How tourist destinations’ activity-offer affects demand: The role of social media and distance Miguel Á Ruiz-Reina, Francisco Peco-Torres, Julio Vena-Oya, Miguel Á Rodríguez-Molina, José A Castañeda-García, et al. Journal of Vacation Marketing, 2026 Tourism demand has been a topic of interest among the scientific community for decades. Among the different approaches discussed in the literature, scholars have attempted to explain this demand using both traditional economic models, based on factors such as prices at the destination or tourist income, and also non-economic models focusing on social media, attractions or activities at the destination, or tourist movement patterns, for instance. However, to date, these non-economic perspectives have been analysed individually. In contrast, the objective of this study is to understand tourism demand from the triple perspective of destination activity-offer, combined with social media and tourist movement patterns. To fulfil this aim, information was gathered from 23 cities or municipalities of tourist interest in Andalusia (Spain), and econometric models were then developed to determine the tourism demand for different activities’ areas of influence, using primary and auxiliary regressions. The results show that both the number of activities on offer at the destination and the volume of social media comments about those activities are capable of explaining tourist demand for the different areas of influence at the destination and also affecting tourist movement patterns. Important implications can be drawn from these results to help in the management of tourism demand.
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance Francisco Peco-Torres, Adam Jones, Ana Isabel Polo-Peña, Dolores M. Frías-Jamilena Journal of Services Marketing, 2025 Purpose The purpose of this study is to propose an explanatory research model for the formation of service-firm brand image in the online context, within the theoretical framework of service-dominant logic (SDL). The study analyzes how brand image can be strengthened through individuals’ online value co-creation – with the firm, with online platforms or with other consumers – during the “dreaming” phase prior to selecting and purchasing a service, taking into account the moderating role of consumers’ uncertainty avoidance and the influence of strategic online reputation management on the value-creation process. Design/methodology/approach A quantitative empirical study was carried out among Spanish and British service consumers. Findings The results show that, for Spanish consumers (from a high uncertainty-avoidance culture), online value co-creation with online platforms and with other consumers in the “dreaming” phase has a positive and significant effect on service-firm brand image, while, for British consumers (from a low uncertainty-avoidance culture), online value co-creation with the firm has a positive and significant effect on brand image. Moreover, it is shown that strategic online reputation management has a positive and significant effect, in the “dreaming” phase, on value co-creation with the firm, with online platforms and with other consumers. Practical implications The results also have important business implications for service firms, showing how interaction with consumers in online media can enhance their brand image. Originality/value The study constitutes an advancement in the development of SDL theory, being the first to center on the very earliest stage in the customer journey – the “dreaming” phase – to empirically measure the effect of online value co-creation on service-brand image, as well as the moderating role of consumers’ uncertainty avoidance and the effect of strategic online reputation management on value co-creation.
The moderating effect of tourism type on the co-creation of a “slow destination” image and on tourist well-being Ana Isabel Polo-Peña, Francisco Peco-Torres, Dolores M. Frías-Jamilena, Ángel L. Coves-Martínez Journal of Hospitality and Tourism Insights, 2025 Purpose The aim of this study is to determine if a “slow destination” image increases tourist well-being and if online value co-creation successfully conveys a “slow destination” image and generates well-being among tourists who favor different tourism types (rural vs coastal). Design/methodology/approach A quantitative empirical study is conducted among German tourists who have undertaken a trip to Spain, reaching a representative sample of coastal and rural tourists. Findings The results show that (1) promoting a “slow destination” image can contribute to tourist well-being, regardless of tourism type, (2) the effect of online value co-creation on the “slow destination” image is significant for both types of tourism, albeit it is greater for rural tourists than for those who undertake coastal tourism and (3) online value co-creation positively and significantly influences the well-being of rural tourists, while it does so only indirectly for coastal tourists, via the “slow destination” image. Practical implications The study shows how tourist destinations can reorient their offer toward slow tourism and project a “slow tourism” image in order to achieve greater tourist well-being, strategically differentiating between tourism types, rural vs coastal. Originality/value The study demonstrates for the first time the effect of the “slow destination” image on tourist well-being and considers, also for the first time, the role that tourism type (rural vs coastal) plays in the influence of online value co-creation on both the “slow destination” image and tourist well-being.
Experience and artificial intelligence in hospitality and tourism: a review of reviews and a bibliometric analysis Ana Isabel Polo-Peña, Dolores María Frías-Jamilena, Francisco Peco-Torres, Miguel Ángel Rodríguez-Molina International Journal of Contemporary Hospitality Management, 2025 Purpose This study aims to determine the current state of the literature – and propose future research directions – on the topic of tourist experiences shaped by artificial intelligence (AI). A review of reviews dealing with the tourist experience is conducted, highlighting the growing use of AI (and its most advanced forms, captured under the umbrella term strong AI). A bibliometric analysis of tourist experiences powered by strong AI is conducted on this review. Design/methodology/approach This study implements a mixed methodology that combines a review of reviews with bibliometric analysis of the scientific literature on strong AI-enhanced tourist experiences. Findings The analysis provides insights into the evolution of the tourist experience based on the “experience economy” theory through a performance-based analysis and scientific mapping of studies dealing with strong AI-enhanced tourist experiences. Relevant future lines of research are proposed that explore new conceptual frameworks and their evolution toward considering more varied AI-based tools, services and environments, and tourism “agents,” and contribute to the scholarship on sustainability, authenticity and possible detrimental effects of AI. Research limitations/implications This study theoretically connects the “experience economy” model with tourism and strong AI. Lines of research are proposed to expand theoretical boundaries toward a more comprehensive understanding of tourist experiences mediated by strong AI and their contribution to well-being, authenticity and sustainability. Originality/value This highly original work addresses the current lack of studies that adopt a combined perspective – blending a review of reviews and bibliometric analysis – to examine the evolution of the tourist experience and, particularly, how AI is influencing that experience.
How to enhance online reputation? An empirical study from a joint customer–firm perspective Francisco Peco-Torres, Ana I. Polo-Peña, Dolores M. Frías-Jamilena Journal of Vacation Marketing, 2025 Online reputation is critical for hotel firms, as evidenced by consumer ratings in online media. The present study aims to develop insights into the antecedents of the hotel firm's online reputation and thus make a dual contribution to the literature by (a) examining the strategies implemented via online media as antecedents and (b) combining the firm's perception of the value it has delivered with the market's perspective. A quantitative empirical study on hotel firms and their consumers was conducted. The results show that the firm's perception of the value it has delivered (“firm perceived value”)—the antecedents of which are strategic online reputation-management and the strategic use of revenue-management—has a positive and significant effect on online reputation (as measured from the customer perspective), and that strategic online reputation-management has a positive and significant effect on the strategic use of revenue-management.
Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture Francisco Peco-Torres, Adam Jones, Ana I. Polo-Peña, Dolores M. Frías-Jamilena Journal of Hospitality and Tourism Technology, 2025 Purpose The purpose of this study is to analyze how hotels’ customer brand engagement (CBE) can be enhanced through tourists’ value co-creation with hotel online media or travel websites, as a means of achieving greater brand equity. The analysis considers the role of tourist national culture and draws on service-dominant logic as a theoretical framework. Design/methodology/approach A quantitative empirical study was conducted among Spanish and British hotel guests. Findings The results of this study show that: hotel CBE has a positive and significant effect on hotel brand equity; for Spanish hotel guests, value co-creation with travel websites has a positive and significant effect on hotel CBE; and for British hotel guests, value co-creation with hotel online media has a positive effect on hotel CBE. Practical implications The results of this study point to recommendations to guide hotel companies on how to achieve greater brand equity and CBE through value co-creation. Originality/value The main contributions of this study are that: it expands the extant service-dominant logic literature; it demonstrates the influence of CBE on brand equity in the online environment; it demonstrates the moderating role that tourists’ national culture plays in the relationship between online value co-creation and CBE; and it empirically demonstrates the impact of value co-creation with the hotel online media and with travel websites as well as the existence of a new phase in the tourist customer journey (the dreaming phase).
Can smart technologies enhance co-creation and destination perceived authenticity? Culture's moderating effect Carmen M Sabiote-Ortiz, Ángel L Coves-Martínez, Francisco Peco-Torres, Dolores M Frías-Jamilena Journal of Vacation Marketing, 2025 When it comes to tourists’ selection of the next destination to visit, among the current trends are the search for authenticity and the search for experiences, and technology plays a key role in satisfying both of these desires. The aim of this research is to better understand, from a cross-cultural perspective, how smart technologies may influence the co-creation of tourism experiences and enhance the perception of authenticity that travelers increasingly look for in a tourist destination. The study seeks to determine the moderating role of the tourist's national culture—in terms of the “uncertainty avoidance” dimension—in the following effects: (a) smart technology use on the consumer's search for destination authenticity; (b) smart technology use on tourism-experience co-creation; and (c) co-creation on destination perceived authenticity. The results suggest that it is important for destinations and suppliers of tourism services to implement smart technologies that enhance co-creation, as these affect the perceived authenticity of the destination visited—a growing contributor to tourist satisfaction.
Antecedents and consequences of strategic online-reputation management: moderating effect of online tools Francisco Peco-Torres, Ana I. Polo-Peña, Dolores M. Frías Jamilena Journal of Hospitality and Tourism Technology, 2023 Purpose This study aims to examine the antecedents and consequences of strategic online-reputation management among tourism firms. It is proposed that customer relationship management (CRM) is an antecedent of strategic online-reputation management, brand equity is a consequence of strategic online-reputation management and the use of online tools moderates the effect of strategic online-reputation management and CRM on brand equity. Design/methodology/approach A quantitative empirical study is conducted among online marketing managers of chain hotels. Structural equation modeling (SEM) is used to verify the proposed relationships. Findings The results show that CRM is an antecedent of strategic online-reputation management, and that strategic online-reputation management and CRM exert a positive effect on brand equity among firms that frequently use a range of online tools. No such effect is found in cases of limited usage of online tools. Practical implications Tourism firms seeking to achieve greater brand equity by means of strategic online-reputation management should implement CRM and make extensive use of online tools. Originality/value The main contributions of this study are that it analyzes the antecedents and consequences of strategic online-reputation management jointly and empirically; studies the moderating role of the use of online tools in the effect of online strategies – such as online-reputation management and CRM – on brand equity; and studies the consequences of CRM in online media.
Building loyalty towards ERASMUS+ host cities through a cool image and transformative experiences F Peco-Torres, AI Polo-Peña, H Andrews, R Maldonado-Leiva Place Branding and Public Diplomacy, 1-13 , 2026 2026
Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture F Peco-Torres, A Jones, AI Polo-Peña, DM Frías-Jamilena Journal of Hospitality and Tourism Technology 17 (1), 192-211 , 2026 2026 Citations: 3
How tourist destinations’ activity-offer affects demand: The role of social media and distance MÁ Ruiz-Reina, F Peco-Torres, J Vena-Oya, MÁ Rodríguez-Molina, ... Journal of Vacation Marketing, 13567667261447427 , 2026 2026
The moderating effect of tourism type on the co-creation of a “slow destination” image and on tourist well-being AI Polo-Peña, F Peco-Torres, DM Frías-Jamilena, ÁL Coves-Martínez Journal of Hospitality and Tourism Insights 8 (11), 294-314 , 2025 2025 Citations: 2
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance F Peco-Torres, A Jones, AI Polo-Peña, DM Frías-Jamilena Journal of Services Marketing 39 (10), 100-114 , 2025 2025 Citations: 2
Creación de un Producto Digital Interactivo para Motivar al Alumnado y Fomentar la Docencia Práctica Coordinada CM Sabiote Ortiz, MÁ Rodríguez Molina, F Fuentes Moreno, ... 2025
Experience and artificial intelligence in hospitality and tourism: a review of reviews and a bibliometric analysis AI Polo-Peña, DM Frías-Jamilena, F Peco-Torres, MÁ Rodríguez-Molina International Journal of Contemporary Hospitality Management 37 (7), 2306-2326 , 2025 2025 Citations: 9
Can smart technologies enhance co-creation and destination perceived authenticity? Culture's moderating effect CM Sabiote-Ortiz, ÁL Coves-Martínez, F Peco-Torres, DM Frías-Jamilena Journal of Vacation Marketing, 13567667241307393 , 2025 2025 Citations: 9
Policy Recommendations Based on the Experinces of Safe Project AIP Peña, FP Torres Safe Handbook: Sustainable Accessible Future Environments, 135-141 , 2025 2025
Accessibility and Safety of Open Spaces and Services in EU Urban Areas FP Torres, AIP Peña Safe Handbook: Sustainable Accessible Future Environments, 7-16 , 2025 2025
Earnings from Accessibility and Safety of Open Spaces and Services in Urban Areas in Different Locations FP Torres, AIP Peña, JMR Pino, MG Giner Safe Handbook: Sustainable Accessible Future Environments, 87-103 , 2025 2025
Assesment of the Experience on Accessibility and Safety of Open Spaces and Services in Urban Areas: Alternative Approaches AIP Peña, FP Torres Safe Handbook: Sustainable Accessible Future Environments, 119-134 , 2025 2025
How to enhance online reputation? An empirical study from a joint customer–firm perspective F Peco-Torres, AI Polo-Peña, DM Frías-Jamilena Journal of vacation marketing 31 (1), 67-82 , 2025 2025 Citations: 10
Can co-creating a “slow destination” image boost sustainability? DM Frías-Jamilena, AI Polo-Pena, F Peco-Torres, CM Sabiote-Ortiz Journal of Destination Marketing & Management 32, 100898 , 2024 2024 Citations: 27
Desarrollo de un producto digital interactivo dirigido a motivar al alumnado para el fomento de la docencia práctica coordinada entre materias CM Sabiote Ortiz, JA Castañeda García, DM Frías Jamilena, AI Polo Peña, ... 2024
Hacia dónde evoluciona el sector turístico y su impacto en la sostenibilidad AI Polo Peña, DM Frías Jamilena, F Peco Torres, C El Bakali Universidad de Granada , 2024 2024
Cities for Everyone: Co-Creating Scenarios for Accessible, Safe and Inclusive Futures. Lessons from the SAFE Project in Five European Cities K Henriksson, P Mantere, A Fifak, A Švigelj, M Bergmann, L Bökamp, ... Laurea-ammattikorkeakoulu , 2024 2024
Turismo accesible e inclusivo AI Polo-Peña, F Peco-Torres, DM Frías-Jamilena Cátedra de Gestión Turística, Empleo y Desarrollo. Universidad de Granada … , 2024 2024 Citations: 2
¿ Cómo generar un mayor bienestar entre los turistas? Potencial de la cocreación de valor online y de la imagen slow del destino para turistas rurales y de costa AI Polo Peña, DM Frías Jamilena, F Peco Torres, ÁL Coves-Martínez Cátedra de Gestión Turística, Empleo y Desarrollo (Universidad de Granada) , 2023 2023
MOST CITED SCHOLAR PUBLICATIONS
Brand personality in cultural tourism through social media F Peco-Torres, AI Polo-Pena, DM Frías-Jamilena Tourism Review 76 (1), 164-183 , 2021 2021 Citations: 100
The effect of COVID-19 on tourists’ intention to resume hotel consumption: The role of resilience F Peco-Torres, AI Polo-Peña, DM Frías-Jamilena International Journal of Hospitality Management 99, 103075 , 2021 2021 Citations: 75
The use of gamification in environmental interpretation and its effect on customer-based destination brand equity: The moderating role of psychological distance ML Fernández-Ruano, DM Frías-Jamilena, AI Polo-Peña, F Peco-Torres Journal of Destination Marketing & Management 23, 100677 , 2022 2022 Citations: 72
Revenue management and CRM via online media: The effect of their simultaneous implementation on hospitality firm performance F Peco-Torres, AI Polo-Peña, DM Frías-Jamilena Journal of Hospitality and Tourism Management 47, 46-57 , 2021 2021 Citations: 32
Tourists’ information literacy self-efficacy: its role in their adaptation to the “new normal” in the hotel context F Peco-Torres, AI Polo-Peña, DM Frías-Jamilena International Journal of Contemporary Hospitality Management 33 (12), 4526-4549 , 2021 2021 Citations: 31
Antecedents and consequences of strategic online-reputation management: moderating effect of online tools F Peco-Torres, AI Polo-Peña, DM Frías Jamilena Journal of Hospitality and Tourism Technology 14 (3), 384-400 , 2023 2023 Citations: 29
Can co-creating a “slow destination” image boost sustainability? DM Frías-Jamilena, AI Polo-Pena, F Peco-Torres, CM Sabiote-Ortiz Journal of Destination Marketing & Management 32, 100898 , 2024 2024 Citations: 27
How to enhance online reputation? An empirical study from a joint customer–firm perspective F Peco-Torres, AI Polo-Peña, DM Frías-Jamilena Journal of vacation marketing 31 (1), 67-82 , 2025 2025 Citations: 10
Experience and artificial intelligence in hospitality and tourism: a review of reviews and a bibliometric analysis AI Polo-Peña, DM Frías-Jamilena, F Peco-Torres, MÁ Rodríguez-Molina International Journal of Contemporary Hospitality Management 37 (7), 2306-2326 , 2025 2025 Citations: 9
Can smart technologies enhance co-creation and destination perceived authenticity? Culture's moderating effect CM Sabiote-Ortiz, ÁL Coves-Martínez, F Peco-Torres, DM Frías-Jamilena Journal of Vacation Marketing, 13567667241307393 , 2025 2025 Citations: 9
Customer brand engagement via value co-creation with hotel online media and travel websites and its effect on brand equity: the moderating role of culture F Peco-Torres, A Jones, AI Polo-Peña, DM Frías-Jamilena Journal of Hospitality and Tourism Technology 17 (1), 192-211 , 2026 2026 Citations: 3
The moderating effect of tourism type on the co-creation of a “slow destination” image and on tourist well-being AI Polo-Peña, F Peco-Torres, DM Frías-Jamilena, ÁL Coves-Martínez Journal of Hospitality and Tourism Insights 8 (11), 294-314 , 2025 2025 Citations: 2
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance F Peco-Torres, A Jones, AI Polo-Peña, DM Frías-Jamilena Journal of Services Marketing 39 (10), 100-114 , 2025 2025 Citations: 2
Turismo accesible e inclusivo AI Polo-Peña, F Peco-Torres, DM Frías-Jamilena Cátedra de Gestión Turística, Empleo y Desarrollo. Universidad de Granada … , 2024 2024 Citations: 2
“For a Million Steps”: The Use of Social Marketing and Wearable Devices in the Promotion of Physical Exercise to Achieve Quality of Life AI Polo-Peña, DM Frías-Jamilena, F Peco-Torres Applied Social Marketing and Quality of Life: Case Studies from an … , 2022 2022 Citations: 1
Efecto de las estrategias online en las empresas hoteleras y en el mercado. El rol de las características personales de los consumidores en el contexto de la COVID-19 F Peco Torres Universidad de Granada , 2021 2021 Citations: 1
Building loyalty towards ERASMUS+ host cities through a cool image and transformative experiences F Peco-Torres, AI Polo-Peña, H Andrews, R Maldonado-Leiva Place Branding and Public Diplomacy, 1-13 , 2026 2026
How tourist destinations’ activity-offer affects demand: The role of social media and distance MÁ Ruiz-Reina, F Peco-Torres, J Vena-Oya, MÁ Rodríguez-Molina, ... Journal of Vacation Marketing, 13567667261447427 , 2026 2026
Creación de un Producto Digital Interactivo para Motivar al Alumnado y Fomentar la Docencia Práctica Coordinada CM Sabiote Ortiz, MÁ Rodríguez Molina, F Fuentes Moreno, ... 2025
