Cambra-Fierro, Jesús

Catedrático/a de Universidad
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Universidad Pablo de Olavide
Organización de Empresas y Márketing
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Comercialización e Investigación de Mercados
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Now showing 1 - 2 of 2
  • Publication
    Destination recovery during COVID-19 in an emerging economy: Insights from Perú
    (Elsevier, 2022-01-06) Cambra-Fierro, Jesús; Fuentes Blasco, María; Huerta-Álvarez, Rocío; Olavarría Jaraba, Ana
    The onslaught of the COVID-19 pandemic has had a critical impact on the travel and tourism sector. Tourist destinations in developing countries are even more susceptible to negative trends of this sort due to the importance of tourism in emerging economies and the peculiarities of their infrastructures and healthcare systems. In such a context, the research develops a Partial Least Square (PLS) path modeling to analyze the impact of destination image and perceived health safety on perceived destination quality. We also assess the extent to which perceived quality impacts degree of destination loyalty and customer engagement. Results are based on a sample of 250 travelers visiting Lima during December 2020-January 2021.
  • Publication
    The interplay between social media communication, brand equity and brand engagement in tourist destinations: an analysis in an emerging economy
    (Elsevier, 2020-02-27) Huerta-Álvarez, Rocío; Cambra-Fierro, Jesús; Fuentes Blasco, María
    The consolidation of Web 2.0 has modified the way people communicate and interact with tourists. User-generated social media communication continues to increase: to the detriment of traditional media channels, where the message is controlled by destination marketing organizations. Moreover, uncontrolled user-generated communication is increasingly considered more reliable than traditional, controlled communication. All this has considerably modified tourist perceptions regarding destination image and brand equity. From a business perspective, a line of thought addressing the study of these interrelationships has emerged in the literature, going so far as to consider their impact on brand engagement. Despite the current prevalence and relevance of social media communication as a loyalty-building factor in a context as competitive as the tourism sector, relatively little literature has addressed it in emerging tourist destination scenarios. Hence, the present paper presents an analysis of how – and to what extent – social media communication, both controlled and uncontrolled by the destination organization, has an impact on destination brand equity and destination brand engagement. More specifically, this study applies it to an emerging economy scenario: Metropolitan Lima, Peru. The implications of our research, presented at the end of the paper, are of interest – both as a contribution to the literature and from the perspective of tourist destination management – and can serve to aid the economic and social development of emerging economies.