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Objetivo: Explicar mediante un modelo ecuaciones estructurales la satisfacción de los pacientes, analizando la confianza en las medidas preventivas contra la COVID-19 como antecedente de esta satisfacción y el efecto que estas medidas puedan tener en la calidad del servicio y valor percibido. Diseño: Estudio observacional transversal. Emplazamiento: La encuesta online se envió a través de las redes sociales para reclutar a ciudadanos residentes en España. Participantes: La muestra final estuvo compuesta por 149 mujeres y 122 hombres. La edad media de los participantes fue de 36,73 años, todos usuarios de servicios sanitarios. Intervenciones: No se realizaron intervenciones en el estudio. Medidas principales: Las variables del estudio para el desarrollo del modelo de ecuaciones estructurales fueron: la confianza en el protocolo de seguridad COVID-19, el valor percibido, la calidad y la satisfacción del usuario. Resultados: Los resultados muestran un efecto directo y positivo de la confianza en el protocolo de seguridad COVID-19, el valor percibido y la satisfacción de los usuarios. Conclusiones: Se espera que el estudio sea de interés para el personal encargado de formular medidas de protección frente a la propagación de enfermedades, responsables de centros sanitarios y profesionales del marketing interesados en mejorar la satisfacción del usuario en el ámbito sanitario, mermada a consecuencia de la actual pandemia que vivimos.

Purpose Tourism sustainability is a challenge for 21st-century destinations – this paper aims to analyse smart destinations' sustainability through a case study of Benidorm, the first world destination to be certified under the UNE 178501 standard as smart tourism destination (STD). Design/methodology/approach The methodological component has been divided into developing a framework for measuring sustainability through economic, social and environmental open data. Moreover, studying the plan's contribution “Benidorm, Destino Turístico Inteligente y Sostenible” to the city's sustainability through a time series analysis. Findings The main contribution shows that Benidorm's transformation into an STD leads to more sustainable cities. Thus, the conversion of Benidorm into an STD has a sustained effect in the medium and long term, contributing to the sustainability of the city. Research limitations/implications An open question as a limitation is the subjectivity of the distribution of the relative weight of each indicator. However, statistical analyses are developed to explore the relationship between indicators and global sustainability. Practical implications The debate to contextualise this paper is bridging the gap between sustainability and tourism intelligence, giving an original framework for measuring destination sustainability that provides a reasonable starting point for comparing tourism sustainability in different destinations. Social implications Tourists in the 21st century prefer environmentally friendly tourism. Marketing campaigns based on destination sustainability must be based on data rather than mere slogans. Originality/value To the best of the authors’ knowledge, the originality of this paper provides a flexible framework for measuring sustainability from open data sources, being one of the first empirical analyses to study the effects on the sustainability of converting a mature destination into an STD.

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The aim of this chapter is to explore the determinants of mobile payment from the merchants' perspective through a bibliographical review and a qualitative and quantitative study to determine the factors that encourage or obstruct the use of mobile payment tools by merchants. This chapter presents a qualitative and quantitative study on the adoption of mobile payment from the merchants' perspective based on a previous literature review. The results reveal the main barriers in the adoption of the new mobile payment systems (users' lack of knowledge, trust in the payment system, cost of the payment system adoption, and lack of security) as well as the main advantages perceived by merchants (convenience and speed, security, and higher turnover). According to these results, several proposals are put forward for each participant in the adoption process to promote the use of mobile payments as well as some future lines of research.

The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

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