Francis Blasco

Complutense University of Madrid | UCM · Department of Marketing and Market Research

The main purpose of this study is to examine the effects of authenticity and involvement on destination image in order to completely understand visitor satisfaction, experience quality, re-patronage intentions, willingness to pay more and word of mouth. Data were collected via a face-to-face survey and analysed using a structural equation modeling...

Objectif – L'objectif de ce travail est d'examiner le rôle joué par les fan pages de Facebook (FPF) dans la génération d’intentions de visite aux musées. L'étude a des objectifs multiples : d’abord, examiner les effets du contenu généré par les musées (CGM) sur la qualité perçue de l'information et du service aux visiteurs, et deuxièmement, tester...

COVID-19 outbreak has stimulated all kind of e-learning pro-posals to continue with students’ educational progression. Despite the fact it is significant to understand students’ perceptions regarding their performance with collaborative tools, specifically interactive smartboards, no research was found during the exhaustive literature review conduc...

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Packaging is a powerful tool for brands, which can not only catch consumers’ attention but also influence their purchase decisions. The application of neuromarketing techniques to the study of food packaging has recently gained considerable popularity both in academia and practice, but there are still some concerns about the methods and metrics com...

This research aims to gain knowledge regarding residents’ behavioural intentions in Side, a tourist destination well known for its beaches and Greco-Roman ruins, by examining the effects of residents’ satisfaction on ambassador, word of mouth (WOM) and heritage responsibility behaviours. Besides, it has also been analysed the impact of place satisf...

Extended abstract

ISBN: 978-84-09-21779-3

isbn: 978-84-09-21926-1

Negative appeals and specially guilt appeals are quite common in non-profit advertisement as a persuasion technique to increase donations for their causes. However, these messages might not always be effective and even though it is widely known that guilt might lead people to donate more or engage into prosocial behaviour, the effects of guilt migh...

the aim of the present research is to review the current ethical literature to characterize the ethical challenges and suggested solutions related to the successful implementation of passive data collection in market research. To accomplish that goal, it is identified and analysed all relevant papers published in the last 10 years, by using as incl...

Most research on social media operative tasks have examined customers’ purchase intentions. whereas the effects on intentions to visit have remained almost unresearched. This study focuses on examining the effects of source credibility, liking images, usefulness, satisfaction and perceived enjoyment on intention to visit. Besides, it analyses the i...

The main challenge of advertising is to catch consumers’ attention and evoke in them positive attitudes to consequently achieve product preference and higher purchase intentions. In modern advertising, visual metaphors are widely used due to their effects such as improving the advertising recall, enhancing persuasiveness and generating consumers' p...

While there is quite substantial research on how marketing strategies for archaeological sites affect destination branding, little can be found in literature on the impact of a market orientation adoption in these heritage assets on the development of sustainable tourism. This study aims to examine and propose a market orientation model which varia...

Museums are becoming increasingly market-oriented as a consequence of their limited budgets. Museum professionals are paying greater attention to visitors’ needs and desires with hope that this will increase their willingness to pay more for their museum experience. A partial least squares analysis test was performed to determine the influence of l...

The extant tourism literature relative to brand extension has mainly focused on destinations, world heritage sites and hotels, whereas other tourism services have not yet been studied in depth. Moreover, up to date no study has examined whether the fact of being a brand extension influences visit intentions. This research aims to address this gap i...

This research aims to address the gap in the current literature relative to the acceptance of museum Instagram account among users. The proposed model comprises different concepts that pretend to embrace a complete overview of the museum Instragram experience. The models includes the following eleven factors: source credibility, brand attitude, lik...

Informe para PTR-TUR-CM 5201 5/ HUM-331-7

This study focuses on the marketing variable known as Termination Fee Commitment and its relation to customer value. The use of this variable is widely extended in different industries due to its influence on customer retention from the moment of acquisition. Strikingly, there is very little research on this topic. To explore it in detail, we analy...

Purpose The purpose of this paper is to examine the role that Facebook Fan Pages (FFPs) play in the generation of visit intention. The study has three objectives: first, to examine the effects of museum-generated content (MGC) on perceived information quality and perceived customer service and perceived information quality and perceived customer s...

The relationship between customer churn and their complaints is sufficiently contrasted in the telecom sector. Therefore, a key part of a company’s strategy is the measurement of this dissatisfaction. It is important to conduct periodic surveys on complaints in a standard form like the SERVPERF scale because it enables the organization to benchmark...

In an increasingly saturated ‘experience economy’ marketplace, museum managers are constantly trying to improve museumgoers’ satisfaction so as to maintain and raise visitor arrivals. At the same time that governments are demanding museums to increase visitors numbers so these gain economic sustainability, visitors are inquiring experiences that ar...

In this paper we present an implementation, using a conventional relational database management system, of a linguistic multi-criteria decision making model to integrate the hotel guests’ opinions included in the WWW and expressed on several dimensions (or attributes) in order to obtain a SERVQUAL scale evaluation value of service quality. SERVQUAL...

Informe para PTR-TUR-CM 5201 5/ HUM-331-7

This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively and significantly influence users’ intentions of revisiting the website and visiting of it physically. This research empirically tests a model in two museum’s websites, namely the Prado Museum and the Reina...

This study confirms that museums’ website features – content, made for the medium, ease of use, promotion, emotion and aesthetics – positively influence users’ intentions of revisiting the website and visiting it physically. This research empirically tests a model in two museum’s websites, namely Prado Museum and Reina Sofia Museum. Using Partial L...

Informe para PTR-TUR-CM 5201 5/ HUM-331-7

Destination commitment is conceptualized as a dimension that comprises WOM, re-visit or visit intentions and composite loyalty. Authenticity, image, satisfaction and quality have been identified as antecedents that influence positively destination commitment. The aim of this research is to empirically test the model using an international and natio...

Informe para PTR-TUR-CM 5201 5/ HUM-331-7

The purpose of the research was to measure the level of sustainability perceived by employees of European museums. The study began on May 2, 2015 via an online survey for staff of European museums. This questionnaire included the following criteria to assess the sustainability perceived by employees of museums. [ a. Marketing strategies. ] These q...

Es la victoria del visitante. Tras años de lucha de autoaprendizaje, de adaptación a las nuevas tecnologías y de convivir en dos entornos paralelos de forma simultánea, el físico y el digital, el turista ha logrado obtener su mejor premio. Ha dejado de ser un visitante más para convertirse en uno con nombres y apellidos. La explosión digital ha der...

RFM is a model used to analyze the behavior of customer by means of three variables: Recency, Frequency and Monetary. The scores of these variables are expressed by an integer number, typically, in the range 1..5. The fuzzy linguistic approach is a tool intended for modeling qualitative information in a problem. In this paper, we propose to manage...

While the SERVQUAL scale has met with greater success than other initiatives in the Internet context, the various adaptations and changes made to the measurement scales often make it difficult to compare results over time; a key aspect that companies must take into account when implementing their market-oriented strategies. Even when the time horiz...

Tradicionalmente han sido las tres “s”, sun, sea y sand, los distintivos turísticos de la Marca España. Sin embar- go, nuestro país lleva más de quince años desarrollando el turismo de shopping, que sería la “s” que por derecho propio se añade al trío. En 2015 se ha apostado por ser referente internacional. Pero poco se ha escrito de la situac...

In tourism there are attempts to standardize the service quality evaluation, such as the SERVQUAL instrument, which is a five-item scale consisting of: tangibles, reliability, responsiveness, assurance and empathy. However, this scale is not commonly used in the most popular tourism websites. In this context, we present an implementation, using IBM...