Blas Alcala Garcia

Associate Professor PhD / Department of Marketing and Market Research

EDUCATION

PhD in Economics and Business with International Mention

RESEARCH, TEACHING, or OTHER INTERESTS

Marketing, Tourism, Leisure and Hospitality Management, Strategy and Management, Organizational Behavior and Human Resource Management

Scopus Publications

A CONCEPTUAL REPRESENTATION OF THE SEMANTIC FIELDS OF RESPONSIBLE TOURISM: IMPLICATIONS FOR MARKETING
Blas Alcalá García, Carlota Lorenzo Romero, Miguel Ángel Gómez Borja
Market Trziste, 2024
Purpose – Sustainable tourism activities have generated a large amount of research to understand responsible behavior. Scholars have provided multiple definitions, although the meaning of different terms for tourists has rarely been investigated. The objective of this research study is to reveal what the tourist understands by responsible tourism, comparing it with similar concepts and identifying semantic fields that allow a differentiation on the part of the latter. Design/Methodology/Approach – Focus groups consisting of socio-demographically varied individuals have been developed to probe for similarities and differences between the groups. The results show that the associated meanings are not equivalent, and that the meanings can be categorized along an axis represented by the individual versus the institutional dimension, and another with a social dimension versus the destination as “envi-ronment”. Findings and implications – The concepts of responsible, sustainable, ecological, and environmental tourism can be defined comparatively. The perceived differences offer clues
Segmenting collaborative users based on their physiological factors toward AirBnB
Carlota Lorenzo-Romero, Blas Alcalá-García, Miguel-Ángel Gómez-Borja
Cogent Social Sciences, 2024
Collaborative consumption has generated the appearance of new business models, such as those created by peer-to-peer platforms, such as AirBnB, focused on renting the accommodation of the users themselves to other users. The growing popularity of AirBnB has resulted in an emerging body of literature examining the factors that drive or deter consumers from choosing AirBnB (Sakr et al., Citation2024;). This work is based on a sample of 405 travellers who regularly use AirBnB to book accommodation on their journeys. They are asked about about their different motivations toward use of this type of reservation (e.g. hedonic, environmental sustainability, economic benefit, convenience, etc.), user personality values (i.e. individualism-collectivism; communal-exchange relationships), engagement with the AirBnB brand, and some personal characteristics (e.g. gender, age, education, economic situation, etc). A latent segmentation -through Latent Gold® software- was developed to obtain different profiles of AirBnB users based on above variables. Preliminary results show quite heterogeneity in the motivations and effects on the indicated dimensions. This helps to segment the users and detect different profiles with different motivational connections with the personal characteristics of users, engagement with this platform and their communal orientation about this type of sharing tourism. This motivational and physiological heterogeneity can make it easier for people to be reached through different communication strategies and arguments both by the tourism sector’s businesses and by public agencies with interests in city tourism management.

RECENT SCHOLAR PUBLICATIONS

A Conceptual Representation of the Semantic Fields of Responsible Tourism: Implications for Marketing
B Alcalá García, C Lorenzo Romero, MÁ Gómez Borja
Market-Tržište 36 (2), 133-152 , 2024
2024.0
Segmenting collaborative users based on their physiological factors toward AirBnB
C Lorenzo-Romero, B Alcalá-García, MÁ Gómez-Borja
Cogent Social Sciences 10 (1), 2351254 , 2024
2024.0
Citations: 6
Turismo colaborativo y sostenible. Evaluación de motivaciones y perfiles de usuario en la plataforma AirBnB
B Alcalá García
Universidad de Castilla-La Mancha , 2024
2024.0
El consumo colaborativo de alojamientos turísticos: Un modelo de análisis motivacional
BA García, CL Romero, MAG Borja
Documentos de Trabajo. Seminario Permanente de Ciencias Sociales, 3 , 2019
2019.0
El concepto de turismo responsable y sus campos semánticos en un conexto de turismo rural
BA García, MAG Borja, CL Romero
Documentos de Trabajo. Seminario Permanente de Ciencias Sociales, 8 , 2018
2018.0
Motivational Drivers of Airbnb Users Based on Their Sense of Community Preferences
B Alcalá García, C Lorenzo Romero, MÁ Gómez Borja
Available at SSRN 5365645 , 0

MOST CITED SCHOLAR PUBLICATIONS

Segmenting collaborative users based on their physiological factors toward AirBnB
C Lorenzo-Romero, B Alcalá-García, MÁ Gómez-Borja
Cogent Social Sciences 10 (1), 2351254 , 2024
2024.0
Citations: 6
A Conceptual Representation of the Semantic Fields of Responsible Tourism: Implications for Marketing
B Alcalá García, C Lorenzo Romero, MÁ Gómez Borja
Market-Tržište 36 (2), 133-152 , 2024
2024.0
Turismo colaborativo y sostenible. Evaluación de motivaciones y perfiles de usuario en la plataforma AirBnB
B Alcalá García
Universidad de Castilla-La Mancha , 2024
2024.0
El consumo colaborativo de alojamientos turísticos: Un modelo de análisis motivacional
BA García, CL Romero, MAG Borja
Documentos de Trabajo. Seminario Permanente de Ciencias Sociales, 3 , 2019
2019.0
El concepto de turismo responsable y sus campos semánticos en un conexto de turismo rural
BA García, MAG Borja, CL Romero
Documentos de Trabajo. Seminario Permanente de Ciencias Sociales, 8 , 2018
2018.0
Motivational Drivers of Airbnb Users Based on Their Sense of Community Preferences
B Alcalá García, C Lorenzo Romero, MÁ Gómez Borja
Available at SSRN 5365645 , 0