lingerie industry. Finally, it was stated that strategies such as adapting content to fit with their followers likes to build a community of engaged and loyal followers is related to social media campaign success.
Open Access
Guest editorial: introduction to special issue on "History of marketing in Spain", part II
(Emerald, 2024) Aramendia Muneta, María Elena; Ruiz Moreno, Felipe; Martínez-Ruiz, María Pilar; Gestión de Empresas; Enpresen Kudeaketa
This special issue on the “History of Marketing in Spain, Part II” presents a diverse range of research that sheds light on many aspects of Spain’s marketing practices using historical perspectives. The collection covers different topics, including the evolution of the world’s oldest advertising agency, the impact of home ownership on immigrant acculturation, the adaptation of marketing strategies in cultural institutions in countries which have inherited the Spanish tradition, the changing food preferences of Spanish consumers and the transformation of travel agency promotion. These studies offer insightful analyses of Spain’s marketing history and contextualise these developments within broader social, economic and technological changes. This special issue advances our understanding of the distinctive traits and implementation of marketing techniques in Spain by examining recent innovations and long-standing traditions
Open Access
ICT impact on competitiveness, innovation and environment
(Elsevier, 2012) Ollo López, Andrea; Aramendia Muneta, María Elena; Gestión de Empresas; Enpresen Kudeaketa
This paper examines the impact of ICT on competitiveness, innovation and environment in the glass, ceramics and cement concrete industry. The results show that use of ICT seems to favor innovation and competitiveness. As for the effect on the environment, the use of some ICT helps to reduce emissions, whereas others increase them.