The increase of environmental problems due to the tourist activity has given rise to conservation of environment in destinations. In this sense, regional, national, and international regulatory provisions have proliferated during the last years. This article analyses the perception in the society about this kind of distinguishing signs, for the specific case of protected natural areas. Since local population participates in the appropriate development of protected areas, the knowledge and the communication of protection’s forms are necessary to achieve the purpose for which they were created. This article uses a structural equation model to know the relationship between implication of local population, knowledge and perception of forms to protect natural areas, and the influence on the support of actions related with these forms of protection. This article represents a sustainable innovation with the aim of getting recommendations about the use of distinguishing signs by tourist authorities, to achieve a good knowledge and communication of these signs, and an optimal management of destinations. The main result is that the perception of the effects produced by figures of protection influences on the support of actions related with these figures; in this way, the more positive perception is, the higher the support is.

An increasing number of companies engage with global markets due to technological advances, digitalisation and the homogenisation of consumers’ tastes. Taking into account the consumers’ opinion becomes more important in the current global output. On the other hand, the use of social media promotes the interaction between companies and users, and they are considered to be key elements in generating socialisation and, in addition, they contribute to generating images, communicating and improving participation. This interaction represents the moment in which value is generated in the commercial offer. In this context, the co-creation as marketing strategy is considered a very useful tool to approach the consumers and, thus, facilitate the global result, becoming social media as an important resource for management. The aim of this paper is to show the relevance of the global marketing strategy in fashion and accessories’ retail sector, as well as to study the role that companies grant to co-creation such as strategy which allows approaching consumer in those international markets. For this purpose, we will focus on Spanish firms in the fashion and accessories industry. In sum, this qualitative study, analysed using Atlas.ti^® software, leads to a new paradigm which represents the transition of a brand model based on proposing solutions, proposals, and collective responses, to a business model that increasingly develops proposals, solutions and individual responses.

This study aims to investigate the dynamics of online purchasing behavior through the analysis of a sample of students from Italy. The objective is twofold: firstly, to outline a descriptive picture of the type of relationship with the web and the use of the TAM model to highlight the propensity to use electronic commerce by the analyzed sample. An interesting evidence is the prevalence of using the Internet for social activities rather than for purchases. In fact, the propensity to purchase online is still very limited and mainly concerns cultural and tourist services rather than physical products. Mobile devices are the main devices for connecting students to the Web and, consequently, the most used for purchasing online.

1. Today, ‘sustainability’ is increasingly present in all aspects of society. This is driven by regulations such as Directive (EU) 2022/2464 of the European Parliament and Council of 14 December 20...

The introduction of new undergraduate degrees adapted to the European Higher Education Area (EHEA) requires a coordinated effort by teachers, because the different subjects are based on a new methodology of teaching and learning. The Social Sciences School of Cuenca offers degrees in Business Administration, Law and Labor Sciences. The progressive adaptation of the undergraduate degrees at the University of Castilla-La Mancha has culminated with the introduction, in the academic year 2009-2010, of the Business Administration Degree and, beginning in academic year 2010-2011, of the Degrees in Law and in Industrial Relations and Human Resource Development, once they have all been verified by the National Agency for Quality Assessment and Accreditation (ANECA). This paper addresses opportunities for coordination among teachers that occur in the implementation of new degree of Law and Business Administration, through the joint work of teachers in different aspects of competency-based education. After the first course of the new degrees, it must articulate all coordination tools that allow teachers to conduct their work effectively and efficiently, with the aim of providing the best possible service to students. The synergies arising from this deployment will allow better planning tools in the implementation of the following degrees.