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PurposeThis study examines the factors that influence the ecotourist behavior of university students. The understanding of what motivates these students can inform future suggestions for strategies and actions in ecotourism.Design/methodology/approachThe study was applied to university students of the University of Medellín, Colombia. It was an exploratory empirical study that surveyed a total of 696 students.FindingsThe results show that students with a positive attitude toward ecology tend to be interested in nature-related activities, therefore generating an intention to engage in ecotourism. The authors found that those who view ecotourism as an activity that promotes fun and happiness tend to engage more frequently in these activities.Originality/valueThis study is of great interest for research in motivational theory, specifically the analysis of personality profiles and how these relate to specific tourism behaviors. The findings of this study strongly suggest that those interested in the management and development of ecotourism should establish practices and programs that consider factors such as tourist segmentation, effective communication of the positive qualities of ecotourism and environmental stewardship involved in these activities.

Las nuevas generaciones requieren un modelo de aprendizaje más dinámico, por lo que las Instituciones de Educación Superior han comenzado a articular sus herramientas pedagógicas a la enseñanza de las diferentes áreas del saber. El objetivo de este artículo es diseñar un juego gerencial para apoyar las asignaturas que contemplen dentro de su micro-currículo la temática de auditoria de marketing, utilizando una metodología exploratoria y descriptiva, apoyada en el aprendizaje basado en juegos. Para ello se realizó una revisión de la literatura y se llevó a cabo una prueba piloto con estudiantes de pregrado de una universidad colombiana. Los resultados muestran que el diseño del juego debe utilizar una estrategia interactiva, que a su vez guarde cierto tipo de complejidad y competitividad, adicionalmente se reveló que el juego refuerza elementos presentes en la temática estudiada.

The aim of this study was to investigate how social responsibility marketing campaigns can be effective in branding for young millennials. An empirical model was applied in three specific cases of cause marketing targeting Generation Y. A total sample of 547 young people was obtained, and the data were analysed through the structural equation methodology using PLS data technical analysis. The results showed that, for millennials, marketing actions with a cause are effective in positioning the brands that carry them out favourably as long as requirements such as the alignment of their objectives with the social ideals and their closeness to millennials are met. Likewise, all the communication elements of the message will influence its effectiveness. This study provides new evidence on the attitudes of young millennials towards brands’ social marketing actions., Branding; Millennials; Social marketing; Advertising message.