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Purpose – The purpose of this study is to analyse how tourists form the cognitive, affective and unique images of a tourism destination, taking into account that: travellers use user-generated content (UGC) as one of the more important sources of information about the destination, sources of information influence on travellers’ motivation to visit some destination and motivations influence on the dimensions of the destination image. Design/methodology/approach – Taking into account the works of Beerli and Martin (2004), Seabra et al. (2007) and Qu et al. (2011), this paper proposes an integrative model that shows how different types of information sources influence on individuals’ motivations, as well as the different dimensions of the image of the tourist destination are influenced by tourists’ motivations. Moreover, the design and validation of new scales of measures, adapted to the new tourist profile 2.0, is proposed. The model is empirical tested by analysis of 541 national and international tourists, as well as residents in Mallorca: data were analysed using a structural equations model. Findings – The results confirm the strength and robustness of the constructed theoretical model, and contrasting the assumptions made in the work. Likewise, also confirms the validity and adequacy of the proposed new scales of measurement to the current reality of the tourism sector. The principal conclusions obtained are: motivations for visiting a place are influenced by information sources consulted by tourists, among which social media can be included; cognitive image is influenced by travellers’ motivations; and affective image is influenced by cognitive one. From these results, some managerial recommendations are suggested. Research limitations/implications – The present study offers important contributions for both researchers and managers in the field of destination brand image management. At theoretical level, the work provides a deep review of the literature, that has permitted the construction of a strong and robust theoretical model, as well as the design and validation of new measurement tools. Both are designed from the rigour and precision that provides scientific research, allowing the understanding and analysis of the current situation of the tourism sector. On the other hand, the work has important implications on a practical level, providing strategic management and travellers destination marketing organization stakeholders. Originality/value – This study constitutes an initial, but also newness approach to this line of research. The construction of a theoretical model that: contemplates UGC as information source, and considers the direct and moderating relationships between different variables such as information sources, motivations and the various dimensions of the image.

This research investigated the effect of the food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the consumer´s intention to buy. Data was collected from a survey of 512 Mexicans fast-food consumers. Structural equation modeling was used to test the hypothesized associations. The results showed that food values and positive anticipated emotions absolutely impact the attitude toward the brand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positive anticipated emotions impact stronger than food values, and the best way to get a purchase intention is toward the attitude of the brand rather than attitude toward eating a hamburger. The authors discussed inferences and suggestions for consumer approaches.

Purpose The purpose of this paper is to understand consumers’ behaviour in fast-food restaurants in Spain. To this end, the authors conducted a survey that combined a classification of food values, as proposed in the relevant literature, with a related model that links personal values to behaviour. Design/methodology/approach A sample of 400 consumers was gathered from two different, leading fast-food chains operating in Spain. With these data, respondents were grouped through hierarchical cluster analysis and K-measures, and in accordance with Lusk and Briggeman’s (2009) food values and the food-related lifestyle model. The authors validated these clusters by means of ANOVA and discriminant analysis, which led to useful observations about inter-group differences in consumers’ habits, as well as their satisfaction, trust and loyalty. Findings The results indicate that consumers can be clustered into three groups based their food values assessments: the “mainly utilitarian” group, the “mainly hedonic” group and the “ethical values” group. These groups not only demonstrate diverse habits, but also differ on key variables such as satisfaction, trust and loyalty. Practical implications The authors offer several managerial recommendations for designing and developing segmentation strategies in the fast-food industry. Any such strategies should acknowledge that all consumer groups appear to value restaurants’ efforts to provide them with both hedonic and utilitarian benefits, although the extent varies across groups. Originality/value Among the relevant literature, this research is the only one that examines the existence of distinct consumer groups based on their food values assessments. In addition, this paper analyses inter-group differences in terms of both diverse consumptions habits (frequency of visits, expenditure, etc.) and key marketing variables (satisfaction, trust and loyalty).

PurposeCulture makes firms unique and, depending on the implemented pattern of social and managerial culture, technology, and innovation, it can have an important influence on the personality and behaviour of the firm. Although a cultural model of market orientation encourages product innovation and fosters cooperative relationships with clients, few studies analyse this important relationship from a service perspective. This research seeks to investigate the relevance of market orientation for the firm's client cooperation relationships in developing radical innovations in the service sector.Design/methodology/approachA descriptive investigation uses 433 Spanish service firms that introduced radical innovations in their product fields in the past two years. The paper conducted four discriminant analyses: one for the total sample of firms and three for the sub‐samples defined by the extent to which firms use information and communication technologies (ICTs) in their activities.FindingsThe four models reveal that customer orientation, competitor orientation, and inter‐functional coordination provide means to differentiate between firms that cooperate with their clients to innovate and firms that do not. In each model, the significance and weight of the three variables change, depending on the degree to which the firms use ICT. Therefore, the distinction between firms that cooperate and those that do not is possible mainly for the total sample of firms. For the sub‐samples, not all MO dimensions can discriminate this way.Practical implicationsThis study offers important contributions for both researchers and managers in the field of service innovation. It identifies explicitly the relationship between market orientation and cooperation, which makes it possible to extend the study and enhance comprehension of this concept to the relationship that the firm has with other agents in the value chain. Market orientation, as an inter‐firm phenomenon, may favour the design of market orientation strategies that offer superior value to the market. On the other hand, the empirical analysis shows which factors (philosophical principles, strategic implications of proactive market orientation) have the highest discriminatory power for innovative firms, according to their sector of activity. This work also identifies market orientation as an element that fosters a cooperation strategy.Originality/valueDespite the importance of market orientation for developing cooperative relationships with clients, few studies analyse the relevance of these relationships in the firm's service innovation process. The findings thus offer a valuable contribution by showing the relevance of this relationship in developing new service innovations. Furthermore, the application of Spanish ICT contributes to existing research in Spain.

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