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Article
Publication date: 4 June 2019

Patricia Picazo, Sergio Moreno-Gil and Dogan Gursoy

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the…

619

Abstract

Purpose

Examination of the image projected through photographs used in marketing materials can enable managers to identify opportunities for creating differentiated positioning in the marketplace. However, the impact of image projected through photographs has not received much attention in academic literature. This paper aims to establish a methodology using dynamic indices that allow a systematic comparative evaluation of the image projected through photographs used in marketing materials of lodging properties located in competing destinations. It also provides an empirical examination of the type of image projected through photographs of lodging properties in those destinations.

Design/methodology/approach

Analysis was conducted using a content analysis methodology. A total of 17,187 photographs of 5,820 lodging properties located in 15 different tourism destinations over a period of eight years were examined.

Findings

Results revealed that the proposed methodology based on dynamic comparative indices is appropriate for determining the projected image of lodging properties. The dynamic indices, which categorise photographs in three main categories: subject (people), activities (actions carried out) and contextualisation (location), allowed a systematic evaluation of the image projected of lodging properties in competing destinations. Results of the empirical analysis indicated important differences in the image projected through photographs among lodging properties located in 15 destinations.

Practical implications

This study provides the industry and destination marketing organisations (DMOs) with a useful and simple tool for comparatively evaluating the image projected by tourism accommodations. The methodology proposed enables managers to identify the current image and the changes in the image of their lodging properties, their destinations and those of their main competitors over the years, thus providing opportunities for development of more effective differentiation and positioning strategies in their respective target markets.

Originality/value

The proposed tool provides a methodology that can be used to categorise and evaluate the image represented on the photographs used in marketing materials to ensure the projection of the intended image. Furthermore, the proposed methodological tool enables managers to monitor the image projected through photographs used in competitors’ marketing materials and identify changes in their image projected over time.

Details

International Journal of Contemporary Hospitality Management, vol. 31 no. 8
Type: Research Article
ISSN: 0959-6119

Keywords

Available. Open Access. Open Access
Article
Publication date: 18 June 2024

Patricia Pilar Zirena-Bejarano, Gloria Parra-Requena, Abelardo David Quispe-Ambrocio and Willam Fernando Merma-Valverde

This article delves into the antecedents of business performance. The main aim of this study is to analyze the effect of knowledge transformation on business performance in firms…

504

Abstract

Purpose

This article delves into the antecedents of business performance. The main aim of this study is to analyze the effect of knowledge transformation on business performance in firms in the tourism industry and how cognitive and structural social capital heterogeneously moderate this relationship.

Design/methodology/approach

The empirical study was conducted on a sample of 300 firms from the tourism industry in Arequipa-Perú. The analysis was performed by means of partial least squares structural equation modeling, using the Smart PLS software.

Findings

Our findings show that knowledge transformation is key factor for increasing business performance. The results also highlight the significance of interorganizational relationships in this effect and the importance of analyzing each dimension of social capital separately. Thus, it is observed that cognitive social capital enhances the relationship between knowledge transformation and business performance, while (Sari and Indriani, 2023) structural social capital hinders it.

Practical implications

The findings assist practitioners in developing a shared culture, values and goals with their contacts to improve business performance. Furthermore, firms should establish bridging ties with external agents to avoid be stuck in excessively dense networks. Relationships with institutions can act as a bridging agent.

Originality/value

This paper analyses the unresolved question of how knowledge transformation affects the business performance of companies in the tourism sector as well as how different dimensions of social capital influence in this relationship. Addressing these two critical, but as yet unresolved questions, this study draws on absorptive capacity and social capital theories as an overarching framework to present a conceptual model that integrates both theories in order to analyze the effect of knowledge transformation on business performance in tourism firms and the role of structural and cognitive capital on this relationship.

Details

Journal of Hospitality and Tourism Insights, vol. 8 no. 11
Type: Research Article
ISSN: 2514-9792

Keywords

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Article
Publication date: 13 July 2021

Yeri Tordecilla Avila, Jana Schmutzler, Patricia Beatriz Marquez Rodriguez and Eduardo Gómez Araujo

This paper aims to evaluate whether entrepreneurs with an innovative product/service are more likely to formally register their businesses. Understanding the decision of business…

682

Abstract

Purpose

This paper aims to evaluate whether entrepreneurs with an innovative product/service are more likely to formally register their businesses. Understanding the decision of business registration as a rational choice of the entrepreneurs, where she weighs the costs versus the benefits of such formalization, the study expands the literature on informal entrepreneurship by looking at the benefit-side rather than the typically evaluated cost-side of an individual cost-benefit evaluation.

Design/methodology/approach

The authors relied on the Global Entrepreneurship Monitor (GEM) adult population survey to evaluate the hypothesis. Specifically, the authors used the GEM data of 2016 for Colombia, covering 2,069 observations (a representative sample at the country level), evaluating the relationship between innovativeness and business registration for the early stage of the entrepreneurial process. Given the nature of our dependent variable, the authors estimated a logistic regression model.

Findings

Different from what the authors hypothesized, they did not find empirical evidence for a positive correlation between an innovative product or service and business registration. Instead, businesses that compete with many others offering the same product/service have a higher tendency to register at the Chamber of Commerce. Contrarily of what might be suspected, opportunity-based entrepreneurship – as opposed to necessity-based – is not a relevant variable when formalizing a business, providing evidence for our hypothesis that necessity-based entrepreneurship cannot be equalized with informal entrepreneurship. Additionally, the authors show that an entrepreneur with higher socioeconomic status is more likely to register his company.

Research limitations/implications

The results provide first exploratory evidence that the benefit evaluation may play a role in formalizing a start-up, thus calling for future research that not only tackles the influence of registration costs and administrative burden but rather looks at the outcome of a cost-benefit analysis. The data imply several limitations which future research should address: variables measuring the innovativeness of the product/service are rather coarse measures and need to be expanded and detailed in future research. Additionally, the authors acknowledge that a relatively high number of missing values may generate a selection bias in our population sample. Finally, because of situating the research in a developing country, the research results may lack generalizability. Therefore, researchers are encouraged to test the proposed propositions further.

Practical implications

In a country like Colombia with very high levels of informality, it is necessary that the government fully understands the role of innovation in the formalization process of start-ups. The results indicate that a differentiation of support mechanisms to increase the formalization of businesses according to the different stages of their development may be necessary and that aside from costs, benefits of formalization play a role. A higher level of formality is not only related to economic growth but also much better protection of workers, therefore going beyond the reduction of registration costs and the implied administrative burden should be an additional public policy target for decreasing informality. Finally, the correlation of socioeconomic stratum with the decision to register hints at a varying evaluation of formalization, a point that merits attention by government and academia.

Originality/value

The study shifts the focus from the evaluation of solely costs for business registering as a barrier to start-up formalization to the cost-benefit analysis. The authors propose – and show – that such an evaluation is not generalizable for all kinds of business. Specifically, the authors show that a start-up is more likely to register when it competes with a large number of competitors than when it competes with a smaller number of others offering the same. At the same time, the authors also show that the stage at which the start-up company is at influences the decision to formalize.

Propósito

Este trabajo tiene como objetivo evaluar si los empresarios con un producto/servicio innovador son más propensos a registrar formalmente sus negocios, entendiendo la decisión de registrar el negocio como una elección racional, en la que el emprendedor sopesa los costos frente a los beneficios de dicha formalización. Este estudio amplía la literatura sobre el emprendimiento informal al plantear un análisis enfocado en los beneficios de una formalización del negocio.

Diseño/metodología/enfoque

Se utiliza la encuesta Global Entrepreneurship Monitor (GEM) Adult Population Survey para evaluar nuestras hipótesis. Específicamente, utilizamos los datos del GEM de 2016 para Colombia, cubriendo 2.069 observaciones (una muestra representativa a nivel de país), evaluando la relación entre una oferta innovadora y el registro de negocios para la etapa temprana del proceso emprendedor. Dada la naturaleza de nuestra variable dependiente, estimamos un modelo de regresión logística.

Conclusiones

Contrario a la hipótesis propuesta, no encontramos una correlación estadísticamente significativa positiva entre un producto o servicio innovador y el registro de empresas. En su lugar, las empresas que compiten con muchas otras empresas que ofrecen el mismo producto/servicio tienen una mayor tendencia a registrarse en la Cámara de Comercio. Asimismo, el emprendimiento basado en la oportunidad -en contraposición al basado en la necesidad- no es una variable relevante a la hora de formalizar un negocio, hallazgo en congruencia con a nuestra hipótesis de que el emprendimiento basado en la necesidad no puede equipararse al emprendimiento informal. Además, mostramos que un emprendedor con un estatus socioeconómico más alto tiene una mayor probabilidad de registrar su empresa.

Limitaciones/implicaciones de la investigación

Los resultados obtenidos proporcionan la primera evidencia exploratoria de que la evaluación de los beneficios puede desempeñar un rol en la formalización de una empresa de nueva creación, por lo que se requiere mayor investigación que no sólo aborde la influencia de los costos de registro y administrativos asociados, sino que examine el resultado de un análisis costo-beneficio. Los datos utilizados tienen varias limitaciones que una investigación posterior debería abordar: las variables que miden el carácter innovador del producto/servicio son medidas muy básicas y deben ampliarse y detallarse en futuros estudios. Además, el número relativamente alto de valores perdidos puede generar un sesgo de selección en nuestra muestra empleada. Por último, al situar nuestra investigación en el contexto de un país de desarrollo, los resultados pueden ser poco generalizables. Por lo tanto, futuras investigaciones deberían abordar en detalle los hallazgos presentados.

Implicaciones prácticas y sociales

En un país como Colombia, con niveles muy altos de informalidad, es necesario que el gobierno comprenda plenamente el papel de la innovación en el proceso de formalización de las empresas emergentes. Nuestros resultados indican que una diferenciación de los mecanismos de apoyo para aumentar la formalización de las empresas según las diferentes etapas de su desarrollo puede ser necesario. A su vez, además de los costos, los beneficios de la formalización juegan un papel importante. Un mayor nivel de formalidad no sólo está relacionado con el crecimiento económico sino también con una mejor protección de los trabajadores, por lo que ir más allá de la reducción de los costos de registro y de la carga administrativa implícita debería ser un objetivo adicional de política pública para disminuir la informalidad. Por último, la correlación del estrato socioeconómico con la decisión de registrarse sugiere que la evaluación de formalizarse varía dependiendo del estatus socioeconómico, un punto que merece la atención del gobierno y la academia.

Originalidad/valor

Nuestro estudio desplaza la atención exclusiva en los costos de registro de una empresa, y sus barreras asociadas, hacia el análisis costo-beneficio como parte de la evaluación y decisión de formalización de las nuevas empresas. Proponemos ‐y demostramos‐ que dicha evaluación no es generalizable para todo tipo de empresas. En concreto, demostramos que es más probable que una empresa emergente se registre cuando compite con un gran número de competidores que cuando compite con un número menor de otras que ofrecen lo mismo. A su vez, también mostramos que la etapa de desarrollo en la cual se encuentra la empresa emergente influye en la decisión de formalizarse.

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