The purposes of this study are to demonstrate how it is possible to determine which attributes are the most important in the final choices of tourists who use a travel agent brochure as a source of information and how these attributes influence perceived value in a pre-purchase stage. We conduct the study in three phases: (i) a qualitative study, (ii) an experiment using choice-based conjoint analysis by means of a fractional factorial experimental design and (iii) another experiment using a full factorial derived from the same design. Results suggest advertisement size, a hotel's starred rating and price influence perceived value at this stage. The presence of a positive combined effect of price and advertising was found. Implications and directions for future applications are offered, focusing particularly on marketing services.
La saturación de los medios de comunicación y el avance de las nuevas tecnologías de la información y de la comunicación han consolidado Internet como un nuevo canal comercial y de marketing. En este contexto surgen nuevas estrategias de promoción en Internet que facilitan a empresas y organizaciones obtener un buen posicionamiento en los buscadores e incrementar el tráfico en su página web. Los objetivos de este artículo son: 1) contextualizar el marketing basado en buscadores (SEM) y en especial las acciones o estrategias de optimización del posicionamiento (SEO); 2) identificar y clasificar las acciones SEO que las empresas realizan o podrían realizar para mejorar su posicionamiento, y 3) realizar una observación empírica, centrada en las librerías de ámbito español (venta de libros), que permita cuantificar el grado de utilización de acciones SEO y su efectividad según el posicionamiento observado en las páginas de resultados de los buscadores. Se analizan los resultados obtenidos, las limitaciones del estudio y se comentan futuras líneas de investigación.
This paper describes the new course "Introduction to ICT Engineering" which has been conceived, designed and implemented at Telecom-BCN (ETSETB-UPC) from initial specifications and restrictions. It is the first of a series of four project subjects distributed throughout the new curricula. It is organized in three parallel paths covering the systemic vision of complex ICT systems, the basic concepts of economics, business and project management and the physical realization of a design-build project. In the first 5 years, this project is beling performed using the SeaPerch platform, a small underwater robot developed at MIT Sea Grant. A payload which includes measurement and communications subsystems is designed and built. After testing with small groups for two semesters, the course will be undertaken with around 250 students in the spring semester of this year.Peer ReviewedPostprint (published version
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