This article is distributed under the terms of theCreative Commons Atribution 4.0 Internacional LicenseinstitutuaenpresaInstituto de Economía Aplicada a la EmpresaManagement Letters / Cuadernos de Gestiónjournal homepage: http://www.ehu.eus/cuadernosdegestion/revista/es/ISSN: 1131-6837 / e-ISSN: 1988-2157Management LettersCuadernos de GestiónEnpresa Institutua, UPV/EHUConocimiento en Gestión/Management KnowledgeN.º 1, año 2020 • ISSN: 1131-6837 / e-ISSN: 1988-2157Introduction to the Special Section: Tourism & LeisureIntroducción a la Sección Especial: Turismo & OcioInés Küsteraa University of Valencia. Faculty of Economics. Ava Tarongers s/n, 46022, Spain. [email protected] https://orcid.org/0000-0002-8688-9175A R T I C L E I N F ODOI: 10.5295/cdg.201414ikAs Han, Kim and Hyun (2011) point out, companies in tourism & leisure industrystrive to create a unique visitors’ experience by improving their service quality to retaininternational guests. Regardless of the type of tourism and leisure activity in question,the aim of tourism & leisure industry is to get visitors to a destination or event andultimately get their loyalty (Jeaheng, Al-Ansi and Han 2020). In order to reach thisobjective, academics have studied those key aspects that can influence the visit to a certain destination or event. In this sense, in this special issue, diverse research has beenpresented. These papers are not alien to the development of new technologies and howthey can help the intentions of visiting a destination.In this context, and following previous works (i.e. Rather, Tehseen, Itoo and Parrey 2019), some key concepts underlie as a common fundamental basis in several papers. Concepts such as satisfaction, quality, trust or commitment are revealedas clear antecedents to the intention of visitors. For example, in the article entitled“Increase the influence of the travel video bloggers by using Youtube to sell tripsindirectly through relationship marketing and service quality online”, Sarmiento, DeEsteban and Antonovica, with a sample of 1245 young university students, focus onthe relationship between the e-service quality provided by travel youtubers and e-relationship quality with users, formed by trust, satisfaction and commitment. Theirresults show that dimensions of quality of service (information and communication)are the ones that affect the most in the development of the quality of relation. Theauthors propose that relationship quality must be defined as a multi-dimensionalconstruct where trust, satisfaction and commitment must be the main dimensionsthat may be influenced from it (acting as an antecedent) or may be admitted of otherdimensions (acting as consequents).Ballina, Valdés and Del Valle, in their article entitled “Quality marks as an economic consolidation factor for rural tourism”, also center their efforts on analyzingthe determinants of quality, as an antecedent to visitor’s loyalty. These authors reviewthe literature on the perceived benefits of quality standards, paying particular attention to rural accommodation. They use data from the “Demand Survey”: an annualsurvey of the directors of the hotels from 2005 to 2015, considering only the ruralhotels of categories 1, 2 and 3 stars with the rural quality brand “Casonas Asturianas”.Their results show that quality certificates are signs of differentiation that customersvalue and allow to avoid the use of price as a promotional tool. As the authors statetheir results provide evidence about the relationship between the quality rural standard and the rural hotels’ economic performance. Additionally, their conclusions indicate the presence of some distinctions in the self-selection bias, explicitly referringto high season tariffs.Management Letters / Cuadernos de Gestión 21/1 (2021) 91-9292 I. KüsterRelated to price, specifically non-monetary price, the paperentitled “Non monetary price perceived in e-peer-to-peer accommodation. Airbnb guests’ perspective, authored by Küsterand Pascual focuses on 136 Airbnb guests. The authors state thatalthough monetary price is a key variable in predicting buyingbehavior, non-monetary also can play a determinant role. Theirresults show that past experience, financial risk, and time riskinfluence the non-monetary perceived price, and this price andpast experience affect guest intentions.Related to leisure industry, Pérez-Gálvez, López-Guzmán,Gómez-Casero and Medina-Viruel, with a sample of 305 attendees to the QurtubaJazz Festival in Córdoba, emphasize theimportance of motivations, satisfaction and loyalty. The conclusions of this article, entitled “Satisfaction and loyalty in musicalfestivals. Study based on the level of jazz musical knowledge”stand out the existence of different patterns regarding satisfaction and loyalty according to the knowledge of the attendeesabout the different genres of Jazz. The authors highlight the important role of cultural motivations as a differentiating characterthat could affect intention to re-visit the festival.This Special Section also includes a more methodological article, entitled “Methodological elements to design a citybranding with the use of grounded theory” that analyzes the keyelements to build a city branding, using the Grounded Theoryand a qualitative approach. As Torres-Zamudio, González-Castro and Manzano-Durán underline, their proposal offers a precise definition of specific city branding and established strategicplanning, management environment, and fundamental branding structure as those key founding elements for any particularcity branding. This paper presents an advance in line with thework of Chen, Zhou, Zhan and Zhou (2020) that underlines theimportance to focus on brand destination in order to influencerevisit and recommendation intentions.ReferencesChen, R., Zhou, Z., Zhan, G., & Zhou, N., 2020. The impact of destination brand authenticity and destination brand self-congruenceon tourist loyalty: The mediating role of destination brand engagement. Journal of Destination Marketing & Management, 15, 100402.Han, H., Kim, W., & Hyun, S. S., 2011. Switching intention modeldevelopment: Role of service performances, customer satisfaction, and switching barriers in the hotel industry. InternationalJournal of Hospitality Management, 30(3), 619–629. doi:10.1016/j.ijhm.2010.11.006Jeaheng, Y., Al-Ansi, A., & Han, H., 2020. Impacts of Halal-friendly services, facilities, and food and Beverages on Muslim travelers’ perceptions of service quality attributes, perceived price, satisfaction,trust, and loyalty. Journal of Hospitality Marketing & Management,1-25.Rather, R. A., Tehseen, S., Itoo, M. H., & Parrey, S. H., 2019. Customerbrand identification, affective commitment, customer satisfaction,and brand trust as antecedents of customer behavioral intention ofloyalty: An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science, 29(2), 196-217.Management Letters / Cuadernos de Gestión 21/1 (2021) 91-92Copyright of Cuadernos de Gestión is the property of Cuadernos de Gestion and its contentmay not be copied or emailed to multiple sites or posted to a listserv without the copyrightholder’s express written permission. However, users may print, download, or email articles forindividual use.
