The present work examines the competitive strategies of tourist destinations and proposes that value-creation among tourists during their entire experience of a destination (before, during, and after their stay) is an antecedent of increased destination brand equity. This value-creation is conceptualized and measured from the service-dominant logic perspective. The research objective is achieved by (a) identifying the dimensions of customer-based destination brand equity and tourist value-creation; (b) validating the scales generated for the measurement of both variables; and (c) proposing a model that captures the antecedent effect of value-creation on customer-based destination brand equity. The findings reveal that value-creation is an antecedent by which the customer perceives greater destination brand equity. The results of the study make a contribution to the specialized literature on tourism and service-dominant logic and offer interesting implications for the professional domain.

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Purpose: To disentangle the ways in which social norms shape entrepreneurial intentions of university students and to analyse the moderating effect of gender that may arise.Design/methodology/approach: We have used the entrepreneurial intention model based on Theory of Planned Behaviour (TPB) literature and moderated by students' gender affecting this intention. We tested some hypotheses using data from undergraduate business students in Spain and their entrepreneurial intentions. Findings:Our results suggest that perceived behavioural control and attitudes affect the entrepreneurial intentions of university students towards entrepreneurship while subjective norms do not. Furthermore, our findings reveal that the moderating effect of gender has a positive influence for women in the relationship between those subjective norms and the perceived behavioural control. However, as to some research done so far, the moderating role of gender does not seem to have a particular effect on predicting entrepreneurial intentions when moderating TPB dimensions.-92-Intangible Capital -http://dx.doi.org/10.3926/ic.557Practical implications: G iven the socio-e co nomic bene fits attributed to entrepreneurship, the results allow the design of more effective education initiatives and policies.Originality/value: This research provides support for the application of the TPB, allowing for a better understanding of gender differences in entrepreneurial intentions.

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The aim of this work is to understand the moderating effects of tourists' prior experiences of a given destination on the process of image formation (in both its cognitive and affective dimensions) for that destination and on the influence that the imagetogether with the tourist's satisfaction -has on their loyalty-driven behaviours as expressed in the intention to recommend. To achieve this aim, a sample of 512 tourists was used and a multi-group analysis performed, distinguishing between first-time and repeat visitors. The findings reveal that experience has a moderating effect on the formation of the cognitive image and on the influence of the tourist's satisfaction on the overall image of the tourist destination. These findings have significant management implications in the context of helping to create and appropriately manage the image of a tourist destination.

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The present work tests the effect of the online differentiation strategies employed by rural accommodation enterprises (RAEs) among different segments of the tourist population. More specifically, the following aspects are identified: (1) the different tourist segments that undertake rural tourism; (2) the various online differentiation strategies adopted by RAEs; and (3) the effect of these online differentiation strategies on tourist behavior, by segment (in terms of perceived value). The results reveal that when the main motivation of tourists is to experience the destination itself, it is strategies based on convenience and rural identity that most influence perceived value; when tourists are more motivated by enjoying the services and facilities provided by the RAE, strategies based on convenience and reputation are those with the strongest influence on perceived value; and when tourists are interested in undertaking activity holidays, it is strategies based on convenience, reputation, and rural identity that most influence perceived value.

Market orientation (MO) is considered as a competitive strategy for the smaller service enterprises based in rural locations. A model is proposed and validated for the rural tourism sector that encompasses the effects of MO and of the use of information and communications technology (ICT) on business activity, taking into account the business's financial results, improvements to the rural location, and the more personal, intangible impact on the local entrepreneur.ICT is found to have a positive impact on MO and outcomes, whereas, similarly, the adoption of MO is found to have a positive effect on outcomes.