Mercedes Marzo

Mercedes Marzo
University of Zaragoza | UNIZAR · Department of Marketing Management and Market Research

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67
Publications
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Introduction
Skills and Expertise

Publications

Publications (67)
Article
Purpose The purpose of this paper is to define and analyse not only the main categories of online marketing strategies used by Rioja wine producers but also how wineries use their websites to provide information about wine tourism. Design/methodology/approach The content of websites corresponding to the Rioja designation of origin (Spain) is analy...
Article
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This article proposes an econometric model that allows to determine the number of semesters a student in the Accountant Auditor career of the Pontificia Universidad Católica de Valparaíso (Chile) invests in completing his university degree. In addition, it is about identifying the factors, related to academic performance or not, that determine this...
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Las webs constituyen una herramienta para que las bodegas puedan alcanzar más fácilmente sus objetivos de negocio. Se analiza si las bodegas utilizan esta herramienta y, en caso afirmativo, se investiga el papel que desempeña en su estrategia de marketing teniendo en cuenta las orientaciones establecidas en la literatura. Se observa una alta tasa d...
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Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to retention and commitment. While several articles provide interesting advances analyzing soc...
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Recent tourism literature reviews the movement of the current distribution landscape toward disintermediation as the Internet and mobile technologies provide consumers with more and more tools for researching suppliers/providers and purchasing products and services directly. This calls into question the necessity and role of retailers in the indust...
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The booking purchase process in B2C tourism online from the perspective of the quality-satisfaction-loyalty value chain has scarcely been investigated. The measurement models of the variables are not unified and essential variables, as transaction costs, need more research in order to achieve a comprehensive model of the digital tourist purchase pr...
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La literatura sobre la cadena de valor calidad-satisfacción-lealtad de servicios turísticos online, no es concluyente. Los modelos son parciales y las mediciones de las variables no están consensuadas. Este trabajo revisa el papel de las variables básicas y sus modelos de medida a través de una aplicación práctica. Se validan los modelos para cada...
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To investigate the measurement of the website quality and the relationship between observable and unobservable perceived quality by online tourism consumers, with the aim to assist the tourism agents involved in electronic channels. one second-order measurement model are tested. Then, a cause-effect relationship is proposed between latent quality a...
Article
The objective of this work is to analyze the perceptions of residents regarding the variables involved in developing Integrated Rural Tourism (IRT), as well as analyze how those variables affect said development. Therefore, we have analyzed the specific case of the residents of Tierra de Palmares, which is an area involved in a tourism development...
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Se propone un modelo holístico que refleja el proceso de desarrollo de un Turismo Rural Integrado (TRI). Dicho modelo recoge las principales variables implicadas en el desarrollo de este tipo de turismo así como las relaciones existentes entre ellas. El modelo se valida teniendo en cuenta la información proporcionada por los residentes de una zona...
Article
Considering how important tourism development is as an element of economic recovery in rural areas, one of its objectives should be sustainability. The starting point must therefore be the existence of partnerships and cooperation between stakeholders. Such cooperation would enable the integration of tourism development through the endogeneity, com...
Article
Se propone un modelo holístico que refleja el proceso de desarrollo de un Turismo Rural Integrado (TRI). Dicho modelo recoge las principales variables implicadas en el desarrollo de este tipo de turismo así como las relaciones existentes entre ellas. El modelo se valida teniendo en cuenta la información proporcionada por los residentes de una zona...
Article
In tourism, sustainable development represents a way to exercise a business activity such that the needs of both the tourists and the receiving regions are satisfied, while at the same time protecting and fostering future opportunities by preserving essential ecological processes, biological diversity and cultural integrity. There is broad scientif...
Article
In order to advance in a scientific field the key concepts have to be validated. Despite growing academic interest in integrated rural tourism, there is no research on validating its key concepts. The objective of this research was to propose and validate measurement models for the elements networks, embeddedness, endogeneity, complementarity, scal...
Article
Purpose ‐ Wine tourism is emerging as a lucrative industrial sector, capable of generating considerable economic development, and there are numerous wine-producing regions that would like to become new tourist destinations. To do so the agents involved must know the incentives for and barriers to (the participation of) potential tourists, as well a...
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La necesaria motivación de los alumnos es imprescindible para que el aprendizaje, la formación y el desarrollo de sus habilidades sean óptimos. Esta motivación puede depender de muchos factores, pero la experiencia en docencia señala como uno muy importante activar la participación del estudiante. Además, en el desarrollo propio de la docencia de d...
Article
Student motivation is essential to ensuring an optimum level of learning, training and skill development. This motivation can depend on many factors, although one very important factor involves «activating student participation». Moreover, participation by businesses is invaluable for developing the teaching of certain subjects and degrees. This st...
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En los últimos años la situación de las universidades ha experimentado cambios importantes que han hecho que éstas se preocupen de dos aspectos estrechamente ligados: calidad de servicio percibido y satisfacción. En este trabajo se desarrolla, aplica y evalúa una escala de medida de satisfacción de los alumnos de la Facultad de Ingeniería de la Uni...
Article
In the past few years the ambiance of universities have experimented significant changes that have made universities alert about two aspects that are closely linked: perceived quality of service and satisfaction. In this work we develop, implement and evaluate a wide measure of satisfaction of students of the Faculty of Engineering of Universidad d...
Article
Purpose – Wine tourism is emerging as a lucrative sector, with the capacity to generate growing and long-lasting tourism. Despite Spain's tourism and wine potential, wine tourism is scarcely developed. In order to develop it strategically, it is necessary to know both the real and potential customers of this tourism. The purpose of this paper is to...
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The public administrations are implementing quality systems that require analysing citizen satisfaction. The demand for services is increasing from a growing segment of the population: immigrants. This work seeks to fulfill two objectives: determine the elements that have an impact on citizen satisfaction with a public service and analyse if there...
Article
The incorporation of Internet into tourism management enabled the configuration of a distribution channel which is able to promote tourist products and destinations. Websites have become a key factor in modern tourism industry due to their power to stimulate market demand at low cost. In an information-intensive industry websites enhance distributi...
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Wine Tourism Development Orientation in Winery Websites of La Rioja and Aragón (Spain) The incorporation of Internet into tourism management enabled the configuration of a distribution channel which is able to promote tourist products and destinations. Websites have become a key factor in modern tourism industry due to their power to stimulate mark...
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The purpose of this study is to analyze the application of Information Communication Technologies (ICTs) within tertiary education in a Spanish University. We analyze the results of a new initiative developed by the University of Zaragoza through an innovative project for a virtual campus called ‘Anillo Digital Docente’. Data relating to the degree...
Article
Purpose – The main objective of this study is to determine the factors that could have an impact on intentions to participate in regional tourism activities related to wine, from the Spanish customer's point of view. Design/methodology/approach – This study analyses the opinions of potential wine tourists. They are asked about the importance they g...
Article
Most of the existing characteristics of wine tourists have been based on the point of view of wineries or have been based on the tourists who have visited wineries. It is therefore necessary to establish a more general profile of wine tourists. In conjunction with this, a more in‐depth look must be taken at the motivations for visiting a destinatio...
Article
Establishing stable relationships between universities and businesses is as an attractive strategy whereby universities can adapt their activities to the environment. Therefore, it must be ensured that businesses continuously participate in the activities of university institutions. The objective of this article is to identify the factors that dete...
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Purpose – The curricular profile that businesses demand from their workers is undergoing considerable change, especially in regard to university graduates. Considering the functions that are associated with universities, they should respond to these business demands. As a result, they should educate their students following curricula that fit the n...
Article
Purpose – The purpose of this paper is to offer an economic analysis of the convenience store format and the various categories thereof for the Spanish case in the period 1998-2004. Design/methodology/approach – Using secondary information sources, the analysis methodology is based on economic indicators of the output level and on the calculation o...
Article
Spanish universities pay little attention to business demands with regard to workforce training and to the research that has been developed in this area. The present study analyses the effect of various factors on firms satisfaction with the education provided by universities. The factors include the content of the student's major subject of study...
Article
Faced with a substantially changing environment, universities must reformulate their strategies if they are to operate effectively in the new context. Among their key strategic considerations should be how the positive voluntary behaviour of firms towards them can be encouraged and increased. The objective of this study is therefore to identify the...
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El entorno en el que desarrollan cada día sus actividades las universidades está poniendo de manifiesto la necesidad de que existan relaciones estables entre éstas y uno de sus principales clientes, las empresas. Así, para poder evolucionar de manera óptima, las universidades deberían aplicar un enfoque de marketing en sus relaciones con las empres...
Article
The changes that European university institutions are facing should lead them to apply the marketing concept in their strategies. It is therefore necessary to clearly determine the customers and identify their needs and desires. However, specialized literature shows discrepancies when defining the concept of a university customer. This work defines...
Article
Incl. abstract, bib. Investments made to improve the educational level of the population are beneficial for the society. Nevertheless, in order to reap a considerable part of these benefits, there must be a fit between the trained human capital and the needs of the labour world. If this does not happen, an entirely undesirable educational gap will...
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RESUMEN El objetivo de este trabajo es aplicar el Modelo EFQM de Excelencia empresarial a un importante hospital Universitario español, concretamente centrados en cinco de los nueve criterios que lo componen, los criterios facilitadores. La autoevaluación permite realizar un diagnóstico sistemático de todas las áreas de la organización y puede así...
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El entorno de las universidades está sufriendo importantes cambios, que enfrentan a estas instituciones a diversas amenazas y oportunidades. Sin embargo, las universidades deben aprovechar esta situación para asegurarse su supervivencia. Así, el rediseño de las titulaciones es una herramienta que permite a las universidades hacer frente a estos cam...
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The environment in which university institutions develop their activities is showing some weaknesses in the training provided to their graduates. One of the notable weaknesses is the failure to match the competencies empowered in students by universities and the competencies demanded by business organisations. In view of this situation, this articl...
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Actualmente, el sistema universitario español, al igual que el europeo, se encuentra inmerso en un proceso de transformación, siendo su principal objetivo el establecimiento de una base común en la formación de sus jóvenes universitarios europeos. Los estudios de ingeniería no están siendo ajenos a este cambio, lo que pone de manifiesto la necesida...
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El entorno en el que desarrollan sus actividades las instituciones universitarias está poniendo de manifiesto algunas debilidades en la formación impartida a sus egresados. Entre ellas destaca la falta de adecuación entre las competencias potenciadas por las universidades en sus alumnos y las demandadas por las organizaciones. Ante esta situación,...
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Information and Communication Technologies (ICTs) are now present in a great number of fields, including education, where thanks to them, a better use is made of the possibilities of immediacy, ubiquity and omniscience provided by the Internet and, at the same time, interactions never thought of before are allowed.The aim of this work is to analyse...
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Globalisation, competition and market saturation have caused a growing interest in firms to develop Relationship Marketing. It is therefore fundamental to determine the kind of customer who values the benefits derived from the application of a relationship strategy by the organisation and who, in correspondence, is willing to voluntarily develop be...
Article
Purpose – The university environment is experiencing important changes that have to be managed in order to ensure the university's survival. One of the most notable changes is the appearance of a new kind of student who wants to update and/or expand his/her knowledge. This has caused universities to expand their educational offer through seminars,...
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Purpose – Human resources management directed at improving job satisfaction has become a subject of growing interest in both the professional world and the academic world, and is justified by the impact that satisfaction has on business performance. The main objective of this work is to determine empirically the factors that have an impact on the s...
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Purpose – The recent changes that have occurred in the Spanish university teaching environment, such as growing competition, have caused these courses to become an important differentiating element of what is offered by each university. Therefore, the authors propose to delve deeper into the relationship existing between satisfaction and the intent...
Article
The concepts of quality and satisfaction are gaining great importance in university education. The following research explores the factors that determine satisfaction with one of the services offered by universities: summer courses. The recent changes that have taken place within the area of university teaching, prominent among which is growing com...
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La existencia de un Márketing de Relaciones se basa en el mantenimiento de relaciones continuas entre una organización y sus clientes, de tal manera que las partes implicadas en la relación obtengan beneficios derivados de la misma. Así, si los clientes perciben beneficios de una relación, deberían estar más dispuestos a llevar a cabo una serie de...
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Globalization, competition and market saturation have caused a growing interest by firms in developing strategies directed at creating brand loyalty among their customers, especially in markets with low growth rates. In order to reach this objective, relationship marketing must be applied, which considers the mutual benefits derived from the creati...
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Las universidades se enfrentan a retos y transformaciones, que han quedado reflejados en un incremento de la competencia. Estos cambios plantean oportunidades y, entre ellas, se encuentra la aparición y el crecimiento de grupos de profesionales que regresan a la Universidad para mejorar y actualizar sus conocimientos. En este contexto surge la impo...
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La gesti�n de los conceptos de calidad y satisfacci�n est� cobrando cada vez m�s importancia en los servicios p�blicos, dentro de los cuales queda englobado, en el caso espa�ol, el servicio de educaci�n universitaria. La investigaci�n1 desarrollada pretende ser una primera aproximaci�n a los factores que determinan la satisfacci�n de los asistentes...
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El objetivo de este trabajo es mostrar las principales características la nueva modalidad de enseñanza semipresencial desarrollada en la Licenciatura en Ciencias del Trabajo. Una de las características de dicha modalidad es el uso de las nuevas tecnologías en la enseñanza, de forma que permite que los contenidos de las asignaturas estén disponibles...
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For the last few years, information and communication technologies (ICT) have increased their importance, causing important changes in the environment For this reason it is very interesting to think about the advantages and chances which are given by these new technologies in the universitary education. The aim of this work consists in describing t...
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The world of the business is changing very quickly. The Spanish company's have to face up this new situation, and one of the stand out are human resources. These changes are especially affecting the qualified jobs. Currently, the Company's are requesting qualified workers with specific skills, for instance, people with high capacity to work in diff...
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En el marco de la transferencia de competencias sanitarias en España, se impone desarrollar una orientación estratégica de la organización siguiendo los principios y filosofía de la calidad total (TQM), orientación al cliente y mejora continua. Este trabajo presenta la aplicación del modelo de calidad de la EFQM a un importante hospital Universitar...

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