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Papers by Ana B. Casado-Díaz

El presente libro surge de la insistente demanda por parte de los alumnos por disponer de un text... more El presente libro surge de la insistente demanda por parte de los alumnos por disponer de un texto de apoyo a la docencia de la asignatura de "Direccion Comercial I" impartida en el tercer curso de la licenciatura de Administracion y Direccion de Empresas de la Universidad de Alicante. Asi, las autoras ofrecen un libro que engloba temas de interes para los alumnos universitarios de marketing y para aquellos profesionales con inquietudes en dicha materia.Direccion Comercial: Los Instrumentos del Marketing aporta al lector los conocimientos indispensables para un buen entendimiento de las herramientas de marketing que pueden estar a disposicion de la empresa, apoyado con multitud de esquemas, cuadros resumen y lecturas recomendadas que ayudan a una mejor comprension de los contenidos. Consta de cuatro partes claramente diferenciadas que recogen las distintas decisiones a tener en cuenta para dirigir las politicas y estrategias del plan de marketing. En concreto, el primer ca...

International Journal of …, 2007

Purpose Research has shown that more than half of attempted recovery efforts only reinforce dis... more Purpose Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a double deviation effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. To fill this gap, this paper aims ...

Current Issues in Tourism

Cuadernos de Geografía de la Universitat de València

El presente trabajo tiene como objetivo profundizar en el análisis de los patrones de comportamie... more El presente trabajo tiene como objetivo profundizar en el análisis de los patrones de comportamiento espacio-temporal de los visitantes en destino, una escala de trabajo insuficientemente desarrollada. La investigación aplica un enfoque multimétodo, que combina el uso de GPS con una encuesta, al conocimiento de los patrones espaciales de los cruceristas que visitan la ciudad de Valencia de manera independiente. Los resultados obtenidos evidencian la polarización de los flujos en el centro histórico de la ciudad, dentro de un patrón mayoritario de único nodo, una dinámica que conviene gestionar adecuadamente para prevenir la congestión y poner en valor otros atractivos urbanos. La redistribución de flujos resulta aconsejable pero no es sencilla. Medidas como la redistribución mediante una oferta variada de excursiones plantea dificultades mientras que una mejor adaptación de las líneas de la red de transporte más utilizadas por los cruceristas puede tener efectos más positivos.

Journal of Travel & Tourism Marketing

Journal of Sustainable Tourism

Journal of Destination Marketing & Management

Current Issues in Tourism, 2018

The purpose of this research is to examine the effects of different webcare strategies (defensive... more The purpose of this research is to examine the effects of different webcare strategies (defensive, accommodative, no action) across two different types of social media (TripAdvisor and Twitter) on hotel attitude and booking intentions. The results of an experimental design show that negative electronic word-of-mouth (NWOM) has a negative effect on attitudes and booking intention. Moreover, the benefits derived from the type of response vary depending on the social media type in which NWOM appears. The findings also suggest that no response is worse than either defensive or accommodative responses.

Journal of Business Research, 68 (7), pp. 1488‐1495, 2015

Studies highlight the importance of corporate social responsibility (CSR) for companies' stakehol... more Studies highlight the importance of corporate social responsibility (CSR) for companies' stakeholders. Consumers, however, are often unaware of such initiatives. Understanding how to effectively communicate socially responsible initiatives is an important challenge for both researchers and managers, who invest considerable resources
in CSR initiatives. This study examines consumers' responses to two types of CSR initiatives (environment- related and employee-based) using two types of message appeals (emotional and rational) across two
service types (hedonic and utilitarian). Responses provide data on consumers' awareness of CSR initiatives, attitudes toward the company, perceived company uniqueness, emotional response, and attributions of company motives to engage in CSR activities. Rational appealsmore effectively communicate environment-related CSR initiatives,
whereas emotional appeals more effectively communicate employee-based CSR initiatives. Effects on consumers' attributions of companymotives to engage in CSR are significant in both service types. Finally, rational message appeals affect consumers' CSR awareness and emotional responses in utilitarian service.

Scandinavian Journal of Hospitality and Tourism

International Journal of Tourism Cities

Purpose The purpose of this paper is to provide a deeper understanding of the relevance of shore ... more Purpose The purpose of this paper is to provide a deeper understanding of the relevance of shore excursions in the distribution of cruise passenger flows; an approach which has been overlooked by many studies on cruise tourism. Specifically, the paper focuses on two destinations: Barcelona, a mature cruise destination suffering from the impact of overcrowding; and Valencia, an emerging cruise destination facing the risk of future (similar) impacts. Design/methodology/approach The method used is multiple-case study with replication logic. First, web content analysis is conducted of shore excursion descriptions of the destinations selected so as to identify the itineraries, as well as the municipalities and the specific tourist attractions included in the tours. Then, word-processing tools are used to create a regional and local data set to arrange the narrative data. Finally, density maps are drawn in order to examine the different visitor flows within the tourist hinterlands from th...

RESUMEN El Espacio Europeo de Educación Superior destaca la importancia de las competencias para ... more RESUMEN El Espacio Europeo de Educación Superior destaca la importancia de las competencias para el aprendizaje del alumno y de la adecuación de los instrumentos de evaluación en relación a los objetivos, contenidos y competencias de una asignatura. La mera transmisión de conocimientos y de contenidos debe ser transformada en una nueva formación en las competencias que un graduado tendrá que utilizar en el mundo profesional. Nuestro trabajo analiza las posibilidades que ofrece la metodología docente del trabajo de investigación autónomo, a través del análisis del impacto de la implementación de dicha herramienta sobre las notas de los alumnos de Dirección Comercial II y sobre la percepción de estos alumnos hacia dicho método. Los resultados evidencian un mayor porcentaje de alumnos aprobados y una mayor nota media obtenida en el curso de implantación del trabajo autónomo. Asimismo, la mayoría de los alumnos percibe el trabajo como una buena forma de evaluar la asignatura, considera ...

Kybernetes, 2014

Purpose – This study aims to examine the relationships between a firm's corporate social resp... more Purpose – This study aims to examine the relationships between a firm's corporate social responsibility (CSR) activities and its performance and risk. The authors hypothesize that industry-level effects are highly determinant of the sign and magnitude of these relationships to establish a ranking of industries to identify the position of the most prominent tourism-related industries: hotels and airlines. Based on the cybernetic model of decision making and the heuristics thereof, shareholders base their investment decisions derived from CSR announcements on the idea that the industries behave differently; their fixed costs being a relevant factor. Design/methodology/approach – The authors estimate the industry-specific effects of CSR initiatives on firms' performance and risk using a sample of 583 announcements from the Spanish Stock Market. Findings – The results show that while CSR announcements have a positive effect on performance when the authors do not account for indu...

… papers= Documentos de …, 2004

This article focuses on the impact of third-party complaints on firm performance. We propose two ... more This article focuses on the impact of third-party complaints on firm performance. We propose two research hypotheses, which are developed from the literature of dissatisfaction, emotions, and economics. The methodology is based on an event study to estimate variation in firm share returns in the stock market due to the publication of the Annual Complaints Service Report by the Bank of Spain; as well as a regression analysis to examine the impact of the number of complaints per branch on the variation obtained. The empirical focus is on a sample of eleven banks to which complaints were made and which were quoted on the Spanish Stock Exchange between 1992 and 2001. The results show a negative impact of the publication of these annual complaint reports on the share returns of the banks concerned. Additionally, these returns have a negative relationship with the number of complaints per branch.

International Journal of Bank Marketing, 2009