PurposeThe main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.Design/methodology/approachThe proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.FindingsAccording to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.Originality/valueThe study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.

Those in charge of tourism destinations face the need to create tourism development models compatible with the essence of the localities that they manage. These models have to be sustainable, both environmentally and socially, and also must become drivers of the local economy. However, tourists also generate negative impacts in the locality which, when they are perceived by the residents, can give rise to a rejection of visitors. Hence, improving the tourism management is necessary. This is why to know the residents’ perceptions about the impacts of tourism is essential. Moreover, measuring the impact effects on their satisfaction with the public administration of the destination can be of great usefulness. This study falls into this research line, as it proposes a model to measure these impacts and their effect on satisfaction. To do so, an empirical study is performed among residents in the city of Seville (southern Spain, one of the most visited destinations in the world), based on subjective economic, social, and environmental indicators. The results show that the citizens value three types of impacts, the social impact coming after the economic impact as to its influence on their satisfaction with the administration. Based on this, we postulate that the efforts made to attract events to the city, or to improve connections to access a broader market, must be approached as public procurements in which selection criteria that are compatible with the destination’s positioning and strategy prevail. Social and environmental criteria should be considered among these criteria.

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This research arises from the need to accelerate the diffusion of sustainable mobility and the call for research on this topic. The Sustainable Development Goal 11 of the 2030 Agenda, the scientific articles on sustainable mobility systems and the advance of micro-mobility, shared mobility, Mobility on Demand (MOD) or Mobility as a Service (MaaS) in recent years manifest the importance of sustainable urban development. Given this reality, this paper explores the elements and factors that condition the adoption of a sustainable mobility mode of transport. An empirical study was carried out in the city of Seville through an electronic questionnaire delivered to university students. Our exploratory approach is an innovative point of view that can help us to better understand the reasons for the successful adoption of sustainable mobility modes of transport. The most relevant results of this study indicate that the user’s perceived impacts on sustainability and customer forces influence the adoption of a mode of transport by citizens, whereas the product forces seem not to influence thTABLEis. Therefore, cities and companies that have put their emphasis exclusively on improving mobility products and services, without taking citizens into account, are less likely to succeed. Additionally, governments should consider that economic issues or environmental concerns of citizens act as drivers of innovation in urban mobility.

Al objeto de impartir clases motivadoras para mis estudiantes que propicien un aprendizaje más profundo, he diseñado, aplicado y evaluado un Ciclo de me- jora en el aula (CIMA) para la asignatura Dirección Comercial. Esta asignatura es obligatoria en el tercer curso del Grado en Administración y Dirección de Empre- sas en la Universidad de Sevilla. El Curso General de Docencia Universitaria (Curso GDU), realizado a comienzos del curso 21-22, ha sido mi referente. El presente tra- bajo presenta el diseño del CIMA, las principales dificultades en su aplicación, sus logros y su evaluación. Entre los aspectos más destacables, encontramos un con- tenido problematizado y un cambio en la secuencia de actividades del modelo metodológico. Así, el planteamiento de problemas comerciales se sitúa antes que la explicación de la teoría, siguiendo un sentido opuesto al habitual. Pretendo dar un papel más protagonista al estudiante en su aprendizaje. Entre los logros al- canzados resaltan la participación de prácticamente todos los asistentes, la moti- vación e implicación del estudiante, la interacción entre estudiantes, así como la mejora en el proceso de aprendizaje tanto a nivel grupal como individual. Palabras clave: Dirección comercial, grado en administración y dirección de empresas, docencia universitaria, desarrollo profesional docente, marketing.