The main objective of this research is to propose a hierarchy of effects model to study three antecedents of green brand image, such as trust, satisfaction and loyalty, and to examine the relationships between these variables. In this context, we investigated how these variables have been applied in the Spanish hotel management strategies for influencing consumer attitude and behavior. To test the proposed model empirically, personal surveys of 732 hotel customers were conducted in five Spanish cities using a structured questionnaire. A structural equations model was developed to test the research hypothesis. The main results indicate positive relationships between the green image and loyalty, the green image and satisfaction, the green image and trust. In addition, there are positive relationships between trust and loyalty, and finally between satisfaction and loyalty. From a practical point of view, hotel chains and their marketers must improve their green image through the correct design of activities, actions, and strategies to increase their clients’ trust, satisfaction, and loyalty. In addition, the hotel chains must design green communication campaigns through their own and paid media to ensure that customers talk about them, and as a result, be able to influence the attitude and behavior of their customers. The results of our research provide a better understanding of the relationships between the green image, trust, satisfaction, and loyalty, following the framework of the hierarchy of effects model. By complementing previous studies on green image creation, this study offers an assessment of how green marketing strategies in the hotel industry increase trust, loyalty, and customer satisfaction.

This study aimed to identify quantitative and qualitative KPIs for the implementation of apps and use of digital data in healthcare management. To this end, a systematic review of the literature was undertaken to analyze relevant scientific articles downloaded from reputed scientific databases (Scopus, PubMed, PsyINFO, ScienceDirect, and WOS). The databases were searched using the following keywords: “Big Data,” “Artificial Intelligence,” “Mobile Technologies,” “APP,” “Disease,” “Geolocation,” and “Health.” Subsequently, 25 qualitative and quantitative KPI values, as rating, product quality, or unique users, were identified for the successful preparation and management of healthcare based on apps and the use of digital data.

This research analyzes the profiles and professional skills required from graduates in Advertising in Spain by companies and recruiters. We carried out a content analysis of the job offers addressed to graduates in Advertising published in January 2019 in Spain on the digital platform LinkedIn. The offers information was systematized in categories related to descriptive data (type of contract, data on required skills, etc.). The analysis of the results reveals a certain degree of confusion on the part of the companies when it comes to establishing the limits between the profile and professional skills of a graduate in Advertising and those of graduates in Fine Arts, Marketing and Business Administration. The analysis has also confirmed the significant changes that the digital age has generated in the profiles and professional skills described in higher education with respect to those currently in demand in the labor market.

The main aim of this paper is to see, whether a theoretical model on tourism image management applied through the social media platform Instagram, can analyze image affected by Covid-19 pandemic. This paper presents research of the cases of the Balearic and Canary Islands. The methodology is based on content analysis that studies use of hashtags and visual materials. Results confirm that it is crucial to follow up Instagram on the current situation, as it gives credibility in terms of a “safe destination”.