In recent years, rural tourism has experienced a major boom; it was once a secondary type of tourism but has now become a significant alternative option within the Spanish economy. This type of tourism facilitates the sustainable development of the host communities and their surrounding areas, becoming an extra source of income in some cases, and the principal business in others. It is therefore important to ascertain which variables influence the behavior of rural tourists. The objective of this study is to demonstrate the influence on rural tourist behavior of destination image, both initial and final, as well as tourist satisfaction and loyalty to the area. Loyalty, which translates into repeat visits to the area and recommendations to third parties, promotes the sustainable development of rural areas. After an exhaustive review of the literature on the relevant variables, an empirical study was carried out using a questionnaire designed for tourists over 18 years old who visited the province of Soria (Spain) and stayed in a rural tourism establishment. This resulted in a total of 1658 valid completed questionnaires. A structural equation model was then drawn up to discover the relationships between all the variables. The results demonstrated the importance of destination image in the formation of the new image, and also showed that tourist satisfaction is the variable that most strongly influences loyalty to the tourist area. This study is a novel contribution to the study of sustainable development in rural areas since it focuses on tourist loyalty and its resulting benefits.

The high degree of depopulation in certain areas of Spain is a serious threat to the country, and is aggravated by the ongoing loss of population from those areas. Rural tourism is one of the activities that can help prevent this depopulation. However, to successfully promote such tourism, we must consider the elements that have the greatest influence on tourists when they choose one location over another, or one accommodation over another. Extensive data have been collected from 1658 valid surveys of tourists in one of the most depopulated areas of Spain. Several multivariate techniques were then applied to the data, including Principal Component Analysis (PCA) and Multiple Classification Analysis (MCA). Factors were obtained that identified both the different motivations that influence tourists, and the variables that identify the province based on its image. An analysis was then made of how both the variables thus identified the influence of the formation of the image that tourists take away from the visit. Tourists are most strongly motivated by natural landscapes, monuments, or events of cultural interest, i.e., natural and cultural attractions rather than social ones, and the cognitive image has the greatest influence on the formation of the new image. The principal findings of this research are that the future of many of these depopulated areas depends on successfully promoting both their beautiful landscapes and their cultural heritage, as well as developing and improving the areas themselves so that the depopulation is slowed down or even reversed, to the benefit of the local population. This would also benefit the local and regional authorities and the establishments linked to rural tourism in the area, increasing their profits and raising the level of employment in the province.

Tourism is an activity that contributes directly and indirectly to the development of rural areas. But this development needs to be sustainable. To do this, appropriate policies that positively influence these areas from an economic, social and cultural point of view must be implemented. All this in accordance with the Sustainable Development Goals. This study will analyze the contribution of rural tourism to develop and implement policies to promote sustainable tourism that creates jobs and promotes local culture and products. The variables that most influence the tourist behavior, motivation, the destination image, and the satisfaction obtained by the tourist will be analyzed. After an exhaustive review of the literature, an empirical investigation was carried out with 1,658 valid surveys among rural tourists in Soria, a Spanish province with one of the highest levels of depopulation. A structural equation model was drawn up to discover the relationships between the variables. The results demonstrated the importance of the motivation in the formation of the destination image, as well as satisfaction with the trip. In the same way, we will verify which component of the image of the destination (affective or cognitive) has the most influence on their formation, and how the image of the destination, like motivation, influences tourist satisfaction. The proposed model could be used in many studies that analyze the different variables that influence consumer behavior since its reliability and predictive capacity have been proven. The results of the study can also be used by the authorities to design or modify the most appropriate strategies that influence rural tourism, specially promoting the destination image as a variable that positively influences tourist satisfaction.

PurposeThe study of citizens' perceptions of the performance of public services and their relationship with the taxes allocated to them is of great interest in the context of public and fiscal management and the welfare state. This study has a twofold objective in defining a structural equation modeling (SEM) model: on the one hand, to measure the relationship between the perception of the performance of public services and the taxes allocated to them and on the other hand, to study the reflection of the perception of the performance of public services on the happiness and satisfaction of citizens.Design/methodology/approachTo achieve this objective, a descriptive cross-sectional study was carried out based on data from the “Public opinion and fiscal policy, 2022” questionnaire of the Centro de Investigaciones Sociológicas (CIS) through a survey with a sample of 2,543 citizens representative of the Spanish population. The partial least squares (PLS) method was applied to test the following hypotheses.FindingsThe result of this research allows us to know which variables in relation to citizens' perception of the functioning of public services have a positive influence on use of taxes and on citizens' happiness and satisfaction.Originality/valueOne of the novelties of this study is to analyse the effect of consumer perception on the performance of public services from the perspective of the welfare state by improving citizens' happiness and satisfaction.

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The evolution of Information and Communication Technologies (ICT) has changed the way we communicate. Access to the Internet and social networks has even changed the way we organise ourselves socially. Despite advances in this field, research on the use of social networks in political discourse and citizens’ perceptions of public policy remains scarce. So, the empirical study of politicians’ discourse on social networks in relation to citizens’ perception of public and fiscal policies according to their political affinity is of particular interest. The aim of the research is, therefore, to analyse positioning, from a dual perspective. Firstly, the study analyses the positioning in the discourse of the communication campaigns posted on social networks of Spain’s most prominent politicians. And secondly, it evaluates whether this positioning is reflected in citizens’ opinions about the public and fiscal policies being implemented in Spain. To this end, a qualitative semantic analysis and a positioning map is performed on a total of 1553 tweets published between 1 June and 31 July 2021 by the leaders of the top ten Spanish political parties. In parallel, a cross-sectional quantitative analysis is carried out, also through positioning analysis, based on the database of the Public Opinion and Fiscal Policy Survey of July 2021 by the Sociological Research Centre (CIS), whose sample is 2849 Spanish citizens. The results show a significant difference in the discourse of political leaders’ social network posts—which is more pronounced between right-wing and left-wing parties—and only some differences in citizens’ perception of public policies according to their political affinity. This work contributes to identifying the differentiation and positioning of the main parties and helps to guide the discourse of their posts.

PurposeThe main aim of this work is to design a model in which service quality receives satisfaction and trust and they have influence on happiness and loyalty.Design/methodology/approachA SEM-PLS model is designed to explain the happiness of athletes. This is tested through a survey of Spanish karate federates. The sample proposes 693 responses are collected.FindingsThe results indicate that service quality has a strong positive influence on satisfaction and trust, and it has an indirect influence on happiness and loyalty of the Spanish karate federates.Research limitations/implicationsThis article contributes to the literature increasing the knowledge of the variables that have positive influence, as antecedents of happiness and loyalty in karate federations.Practical implicationsThe results of this study can help the decision-making of the governing boards of sports federations so they will be more aware of the strategies that promote the happiness and loyalty of the athlete.Originality/valueOne of the original contributions of this work is that the model shows the loyalty, happiness, trust and satisfaction as a result of quality services.

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