https://hdl.handle.net/10259/6194 2026-06-01T03:29:49Z 2026-06-01T03:29:49Z Puche Regaliza, Julio César Marcilla Lombraña, Isabel Antón Maraña, Paula Arranz Val, Pablo https://hdl.handle.net/10259/11715 2026-05-26T00:05:42Z 2026-03-01T00:00:00Z

Innovating data-driven tourism reputation management: methodological foundations of the tourism online reputation index (TORI) Puche Regaliza, Julio César; Marcilla Lombraña, Isabel; Antón Maraña, Paula; Arranz Val, Pablo The widespread use of social media has significantly amplified the role of online reputations in shaping the image and competitiveness of tourism destinations. This study proposes an innovative methodology that combines big data techniques with geolocated user-generated content to develop a comprehensive tourism online reputation index (TORI). The TORI aims to quantify and monitor tourists’ perceptions of destinations in a structured and scalable way. The methodology integrates the cross-industry standard process for data mining (CRISP-DM) and knowledge discovery in databases (KDD) frameworks to ensure a rigorous, systematic approach to data collection, processing, and analysis. An ontology is developed to categorize and structure the diverse attraction points within destinations, and natural language processing (NLP) techniques are employed to perform sentiment analysis and generate tourist profiles on the basis of online reviews. The proposed methodology is validated through a case study in the province of Burgos, Spain, illustrating its practical relevance for enhancing data-driven decision-making in the context of smart tourism destinations (STDs). The results are presented through an interactive scorecard that facilitates intuitive interpretation by tourism stakeholders and supports strategic planning. From a theoretical perspective, this study contributes to the literature by offering a quantitative and standardized approach to measuring online reputation, addressing the lack of integrated tools and human-centered vision in current tourism research. In practice, it provides a replicable and adaptable solution for destination managers, particularly in rural and sparsely populated areas, to improve reputation management, support sustainable development, and strengthen destination competitiveness in the digital era.

2026-03-01T00:00:00Z Díez Hernández, Julieta Antón Maraña, Paula Moreno Molina, Adrián https://hdl.handle.net/10259/11684 2026-05-22T00:09:08Z 2026-03-01T00:00:00Z

Co-creating value: the events sustainability index for a rural case Díez Hernández, Julieta; Antón Maraña, Paula; Moreno Molina, Adrián Purpose This study tests a synthetic, multistakeholder framework for evaluating the sustainability of music festivals, fine-tuning it to rural settings, overcoming the traditionally accepted treatment of economic, sociocultural and environmental impacts separately to provide a synthetic contextualized and commensurable score. Design/methodology/approach Building on the triple bottom line and creating shared value perspectives, the framework integrates heterogeneous indicators into a single index which normalizes data for commensurability, incorporates both captured and uncaptured value, and applies stakeholder-informed weighting aligned with locally prioritized sustainability development goals (SDGs). Operationalized through a Plan-Do-Check-Act cycle, the method was piloted in the AlpakaFest, volunteer-driven cultural festival set as a Regional Social Observation Lab in Hacinas (Spain), combining resident (N = 64) and participant (N = 470) surveys, expenditure data and carbon footprint analysis. Findings The framework successfully integrates economic, sociocultural and environmental data into a single Events Sustainability Index, capturing both tangible and intangible value. Its application to AlpakaFest highlights the strong sociocultural benefits of rural festivals while exposing trade-offs between economic gains and environmental impacts. Practical implications The approach equips organizers, policymakers and local stakeholders with a decision-support tool to benchmark festival impacts, identify sustainability trade-offs and embed continuous improvement into event governance. It also broadens the scope of event management research by demonstrating how small-scale, rural festivals can act as laboratories for sustainable development. Originality/value By synthesizing diverse impacts into a transparent, comparable index, this study advances beyond one-dimensional evaluations and responds to recent calls for frameworks that operationalize co-creation and shared value in rural event settings.

2026-03-01T00:00:00Z Juknevičienė, Vita Toleikienė, Rita Balčiūnas, Sigitas Leach, Nora Baumgärtler, Thomas Antón Maraña, Paula Díez Hernández, Julieta https://hdl.handle.net/10259/11328 2026-05-25T11:11:07Z 2025-01-01T00:00:00Z

Youth Anti‐Corruption Potential: Insights From Germany, Lithuania and Spain Juknevičienė, Vita; Toleikienė, Rita; Balčiūnas, Sigitas; Leach, Nora; Baumgärtler, Thomas; Antón Maraña, Paula; Díez Hernández, Julieta Corruption is universally recognised as one of the biggest challenges for modern societies. Its negative impact on economies and institutions, as well as its erosive effect on citizen trust and state stability, pose a significant strain on good governance. Due to its pervasive nature, implementation of anti-corruption policies and education require persistent efforts and dedication. Understandably, young people are identified as the most important cohort within society, which should be well prepared to address all challenges associated with the malpractice. According to the Theory of Planned Behaviour, knowledge must be transformed into perception, followed by the adoption of a suitable attitude, which should then be reflected in future behaviour. As such, it is paramount to ensure that young individuals are able to comprehend the negative impact of corruption, identify the malpractice, and be prepared to inform the relevant authorities when faced with acts of corruption. This set of competences is referred to as anti-corruption potential. It is shaped by the cultural, societal and institutional constraints of the country (region) as well. It consists of three main elements—perception (knowledge), attitude (values) and behaviour. The aim of this paper is to evaluate the current dynamics of youth anti-corruption potential in three European countries—Germany, Lithuania and Spain. For its purposes, a survey was conducted amongst 1,922 young individuals, aged 15–29, who are currently in education. The countries selected represent three main EU regions—Western, Eastern and Central and Southern Europe. The results demonstrate that corruption is universally recognised as an existing challenge. However, Lithuanian and German young people exhibit higher intolerance towards the malpractice, whilst Spanish youth demonstrate the most positive attitude in regard to integrity as a contributing factor to personal success. Moreover, the majority of respondents from all three countries assert that their decision to report suspected or witnessed acts of corruption would be made after a thorough deliberation, taking into account the specific circumstances and the context of the situation. Results further indicate that anti-corruption education programmes should become an indispensable part of the educational process. However, such programmes must be tailored to reflect the cultural specificities of the society and the unique needs of the youth. This research makes a major contribution regarding the anti-corruption potential of young people across diverse European contexts. It further demonstrates how regional and cultural variations shape perceptions, attitudes and behaviour towards corruption. As such, increasing understanding of the social and cultural context in which corruption occurs—both at personal as well as state level—should be considered a priority by policymakers and practitioners.

2025-01-01T00:00:00Z Antón Maraña, Paula Pérez Cornejo, Clara Rodríguez Torrico, Paula https://hdl.handle.net/10259/11319 2026-02-05T01:05:54Z 2025-10-01T00:00:00Z

How does sustainable development education shape motivations for using collaborative consumption platforms? Antón Maraña, Paula; Pérez Cornejo, Clara; Rodríguez Torrico, Paula Purpose – Current consumption patterns have aggravated environmental degradation. In response, collaborative consumption (CC) through collaborative platforms (CPs) has emerged as a sustainable alternative. Although CPs can support sustainability, their environmental benefits remain contested, following the observation of consumerism rebound effects. Given education’s potential to increase knowledge about the importance of sustainability, this study aims to explore the impact of sustainable development education (SDE) on the extrinsic motivations (functional utility, economic utility, moral utility and hedonic utility) and intrinsic motivations (ecological awareness, eco-anxiety, green orientation and consumerism) that improve attitudes toward CPs and increase intentions to use them. Design/methodology/approach – This research is based on two studies, each using a different sample: one of high school students (N = 232) and one of older people enrolled in a lifelong learning program (N = 157). A questionnaire collected the data that were analyzed to test the research hypotheses. Findings – SDE significantly influences intrinsic and extrinsic motivations. The results suggest that CPs are primarily used for commercial rather than sustainability purposes because attitudes are predominantly shaped by extrinsic motivations. In addition, motivators play a mediating role in the proposed model. Practical implications – This study highlights critical social and practical implications by emphasizing the need for educational systems that promote responsible consumption and challenge students’ consumeristic and materialistic tendencies. Originality/value – To the best of the authors’ knowledge, this study is the first to examine the influence of SDE on CC and comprehensively explore the roles of intrinsic and extrinsic motivations in the context of CPs, shedding light on the CC paradox.

2025-10-01T00:00:00Z