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The objective of this research is to contrast an explanatory model of how brand equity influences the customer's behaviour and behavioural intentions. It will take place in the tourism sector, specifically, the target population are the customers of a hotel chain representing a very specific type of service in the tourism sector, emblematic hotels. In Spain, these hotels are operated under the Paradores Brand, distinctive of "The Network of Spanish Tourist Paradores". A sample of 374 valid questionnaires was obtained through a structured survey to customers. The exploratory and confirmatory factor analysis is applied to validate the measurement scales. The proposed model for analysing relationships is estimated by applying structural equation modeling. The results show that brand equity is the key variable to influence the purchase intent of its potential customers, as well as the intention to recommend. These results have significant implications for the managers of this type of establishment. [ABSTRACT FROM AUTHOR]

In spite of its importance in understanding tourist behaviour, the scientific knowledge about risk perceptions about a destination has begun to expand especially after 1960s. Especially, far more research is yet needed for exploring the role of risk on potential tourists' travel motivations, destination image perceptions and visit intentions. This study, therefore, attempts to clarify the moderated impact of risk perception in the relationship among travel motivations, destination image and travel intentions. With this purpose, two survey studies were conducted on German tourists visiting Turkey, whereas the participants evaluated their perceptions about Spain or Greece. The results in both cases showed a high direct influence of travel motivations on destination image perception and a significant direct impact of destination image perception on travel intention. The findings also revealed that risk perception has a negative moderated effect on travel motivations, destination image and travel intention relationships. [ABSTRACT FROM AUTHOR]

Examining university students' values and perceptions of Social Corporative Responsibility (CSR) are one area that could lead to a better understanding of European university students' behaviour to social initiatives offered by the firms, and the socialization that their academic institutions collaborate to generate in their students. The purpose of this study is to respond the following research questions: (a) what is the university students' value structure?; (b) what are the perceptions of students about the CSR performance?; (c) how do personal values affect the perceptions of students' CSR?; And (d) what is the relationship between CSR perception and the background variables? A sample of 1,060 university students from Social Sciences and statistical methods as multidimensional scaling, cluster analysis, and categorical principal component analysis have been used. Through the findings, this paper expects to highlight that the education in values and social responsibility is relevance not only for Society but also for Companies and even more High-Education Institutions. [ABSTRACT FROM AUTHOR]