Search

The article proposes to use geomarketing as a conceptual and methodological basis for the development of strategies, justification and adoption of business decisions in the field of housing construction. Systematization of geomarketing objects, tasks, and tools, which can be used in development activities in the field of residential real estate construction, as well as in determining the suitability of regional primary housing markets for the implementation of development projects, has been carried out. The possibility of using geomarketing methods and tools by development companies when choosing the future location of housing and selecting areas for development is considered. For the analysis of regional real estate markets in Ukraine using the geomarketing methodology, an approach based on territorial zoning based on a set of indicators characterizing the demographic, economic, social, institutional, and administrative level of development of the respective region is proposed. The evaluation was carried out by means of cluster analysis, as a result, the housing markets of Kyiv, Dnipropetrovsk and Kyiv regions were identified as the most favorable for the implementation of development projects in the primary housing market, Odesa and Kharkiv regions have an average level of favorability, and other regions are characterized by a low level of favorability mainly due to the negative impact of demographic, socio-economic factors. Using the levels of favorable markets for the construction of primary housing proposed in the article will provide the developer with additional tools for decision-making. The proposed toolkit can be used by development companies and other participants in the investment and construction process with a greater degree of detail - the selection of territories at the level of individual cities and districts.&nbsp, Запропоновано використовувати геомаркетинг у якості концептуальної і методологічної основи для розробки стратегій, обґрунтування та прийняття бізнес-рішень у сфері житлового будівництва. Здійснено систематизацію об’єктів, завдань та інструментарію геомаркетингу, які можуть бути використані у девелоперській діяльності у сфері будівництва житлової нерухомості, а також при визначенні сприятливості регіональних ринків первинного житла для реалізації девелоперських проектів. Розглянуто можливість використання девелоперськими компаніями при виборі майбутнього місця розташування житла та вибору територій забудови використовувати методи та засоби геомаркетингу. Для аналізу регіональних ринків нерухомості в Україні із використанням методології геомаркетингу пропонується підхід, який базується на територіальному зонуванні за комплексом показників, що характеризують демографічний, економічний, соціальний, інституційний, адміністративний рівень розвитку відповідного регіону. Оцінювання проводилося засобами кластерного аналізу, у результаті ринки житла м. Київ, Дніпропетровської і Київської областей визначено як найбільш сприятливі для реалізації девелоперських проектів на ринку первинного житла, Одеська і Харківська області мають середній рівень сприятливості, а інші області характеризуються низьким рівнем сприятливості переважно за рахунок негативної дії демографічних, соціально-економічних чинників. Використання запропонованих у статті рівнів сприятливості ринків для будівництва первинного житла надасть девелоперу додатковий інструментарій для прийняття рішень. Запропонований інструментарій може використовуватись девелоперськими компаніями та іншими учасниками інвестиційно-будівельного процесу із більшим ступенем деталізації – вибір територій на рівні окремих міст та районів.&nbsp

The accumulation of a large amount of geospatial data requires new approaches to their processing and visualization. One of these approaches is the creation of a geomarketing system with a fundamentally new toolkit based on data clustering. The capabilities of such a system are shown using examples of housing cost assessment, determining the location of a new shopping center, a bank branch and a clinic.

Tese (doutorado) — Universidade de Brasília, Instituto de Ciências Humanas, Departamento de Geografia, Programa de Pós-Graduação em Geografia, 2022. Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES). A presente tese busca elucidar as dinâmicas inerentes ao surgimento de estruturas espaciais voltadas a atender um público consumidor, criando novas centralidades no espaço urbano. Para elucidar, foi analisado o comportamento de consumo de um grupo, por meio da compreensão dos símbolos e signos valorizados por eles. Compreendeu-se que com o advento da internet, as interações sociais que outrora estavam limitadas geograficamente, tornaram-se presentes em um âmbito virtual, onde elas desempenham o papel que já pertenceu apenas às centralidades urbanas. Esta nova dinâmica gerou centralidades na esfera virtual, onde indivíduos com interesses mútuos se congregam sem a necessidade de estarem no mesmo lugar, nem de interagirem em tempo real e no mesmo idioma. Portanto, foi defendida nesta tese que o virtual ocupa um espaço de centralidade de subgrupos (que não necessariamente estariam próximos) com poder de modificar o espaço geográfico, ao criarem lugares que portam os seus símbolos e significados. Como âncora espacial, foi selecionado o mercado fitness de luxo, por possuir grande presença na esfera virtual, ter capilaridade na malha urbana analisada e apresentar um número sucinto de instalações, o que permitiu o uso de pesquisa in loco durante quatro anos (de 2017 a 2021) para a coleta de dados primários de consumo e uma aprofundada análise dos símbolos e signos de comportamento e consumo para o público-alvo deste segmento de mercado. This thesis seeks to elucidate the dynamics inherent to the emergence of spatial structures aimed at a type of consumer, creating new centralities in the urban space. To elucidate, the consumption behavior of a group was analyzed, through the understanding of the symbols and signs valued by them. It was understood that with the advent of the internet, social interactions that were once geographically limited became present in a virtual environment, where they play the role that once belonged to urban centralities. This new dynamic created centralities in the virtual sphere, where individuals with mutual interests gather together without the need to be in the same place, nor to interact in real time and in the same language. Therefore, it was presented in this thesis that the virtual occupies a space of centrality of subgroups (which would not necessarily be spatially close) with the power to modify the geographic space, by creating places that carry their symbols and meanings. The luxury fitness market was selected as the spatial anchor, as it has a large presence in the virtual sphere, is widely spread in urban places and presents a succinct number of facilities, which allowed the use of on-site research for four years (from 2017 to 2021) for the collection of primary data and an in-depth analysis of the symbols and signs of behavior and consumption for the target audience of this market segment.

Connectivity is considered a crucial condition in vector network modeling, since route optimization analysis or geomarketing analyses could not be performed without it, when accessibility is among their parameters. Andalusia’s spatial data infrastructure got its start in 1990, with the creation of the Andalusian Institute of Cartography. The first public product of a vector cartography was the 1:400,000 digital map of Andalusia. Several series have been released at a scale of 1: 100,000 ever since, with different connectivity conditions that have required subsequent adjustments by transport networks researchers. The development of digital cartographic sources should not only result in an improvement in precision, but also in their operational capacity. This article analyzes the quality of these products based on their connectivity capacity with the intention of creating rules for modeling that ensure the ability to perform network analysis tasks using public and affordable spatial data infrastructures.

The article examines the role of the tourism industry in the world economy, reveals the specifics of the innovation process in tourism. The classification of innovations in tourism according to the object of their application is given. The main directions of using innovative marketing technologies in the field of tourism services are considered: release of new types of tourism product, change in the organization of production and consumption, identification and use of new markets, as well as the use of new equipment and technology. Factors that accelerate the introduction of marketing innovations are studied. Based on the analysis of world experience, several models of regulation of innovative tour operating activities in the EU have been identified. The first direction of formation of the model of the innovations development in tourism is the activity of stimulating innovations in the public and private sectors of tourism with the aim of their transition to a qualitatively new model of touring (similar model is used in Greece, Italy and Portugal). The second direction is defined as the internationalization and opening of new markets (a similar model of stimulating innovative development is typical of Spain, Romania and partly Norway). The third one includes support for entrepreneurship in the field of tourism, stimulation of entrepreneurial initiatives, opening a new tourism business (A similar model of stimulating innovation in tourism is typical of many countries in Europe, Australia, New Zealand). The fourth direction is the promotion of the country, its tourism product, including educational and cultural ones (A similar model is typical of Bulgaria, Croatia, Spain, Turkey, Thailand). The role of introduction and active development of e-business and marketing technologies is defined, especially in modern conditions. The necessity of development of the newest directions of the Internet marketing in the field of tourism, including mobile, Internet branding and geomarketing, is proved. The role of innovative marketing technologies as one of the central elements of modern development of activity of tourist firms, the necessity of application of computer technologies and non-standard ways of giving of the information during carrying out modern technical maintenance, are justified. The first group of such technological solutions consists of management technologies, including property management system (PMS), aimed at optimization of basic technological operations. The modern hotels and chains are trying to present themselves not only in global distribution system (GDS), which has become a powerful advertising tool, but also in alternative distribution system (ADS), which is primarily needed by hotels focused on the business segment. Global distribution system (GDS) is also closely integrated into well-known booking systems such as Booking.com, HRS, Agoda, Travelocity, Expedia etc. The next group is for food and beverages inventory management technology (F&B). The group of marketing technologies includes search engine optimization measures (SEO and PPC), which allow to raise the hotel site in search engine rankings, E-mail Marketing as a means of maintaining constant communication with the client, marketing activities in social media (Social Media Optimization), creation of virtual hotels or illusions of visiting a hotel (Second Life and Virtual Hotels Conclusion), branding, etc. The last group of technologies are service ones, i.e. technologies for improving hotel products and services. Innovative technologies are developing in the direction of ensuring sustainable development (greening of hotel services and activities), inclusion in traditional technological operations of innovative components: electronic concierge terminals, access to hotel services via mobile devices, maximizing Internet access, etc. Based on the analysis of the activities of large tour operators, regional differences have been identified in Turkey, Greece, Croatia, Spain, Austria, Norway and France. It is proved that marketing innovations in tourism have a qualitative novelty, which affects the promising areas of tourism development, improvement of existing tourism products, improving the image and competitiveness of the tourism industry. Based on the study, it is generalized that the role of marketing innovations in international tourism has been growing every year, and it has become especially relevant in the conditions of the COVID-19 crisis. For travel companies, the effect of marketing innovation can be expressed in the qualitatively new changes in the tourism industry, improving the efficiency of tourism infrastructure, management of sustainable operation and development of tourism in the country and the formation, positioning and consumption of tourism services, improving the image and competitiveness of travel companies.

Dünyada etkisini gösteren küreselleşme ile birlikte işletmeler rekabet edebilmek için pazarlama stratejilerini geliştirmek zorunda kalmıştır. Gelişen yazılımlar ve coğrafi bilgi sistemlerinin de kullanılmaya başlanması ile işletmelerin daha kolay pazar araştırması yapabilecekleri coğrafi pazarlama yaklaşımı ortaya çıkmıştır. Mekansal problemlerin çözümünde coğrafi bilgi sistemleri kullanımı en etkili yöntemlerden biridir. Coğrafi bilgi sistemleri kullanımı sayesinde coğrafi özellikleri sosyal ve ekonomik verilerle ilişkilendirip analiz etmek perakende ticaretin pazar analizinde büyük ölçüde kolaylık sağlamıştır. Bu çalışmada çeşitli alanlarda hizmet veren sektörlere pazarlama aktiviteleri için coğrafi karar destek sağlaması amacıyla geliştirilen Geomarket uygulamasından bahsedilecektir. Ankara ilinin Çankaya ilçesindeki örnek işletmeler üzerinde sırasıyla etki alanı analizi, demografik analizler, kendi işletmelerinin yanında rakip işletmelerin de görülebileceği ilgi çekici noktalar (POI) analizi, işletmenin sokak bazlı ticaret hacmi analizi ve yoğunluk analizi yapılmıştır. Covid-19 pandemisinden en çok etkilenen sektörlerden biri olan perakende ticaret alanları için coğrafi pazarlama araçlarının geliştirilebilmesi, bunların tematik haritalarla gösterilmesi son derece önemli bir konudur. Alışveriş alışkanlıklarının değişmesi ile kişilerin yaptıkları harcamaların sektör ve konum bazlı görebilmesini gerektirmiş bu yüzden de pazarlama aktivitelerinin coğrafi konumlar ile birleştirilip incelenmesini daha da önemli hale getirmiştir. Yapılan analizlerde ise hem demografik veriler hem de POI noktaları ve trafik yoğunluğu da kullanılarak; seçili alandaki rakip firma yoğunluğu, kişi sayısı, hane başına düşen ortalama gelir, o alandaki kişilerin hangi alanlarda ne kadarlık harcama yaptığı gibi sonuçlar verilebilecektir. Bu sonuçlar şubelerin yer seçimindeki kararı almasında kişilerin, kurum ve kuruluşların referans noktası olabilecektir., Businesses have had to develop their marketing strategies to compate other companys with the effect of globalization in the world. A geographical marketing approach has emerged where businesses can conduct market research more easly with the use of developing software technologies and geographic information systems. One of the most effective methods of spatial problem solving is using geographic information systems. Thanks to this method, associating and analyzing geographical features with social and economic data has greatly facilitated the market analysis of retail.In this study, the Geomarket application is mentioned, which was developed to provide geographical decision support for marketing activities to sectors serving in various fields. Çankaya, Ankara district was selected as a study area and implemented respectively catchment analysis, demographic analysis, points of interest (POI) analysis, street-based trade volume analysis, and density analysis in case businesses. Retail trade areas are one of the sectors most affected by the Covid-19 pandemic and it is extremely important to develop geographic marketing tools for this sector and visualize them with thematic maps.With the change in shopping habits, it has become necessary for people to see their expenditures on the basis of sector and location, therefore, combining and examining marketing activities with geographical locations has made it even more important. Results show that density of competitors, the average income per household and people’s spending in the selected area with using both demographic data, POI points and traffic density. These results can be the reference of individuals, institutions and organizations in making the decision on the location of the branches.

[ES] En la actualidad, vivimos en un contexto de cambios constantes, los cuales se ven reflejados en la forma de vida de las personas y en la salud de nuestro planeta. Es por ello, que se plantean numerosas propuestas para adaptarse a estos cambios. Este proyecto, trata de estudiar las propuestas existentes, especialmente en el mundo urbanístico. De esta forma, realizando un análisis geoespacial mediante herramientas de Sistemas de Información Geográfica (SIG) y técnicas de geomarketing, podremos observar a Valencia respecto a una posible ciudad 15 minutos y la situación respecto al marco estratégico de la ciudad. Finalmente, se pretende obtener la situación existente respecto a los indicadores que nos puedan determinar la calidad urbanística de Valencia y de sus distritos y de sus barrios, para poder implementar mejoras y marcar una línea de trabajo en forma de futuras actuaciones en la ciudad., [EN] Currently, we live in a context of constant changes, which are reflected in the way of life of people and in the health of our planet. That is why many proposals are put forward to adapt to these changes. This project tries to study the existing proposals, especially in the urban world. In this way, by performing a geospatial analysis using Geographic Information Systems (GIS) tools and geomarketing techniques, we will be able to observe Valencia regarding a possible 15-minute city and the situation regarding to the city's strategic framework. Finally, it is intended to obtain the existing situation about indicators that can determine the urban quality of Valencia and its districts and neighborhoods, in order to implement improvements and establish a line of work regarding future actions in the city., [CA] Actualment, vivim en un context de canvis constants, els quals es veuen reflectits en la forma de vida de les persones i en la salut del nostre planeta. És per això, que es plantegen nombroses propostes per adaptar-se a aquests canvis. Aquest projecte, tracta d'estudiar les propostes existents, especialment al món urbanístic. D'aquesta manera, fent una anàlisi geoespacial mitjançant eines de Sistemes d'Informació Geogràfica (SIG) i tècniques de geomàrqueting, podrem observar València respecte a una possible ciutat 15 minuts i la situació respecte al Marc Estratègic de la Ciutat. Finalment, es pretén obtenir la situació existent respecte a indicadors que ens puguin determinar la qualitat urbanística de València i dels seus districtes i barris, per tal de poder implementar millores i marcar una línia de treball respecte a les futures actuacions a la ciutat.

Maestría en Mercadeo, Facultad de Ciencias Contables, Económicas y Administrativas. El modelo del marketing mix ha permitido recorrer todo el desarrollo de la evolución del Marketing con las 4P´s cuya teoría sigue siendo objeto de discusión en la literatura académica y la práctica empresarial. Si bien es un hecho que el Marketing mix es uno de los pilares de la teoría, no se puede desconocer el desarrollo del entorno empresarial, también son elementos que constituyen el Marketing mix. El discurso digital representa la más reciente de los contextos empresariales y de mayor necesidad de diferenciación del Marketing mix. A lo largo de este evolutivo proceso, los investigadores siempre se han dividido entre los "defensores", que piensan que el paradigma de las 4 P es capaz de adaptarse a los cambios del mercado mediante la inclusión de nuevos elementos dentro de cada "P", y los "exploradores", quienes afirman que el paradigma de las 4 P está obsoleto y propone nuevos arquetipos.

Resumen: El geomarketing aplicado, con propósitos comerciales, aborda elementos del marketing, incorporando perspectivas espaciales, todo soportado por SIG. Analiza temáticas de mercado, colaborando a la comercialización privada de bienes y servicios, definiendo coberturas geográficas comerciales y rentabilizando dichos negocios. Dichas técnicas, también aplican al análisis y evaluación de proyectos apoyando eficazmente programas sociales organizados por el sector público u otros usuarios, satisfaciendo necesidades en comunidades urbanas: génesis del geomarketing social, una nueva orientación. Ésta busca aumentar el bienestar de los ciudadanos; ej. Localización de equipamiento educa cional, salud, deportivo o soporte a la aplicación de políticas y programas a beneficiarios segmentados. Este artículo, basado en proyectos I+D+i realizados por los autores, propone una sistematización metodológica e informatizada, para aplicar geomarketing desde ambas perspectivas orientadas al usuario. Se identifica información, etapas, procesos propios y compartidos, más resultados obtenidos. Se prueba un caso comercial y otro social, en el Centro Metropolitano de Concepción, Región del Biobío, Chile.

Objetivo do estudo: Revelar o real interesse dos pesquisadores de marketing pela questao locacional (geomarketing) e demonstrar como aspectos metodologicos (implicacoes dos metodos locacionais) e teoricos (diferencas conceituais) atuam na estagnacao e na baixa participacao da producao cientifica de estudos de geomarketing. Metodologia/abordagem: Coleta de dados por meio de questionario, bases de dados cientificas e demograficas, tratados por metodos estatisticos (teste-t/regressao) e locacionais. Principais resultados: O grande interesse dos pesquisadores de marketing pela questao locacional nao se reflete em volume de producao cientifica. Implicacoes dos diferentes metodos locacionais nos resultados de um problema de marketing sao pouco exploradas. O uso de sistemas de informacao geografica (GIS) e a vinculacao teorica das pesquisas a estrutura seminal do marketing se apresentam como elementos que dificultam pesquisas em geomarketing, se colocando tambem como possiveis justificativas para o baixo numero de publicacoes de geomarketing nas areas de negocios (administracao/marketing). Contribuicoes teoricas/metodologicas: Metodos locacionais podem ser reproduzidos sem GIS. As implicacoes associadas aos metodos locacionais podem ser utilizadas como direcionadores da solucao para cada problema de pesquisa. Os problemas de geomarketing podem ser vinculados a teoria do marketing, desde que o lugar se apresente como elemento de ligacao com o mercado e sua dinâmica, e nao como objeto desconectado do comportamento dos consumidores. Relevância/originalidade: A pesquisa mostra como evitar a aplicacao inconsistente de tecnicas, conceitos e rotulos geograficos nos varios dominios empiricos do marketing regional, um ponto relevante para aumentar o numero de pesquisas de geomarketing em paises em desenvolvimento como o Brasil.

Computing path queries such as the shortest path in public transport networks is challenging because the path costs between nodes change over time. A reachability query from a node at a given start time on such a network retrieves all points of interest (POIs) that are reachable within a given cost budget. Reachability queries are essential building blocks in many applications, for example, group recommendations, ranking spatial queries, or geomarketing. We propose an efficient solution for reachability queries in public transport networks. Currently, there are two options to solve reachability queries. (1) Execute a modified version of Dijkstra’s algorithm that supports time-dependent edge traversal costs; this solution is slow since it must expand edge by edge and does not use an index. (2) Issue a separate path query for each single POI, i.e., a single reachability query requires answering many path queries. None of these solutions scales to large networks with many POIs. We propose a novel and lightweight reachability index. The key idea is to partition the network into cells. Then, in contrast to other approaches, we expand the network cell by cell. Empirical evaluations on synthetic and real-world networks confirm the efficiency and the effectiveness of our index-based reachability query solution.

Location plays a very important role in geomarketing. Location tells where the customers are, identifies something in the surrounding area or solves problems regarding the location of a new outlet. However, in an urban area, the locations have a vertical component due to high-rise and multilevel buildings. This situation requires a new approach that can handle three-dimensional data for location analysis. In this research, a novel 3D data structure is introduced to manage and constellate locations in three-dimensional space. The data structure is designed based on a group of classifications and clusters, and supplemented with the additional element of nearest-neighbour information. The locations are analysed to determine a geomarketing strategy by using several methods, such as single-nearest-neighbour, k-nearest-neighbour (kNN) and reverse-k-nearest-neighbour (RkNN) analyses. These analyses are performed based on encoded neighbour information of the Voronoi diagram that is extracted from the data structure. From the results, various tasks pertaining to geomarketing strategy can be carried out, such as identifying nearby competitors, locating target customers for marketing purposes and analysing the impact of opening a new outlet on competitors. Additionally, the proposed method is tested for its ability to handle large amounts of geomarketing data in terms of its efficiency in time retrieval and storage. The data structure is compared with 3D R-Tree to analyse its performance and efficiency. 3D R-Tree is chosen because it is the most commonly used structure in spatial databases. The test demonstrates that the proposed method requires the least amount of Input/Output than 3D R-Tree. The performance of the data structure is also evaluated; the results indicate that it is outperforms it competitors by responding 60–80% faster to query operations.

We study the problem of computing isocontours in static and dynamic road networks, where the objective is to identify the boundary of the region that is reachable from a given source within a certain amount of time (or another limited resource). Although there is a wide range of practical applications for this problem (e.g., urban planning, geomarketing, visualizing the cruising range of a vehicle), there has been little research on fast algorithms for large, realistic inputs, and existing approaches tend to compute more information than necessary. Our contribution is twofold: (1) We propose compact but sufficient definitions of isocontours, based on which (2) we provide several easy-to-parallelize, scalable algorithmic approaches for faster computation. By extensive experimental analysis, we demonstrate that our techniques enable interactive isocontour computation within milliseconds even on continental networks, significantly faster than the state of the art.

Submitted by Sandra Domingues (sandra.domingues@campus.ul.pt) on 2021-05-07T09:06:24Z No. of bitstreams: 1 Lopes_Luís_TM_2021.pdf: 7959302 bytes, checksum: ccc423dba7a9ac6e0117be4f0a218cd3 (MD5) Made available in DSpace on 2021-05-07T09:06:50Z (GMT). No. of bitstreams: 1 Lopes_Luís_TM_2021.pdf: 7959302 bytes, checksum: ccc423dba7a9ac6e0117be4f0a218cd3 (MD5) Previous issue date: 2021-04-19

The article explores the role of the tourism industry in the global economy, reveals the specifics of the innovation process in the field of tourism. The concept of “innovation in tourism” is defined as systemic events that have a qualitative novelty, which leads to positive changes and ensures the stable functioning of the tourism industry. The classification of innovations in tourism by the object of their use is given. The main directions of using marketing innovative technologies in the field of tourism services are considered: the release of new types of tourism products, changes in the organization of production and consumption, the identification and use of new markets for products, and the use of new equipment and technologies. The factors that accelerate the implementation of marketing innovations are investigated. The role of electronic business in the implementation of marketing technologies is shown. The necessity of developing the latest directions of Internet marketing in the tourism industry, including mobile, viral, block marketing, branding and geomarketing, has been proved. The role of innovative advertising companies as one of the central elements of the marketing activities of travel agencies is shown. The necessity of using modern technical support, computer technology and non-standard methods of presenting information during their implementation has been proved. It was determined that marketing innovations in tourism have a qualitative novelty that affects promising areas of tourism development, improvement of existing tourism products, increasing the image and competitiveness of tourism industry enterprises.

This paper deals with a source market size estimation tool that is based on a combination of geomarketing information and consumer spending datasets. We have decided to apply a proposed estimation method on three consumption expenditure groups that are related to the tourism and hospitality industry in the Czech Republic. The geographic and consumer spending data sets for the period 2011 - 2016 were drawn from publicly available sources. With the use of GIS software, this method allowed us to estimate and graphically display consumer spending on recreation and culture; restaurants and hotels; and transport in 2016 at the level of Czech districts, as well as the average annual growth rate during the period 2011 – 2016. This paper describes the Czech tourism and hospitality market from its size and growth point of view. It shows the trends in expenditures for hospitality and tourism services, explain the purchasing power in Czech regions and districts and predict the development for next few years. The results obtained by this low-cost method can be easily used by enterprises from the Czech Republic within domestic tourism, as well as by the foreign companies wanting to attract Czech visitors.

Nowadays, thank to the huge advances in the field of communication technologies, marketing decision-makers can collect various kinds of data related to their clients. The challenge is to analyze this data by using different techniques in order to enrich the shopping experience and strength the relation with the customers by personalized promotions. In this paper an innovative geomarketing solution is proposed. This solution consists of three components: smartphone application, the server application, and beacons. The smartphone application detects the location of the customer by using beacons and the information is then sent to the server application for processing in order to generate the adequate. Moreover, we will use datamining tools to understand the relationships between the products that people buy in order to provide customized marketing messages and adapting the shop to their needs.

Исследование посвящено проблеме учета фактора транспортной доступности объектов недвижимости учреждений профессионального образования при принятии управленческих решений по оптимизации сети профессиональных образовательных организаций. Определены методологические основы исследования. Предложена методика качественной и количественной оценки транспортной доступности объектов недвижимости профессиональных образовательных организаций. Валидность и надежность методики проверена на сети профессиональных образовательных организаций Липецкой области., The research is devoted to the problem of taking into account the factor of transport accessibility of real estate objects of professional education institutions when making management decisions to optimize the network of professional educational organizations. The methodological foundations of the research have been determined. A method of qualitative and quantitative assessment of transport accessibility of real estate objects of professional educational organizations is proposed. The validity and reliability of the methodology was tested on the network of professional educational organizations of the Lipetsk region., Естественные и технические науки, Выпуск 12 (150) 2021

Fundación CajaCanarias La modalidad y la categoría de los alojamientos turísticos se plantean como esenciales en la localización y la tipología de los equipamientos y servicios comerciales de las áreas turísticas de litoral. Esta relación permite identificar patrones espaciales a través de la delimitación de unidades territoriales con cierto grado de homogeneidad respecto a la oferta comercial. El resultado es la segmentación territorial de tales áreas, mediante la definición de zonas de preferencias, necesidades, motivaciones, comportamientos, hábitos, actitudes, expectativas y pautas de consumo de productos y servicios comerciales similares. El objetivo de este trabajo es analizar las potencialidades de dicha segmentación. Para ello se plantea un ejemplo en las áreas turísticas del sur de Tenerife (Canarias, España). Les característiques dels allotjaments turístics es plantegen com a essencials en la localització i la tipologia dels equipaments i serveis comercials de les àrees turístiques de litoral. Aquesta relació permet identificar patrons espacials a través de la delimitació d'unitats territorials amb cert grau d'homogeneïtat respecte a l'oferta comercial. El resultat és la segmentació territorial d'aquestes àrees, mitjançant la definició de zones de preferències, necessitats, motivacions, comportaments, hàbits, actituds, expectatives i pautes de consum de productes i serveis comercials similars. L'objectiu d'aquest treball és analitzar les potencialitats d'aquesta segmentació. Per fer-ho es planteja un exemple a les Canàries (Espanya). Les caractéristiques de l'hébergement touristique sont considérées comme essentielles pour l'emplacement et la typologie des équipements et des services commerciaux dans les zones touristiques côtières. Cette relation permet d'identifier des schémas spatiaux à travers la délimitation d'unités territoriales avec un certain degré d'homogénéité par rapport à l'offre commerciale. Le résultat est la segmentation territoriale de ces zones, en définissant des zones de préférences, de besoins, de motivations, de comportements, d'habitudes, d'attitudes, d'attentes et de modes de consommation de produits et de services commerciaux similaires. L'objectif de ce travail est d'analyser les potentialités de cette segmentation. Pour cela, nous présentons un exemple concernant les îles Canaries (Espagne). The characteristics of tourist accommodation are considered a key aspect of the location and typology of commercial facilities and services in coastal tourist areas. This relationship allows identifying spatial patterns through the delimitation of territorial units with a certain degree of homogeneity with respect to the commercial supply. The result is the territorial segmentation of these areas through the definition of zones of preferences, needs, motivations, behaviors, habits, attitudes, expectations and consumption patterns of similar commercial products and services. The objective of this paper is to analyze the potentialities of this segmentation. To this end, an example is presented of the Canary Islands, Spain.

The use of geolocation technologies is an opportunity for businesses dedicated to retail the city of Manizales can approach their customers and offer different promotions, discounts, advertising and better and improve the customer experience, using its location. However, to ensure the proper design of a marketing strategy of proximity, it is necessary to know the factors that influence the acceptance that will have the use of this technology in users or end consumers, ensuring that stores in the city can offer appropriate services. Through the use of the UTAUT2 model an exploration of those factors that influence the adoption and use of this technology is made using a PLS-SEM model. The results confirm that the variables hedonic motivations, performance expectation, effort expectation and price are statistically significant for users. The use of this technology brings a better experience for and to the customer, providing added value to the final product.