The millennials constitute an important group of consumers. Therefore, to know how they behave has become an important issue. This paper aims to explain who the millennials are, to explain who belongs to this generational group and why they have become an attractive group for different social and economic sectors, by showing the most outstanding attitudes, tastes and buying behaviors. This is a qualitative and transactional research based on the review of various scientific articles retrieved from specialized journals which have helped to establish a characterization of the most prominent elements that describe the millennials, based on some points of coincidence described by different authors. The findings suggest that millennials are a highly attractive market as they have grown up in an environment where technology provides a platform for personalization and immediate gratification in all aspects of life. Consequently, the buying process for them is a time of enjoyment, where loyalty to the brands they purchase is relative. Also, millennials tend to spend their income quickly and more often through the web, and particularly through social networks like Facebook. Also, the results show that the millennials are more attracted by virtual advertising as coupons or discounts. The results contribute to the literature by providing a description of millennial consumers; showing in detailed the importance of this market segment and their buying behaviors.

This descriptive study shows the evolution in the behavior of the millennium consumer, the influence of the culture, the society and the globalization in the making decisions. The millennium generation is well recognized as the generation whose consumptions are more oriented to ecological products. Also, their concern about the ecological impact of the supplies they use in their daily life, showing how the green marketing represents a marketing strategy that influences their purchase decision in Mexican consumers.

The objective is to analyze the impact of the location in the quality perception of customers. Data was obtained from the stars-based valuation of Airbnb website, considering a standardized option of accommodation just apartments of one room up to two guest maximum, with an average cost of USD 50 per night and located in four cities: New York and Miami in USA, and Mexico City and Cancun in Mexico, using a chi-square analysis to identify if there is a difference in quality perception considering if the destination place have beach or not. The results showed than departments located in New York had the most significant difference in valuation of quality of hosts.

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En este trabajo se presenta un análisis que proporciona una mejor toma de decisiones en un entorno de incertidumbre, dentro de la organización en el área de gestión de los recursos humanos (RRhh). En este proceso se busca minimizar l a incertidumbre mediante el uso de criterios cuantitativos y cualitativos. Haciendo uso de fuzzy logic se toma como criterio de cálculo el uso de las distancias de Hamming y Euclidiana promoviendo una toma de decisiones más eficiente y eficaz, lo que llevará a las empresas a una posición competitiva al contar con capital intelectual sobresaliente.

El impacto del uso de las Tecnologías de la Información y la Comunicación (TIC) en el sector turístico y la utilización de la red social Facebook, por parte de los turistas, es cada vez mayor, lo que ha llevado a que la reputación digital sea hoy en día un activo intangible de gran valía para el sector hotelero. La digitalización ha transformado el proceso de toma de decisiones de los turistas, la forma en que buscan información, consideran y evalúan servicios de hospedaje, y realizan reservaciones o compras en línea. En esta investigación se presenta cómo se configura el sector hotelero de México de acuerdo al Sistema de Clasificación Hotelera (SCH) que permite a la Secretaría de Turismo (SECTUR) en México asignar a los hoteles una categoría representada por estrellas. También se muestra la calificación que hacen los usuarios de Facebook en las páginas de los hoteles registrados en el SCH para establecer la correlación entre estos mecanismos de evaluación que representan reputación. Además, a partir de la propuesta de Floreddu y Cabiddu (2016), se realiza un análisis netnográfico de la estrategia de comunicación digital del sector hotelero en México. La investigación permite confirmar la importancia de la reputación digital en el sector hotelero y la falta de una estrategia comunicativa en el manejo de la red social Facebook al ser utilizada por la mayoría de los hoteles como un canal más de comunicación sin priorizar lo social del medio.