Business Economy

The introduction of big data technology into hotel revenue management (RM) systems has paved a new way to fix the price in the hospitality industry called 'open pricing' (OP). This study discusses the dynamic pricing evolution of hotels and examines the concept of OP. This pricing system manages a great amount of data and consists primarily of sophisticated real-time price discrimination with no rate ranges and fences, based on the customer's willingness to pay. This study investigates whether OP implementation increases independent hotels' performance. Three case studies were conducted using the analysis of variance test to compare three years of data on three independent hotels after applying OP. The selected hotels' performance in time trends with the competitors' data collected from STR was also compared using a t-test. This study provides empirical evidence that OP improves the occupancy rate, average daily rate, and revenue per available room, justifyin...

The main aim of this study is to identify the key factors in User Generated Content (UGC) on the Twitter social network for the creation of successful startups, as well as to identify factors for sustainable startups and business models. New technologies were used in the proposed research methodology to identify the key factors for the success of startup projects. First, a Latent Dirichlet Allocation (LDA) model was used, which is a state-of-the-art thematic modeling tool that works in Python and determines the database topic by analyzing tweets for the #Startups hashtag on Twitter (n= 35.401 tweets). Secondly, a Sentiment Analysis was performed with a Supervised Vector Machine (SVM) algorithm that works with Machine Learning in Python. This was applied to the LDA results to divide the identified startup topics into negative, positive, and neutral sentiments. Thirdly, a Textual Analysis was carried out on the topics in each sentiment with Text Data Mining techniques using Nvivo software. This research has detected that the topics with positive feelings for the identification of key factors for the startup business success are startup tools, technology-based startup, the attitude of the founders, and the startup methodology development. The negative topics are the frameworks and programming languages, type of job offers, and the business angels’ requirements. The identified neutral topics are the development of the business plan, the type of startup project, and the incubator’s and startup’s geolocation. The limitations of the investigation are the number of tweets in the analyzed sample and the limited time horizon. Future lines of research could improve the methodology used to determine key factors for the creation of successful startups and could also study sustainable issues.

In practice marketing can and should play an important role in mobile applications when formulating marketing strategies. The aim of this article is to identify the main KPIs to measure the effect of marketing strategies in Mobile Applications. To achieve this goal, we carried out a Systematic Literature Review (SLR) on the topic of Mobile Applications and marketing strategies. The search terms consulted in the databases were KPIs, Marketing and Mobile Applications obtaining a total of n=1088 studies. The databases consulted to extract data where Scopus, PubMed, PsyINFO, ScienceDirect and Web of Science. The results obtained in this research were the identification, development and analysis of the main quantitative and qualitive KPIs to measure the effect of marketing strategies in mobile applications. Furthermore, we name the main scientific journals developing further studies on this subject, as well as on the most relevant topics within the industry. The results of the research can be used to enhance Mobile APP marketing strategy analysis and thus, enhance their development, both in the scientific and the professional sectors.

These days, technology is reaching a critical point in its evolution. The increase of technologies - as cloud computing, data analysis, and mobile communications - has encouraged other technologies as for example the Internet of Things to reach their full potential. Resulting, the Digital Business Environment has been rapidly changing, leading to an exponential growth of the number cyber crimes. The present study aims to identify the challenges the Digital Business Environment has to face and to propose viable solutions that would allow avoiding cyber attacks that result in a reinforcement of cyber security in the Internet of Things. So that, with the aim to deepen the impact that cyber security has on the Internet of Things for individuals, society, nations, and global humanity, the authors undertake a review of the literature and perform an exploratory analysis of the results on this ubiquitous topic.

The purpose of this study is to improve understanding of the apps (mobile applications) market in Spain and Portugal, which are countries that have many more Smartphone's per inhabitant than any other European country. The unified theory of acceptance and use of technology 2 (UTAUT2), was used to investigate the influence of various factors on the users' behavioural intention of use for mobile applications. Confidence in the internet operator was used as an external variable for the UTAUT2 model. A surveying methodology was used for the investigation, with a sample of 402 users, which were then analysed using the partial least squares structural equation modelling (PLS-SEM) model. The constructs of UTAUT2, with the exception of price value and facilitating conditions, were all significantly related to the behavioural intention to use mobile applications. Habits and social influence are found to be the factors that most affect behavioural intention. The results obtained allow a better understanding of the users' needs when considering their intention to download and use apps.

This research work has two objectives. On the one hand, to analyze the influence that Perceived Usefulness of Programmatic Advertising (PA) has on the user's Concern about Privacy, and on the other, to check whether this relationship changes over time. That is, to find out how improvements in the effectiveness of programmatic advertising might increase the users' concern for privacy. Today, programmatic advertising can be very invasive, not only because of the use of cookies and geolocation, but also because of using algorithms that analyze users' interests in order to offer related products at a later date when the user visits other different websites which are not at all related to the first. Secondly, this document investigates whether this relationship increases over time and if there are any time-related effects. In this study, data from of a very large sample of Internet users in Spain (n = 14,822) was analyzed at three different moments of time between 2013 and 2017. PLS-SEM was used for the analysis given its usefulness in social studies. Several groups were analyzed to test the difference between the path coefficients of the latent variables at different moments in time. Academics and professionals will benefit from this document by being able to see the importance of this relationship over time and how it changes. The use of a longitudinal study allowed for an investigation into, not only the existence of the relationship, but how it changed over the years.

One of the most significant changes in the last decade in the business environment has been caused by the development of information technologies and the internet. The internal structure and organization of companies has changed to evolve towards a digital environment influenced by internet business models and digital marketing (DM) techniques. This chapter develops a systematic literature review with the objective of identifying the key players in the business environment with respect to the new business models and digital marketing techniques applied to them, to improve the benefits they bring to the company. The results of the research identify and define the main actors of the electronic commerce (EC) ecosystem, as well as their typologies and the main techniques of DM used in this field of research. The results of the exploratory study can be used for future research in this field and to reinforce the reference bibliography in this area of research.

New technologies offer new possibilities to better understand complex consumer behavior points of sale. The data obtained using wireless communications and Wi-Fi services available in restaurants and catering companies make it possible to acquire in-depth knowledge on consumer behavior complexity. In the present study, the PLS-SEM analysis was used to analyze the impact of free wireless communications and Wi-Fi access on customer loyalty. Our results demonstrate that client satisfaction with wireless communications and Wi-Fi access networks services has a direct impact on customer loyalty. Therefore, wireless communications and Wi-Fi networks and technologies available at the points of sale should be updated in order to better meet customers' expectations.

Mobile devices are the most used technology tools to access the Internet since they allow access from anywhere. This possibility has prompted companies to focus, to a greater extent, strategies based on geolocation marketing. Geolocation is a tool through which people or places can be located and have very diverse functionalities and applications. Location-Based Services (LBS) allow businesses to incorporate these types of tools into their digital marketing strategies. Social networks based on location services (LBSNS or Location-Based Social Network System) allow businesses to access information on the location of customers in real time.The present study provides more information on LBS and geolocation marketing, also known as geomarketing, analyzing the utility and benefits that this tool has to digital marketing and social networks and the importance of its technological adoption. To achieve this objective, a thorough review of technology adoption literature was carried out and a series of interviews were made with experts and professionals in its two aspects: digital marketing and information technologies. The results show the way in the tourism sector, these tools are managed, the means in which they are active, the LBS systems used, the utility and benefits they perceive from them, as well as the importance and efforts that they dedicate to them.This study reaches relevant conclusions for tourism professionals interested in incorporating LBS and geomarketing strategies into their businesses, as well as researchers interested in the behavior in Location-Based Services.

The main objective of this exploratory study is to identify the social, economic, environmental and cultural factors related to the sustainable care of both environment and public health that most concern Twitter users. With 336 million active users as of 2018, Twitter is a social network that is increasingly used in research to get information and to understand public opinion as exemplified by Twitter users. In order to identify the factors related to the sustainable care of environment and public health, we have downloaded n = 5873 tweets that used the hashtag #WorldEnvironmentDay on the respective day. As the next step, sentiment analysis with an algorithm developed in Python and trained with data mining was applied to the sample of tweets to group them according to the expressed feelings. Thereafter, a textual analysis was used to group the tweets according to the Sustainable Development Goals (SDGs), identifying the key factors about environment and public health that most concern Twitter users. To this end, we used the qualitative analysis software NVivo Pro 12. The results of the analysis enabled us to establish the key factors that most concern users about the environment and public health such as climate change, global warming, extreme weather, water pollution, deforestation, climate risks, acid rain or massive industrialization. The conclusions of the present study can be useful to companies and institutions that have initiatives related to the environment and they also facilitate decision-making regarding the environment in non-profit organizations.

Twitter se ha convertido en una red social ideal para el análisis de audiencias y el estudio de opiniones sobre eventos y acontecimientos en tiempo real alrededor del mundo. El objetivo de esta investigación es el de analizar el sentimiento (positivo, negativo y neutro) de las ofertas publicadas en Twitter a través del hashtag #BlackFriday. La metodología empleada es un Análisis de Sentimiento con Machine Learning con el que se identifica el sentimiento de las ofertas publicadas en la red social.

This paper analyses the complexity of user behaviour when facing the challenge of using sustainable applications, such as Internet search engines. This paper analyses an acceptance model using extended TAM (Technology Acceptance Model) with Trust as an added external variable. It was suggested that Trust indirectly influences the final Intention to Use with the perceptions of Utility and Ease of Use. To test the proposed model, a survey was carried out with users from different geographical areas of Spain ( n=445 ). The second aim of this study was to understand the complexity of marketing segmentation by separating the application users into different user groups. Users were grouped by their preference of favorite Internet search engine. Unobserved heterogeneity was studied using FIMIX-PLS, and three different user behaviours with search engines were identified. These corresponded to the number of inhabitants who live in the user area. In this way, the impact that the environment has on user choice, acceptance, and use of this type of sustainable applications was shown. The results were checked using PLS-SEM and showed that the model for the adoption of sustainable search engines is explanatory and predictive because confidence and acceptance for this TAM were validated. The conclusions are interesting for developers of environmentally sustainable and responsible applications which want to coincide with current trends to ensure that users prefer them.

ABSTRACT The objective of this chapter is to highlight the importance of strategies based on sustainable resource management and their importance for the development of sustainable long-term projects that respect natural resources. The case of sustainable resource management of the social search engine industry is analysed from the creativity and innovation point of view, which has developed strategies that respect and support the environment and sustainable resource management. Keywords: Innovation, Creativity, Social Search Engine, Sustainable Resource Management.o

The main aim of this study was to identify the key indicators related to environmental management and sustainability of hotels as perceived by travelers during their trips. The methodology used was a sentiment analysis with an algorithm developed in Python trained with data mining and machine learning, with the MonkeyLearn library in the hotel industry sector under the eWOM model (e-Word of Mouth). The results with negative, positive and neutral feelings were submitted to a textual analysis with the qualitative analysis software Nvivo Pro 12. The sample consisted of the 25 best hotels in Switzerland according to Traveler's Choice from TripAdvisor ranking 2018 that draws from more than 500,000 reviews. For data extraction, we connected to the TripAdvisor API, obtaining a sample of n = 8331 reviews of the hotels that made up the ranking. The results of the study highlight the key factors related to environmental management detected by travelers during their stay in hotels and can be meaningfully used by managers or hotel managers to improve their services and enhance the value provided by their policies of sustainability and respect for the environment. The limitations of the present study relate to the size of the sample and the number of hotels included in the present analysis.

Las Tecnologías de la Información y Comunicación ofrecen nuevas alternativas a sectores tan representativos como es el turismo cultural para garantizar una adecuada financiación y sostenibilidad del patrimonio en el que se sustenta. El crowdfunding, o la financiación de proyectos sin intermediarios a través del uso de las nuevas tecnologías, ofrece oportunidades para la financiación conjunta de proyectos turísticos. Este estudio exploratorio pretende mejorar la comprensión del fenómeno estudiado a la vez que afianzar las tecnologías de la información y la comunicación aplicadas al turismo cultural poniendo el foco en el crowdfunding.

La innovación, las nuevas tecnologías y las redes sociales han cambiado la forma de hacer negocios y el modelo empresarial tal y como lo entendíamos hasta la última década del siglo XX. El Comercio Electrónico y el Marketing Digital han propiciado importantes cambios en el mundo de la empresa en cuanto a la forma de gestión de su propia organización y en la manera de relacionarse con los clientes. El objetivo de esta investigación es contrastar las técnicas de posicionamiento SEO (Search Engine Optimization), posicionamiento SEM (Search Engine Marketing) y SSM (Social Media Marketing) con las acciones de Marketing Digital realizadas por las empresas objetivo de estudio. La metodología utilizada en el desarrollo de esta tesis es múltiple. Por un lado, para identificar la muestra se desarrolla la metodología del Estudio de Casos y, por otro, con el objetivo de evaluar y cuantificar los factores clave de cada técnica, se desarrolla la metodología del Análisis de Contenido. Los resultados de la investigación identifican los factores clave para la optimización de las estrategias de posicionamiento SEO, analizando los principales indicadores técnicos de su implementación, posicionamiento SEM, identificando los factores y tipologías clave según los objetivos planteados en la estrategia de promoción online y, por último, SMM, categorizando el contenido publicado en Twitter por las empresas objeto de estudio.

The object of this exploratory study is to identify the positive, neutral and negativeenvironment factors that affect users who visit Spanish hotels in order to help the hotel managersdecide how to improve the quality of the services provided. To carry out the research a SentimentAnalysis was initially performed, grouping the sample of tweets (n= 14459) according to the feelingsshown and then a textual analysis was used to identify the key environment factors in these feelingsusing the qualitative analysis software Nvivo (QSR International, Melbourne, Australia). The resultsof the exploratory study present the key environment factors that affect the users experience whenvisiting hotels in Spain, such as actions that support local traditions and products, the maintenance ofrural areas respecting the local environment and nature, or respecting air quality in the areas wherehotels have facilities and offer services. The conclusions of the research can help hotels improve theirservices and the impact on the environment, as well as improving the visitors experience based onthe positive, neutral and negative environment factors which the visitors themselves identified.

This study analyzes the most important influence factors in the literature, which have the greatest influence on the conversions obtained in a mobile application powered by linked data. With the study of user interface design and a small user survey ( n = 101,053), we studied the influence of social networks, advertising, and promotional and recruitment actions in conversions for mobile applications powered by linked data. The analysis of the users’ behavior and their application in the design of the actions to promote and capture constitutes an important part of the current theories of digital marketing. However, this study shows that its results may be contradictory and depend on other factors and circumstances when mobile applications powered by linked data are considered. The predictive value, reached by the developed model, may be useful for professionals and researchers in the field of digital marketing and the user interface design in mobile applications powered by linked data.

Ecosia is an Internet search engine that plants trees with the income obtained from advertising. This study explored the factors that affect the adoption of Ecosia.org from the perspective of technology adoption and trust. This was done by using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and then analyzing the results with PLS-SEM (Partial Least Squares-Structural Equation Modeling). Subsequently, a survey was conducted with a structured questionnaire on search engines, which yielded the following results: (1) the idea of a company helping to mitigate the effects of climate change by planting trees is well received by Internet users. However, few people accept the idea of changing their habits from using traditional search engines; (2) Ecosia is a search engine believed to have higher compatibility rates, and needing less hardware resources, and (3) ecological marketing is an appropriate and future strategy that can increase the intention to use a technological product. Based on the results obtained, this study shows that a search engine or other service provided by the Internet, which can be audited (visits, searches, files, etc.), can also contribute to curb the effects of deforestation and climate change. In addition, companies, and especially technological start-ups, are advised to take into account that users feel better using these tools. Finally, this study urges foundations and non-governmental organizations to fight against the effects of deforestation by supporting these initiatives. The study also urges companies to support technological services, and follow the behavior of Ecosia.org in order to positively influence user satisfaction by using ecological marketing strategies.