In this research we analyze links between happiness and cultural tourism, taking the European Holy Grail Route in Spain as a cultural tourist product. Questions that arise are, among others, can cultural tourism generate understanding and social cohesion? Consequently, can it also mean increasing the happiness of both tourists and the host population? How and what can be learned from cultural tourism as a peaceful social process? Specifically, a qualitative approach was made in which we conducted semi-structured interviews with people belonging to civil society associations linked to the route. An analysis of the narratives (from the interviews) through the grounded theory was carried out. Improved individual reasons for happiness and social cohesion as a result of positive significant experiences are observed in the first step of results, and an exportable Decalogue of social behavior in cultural tourism experiences is presented and evaluated by the interviewees and shown as a research proposal.

Purpose: This study aims to analyze communication from the perspective of social marketing, positive emotions, and the topics chosen by Spanish tourist destinations to show their destination image. Additionally, this research shows a message classification model, based on the aforementioned characteristics, that has generated a greater impact, offering clarity to tourism managers on the type of content they should publish to achieve greater visibility.Design/methodology/approach: The methodology used in this work combines content analysis and data mining techniques. The classification tree using the chi-square automatic interaction detector (CHAID) algorithm was selected to determine predictors of like behaviour.Findings: The results show that the predictor variables have been emotions, social marketing and topics. Also, the characteristics of the messages most likely to have a high impact are those related to emotions of joy or happiness, their purpose is behavioural, and they talk about rural, cultural issues, special dates, getaways, or highlights of a town or city for something specific.Originality/value: This study is the first to analyze the content of the tweets shared by destination tourism managers from a social marketing, positive emotions, and sustainability perspective, determining the possible predictors of likes on Twitter. The authors contribute to the literature by deepening the understanding of how social marketing and the positive emotions promoted drive a more significant impact in tourism communication campaigns on social media. The authors provide destination managers with a way better to understand the variables relevant to users in tourism content.

Currently, age is characterized by implementing business management models based on precarious work and a massive reduction in jobs. This article aims to analyze the degree of happiness perceived in Spanish entrepreneurs, as opposed to that perceived by the employees, and if that happiness is associated with certain sociodemographic variables (such as gender, level of studies, and income level). For this purpose, a brief literature review of the economy of happiness is carried out, considering studies regarding the happiness–entrepreneurship connection over the past few years. With data provided by the Sociological Research Center (C.I.S.) barometer survey, we work in two phases: (1) descriptive and inferential on possible associations between the variables, and (2) the calculation of probabilities through logistic regression. The main result shows that the entrepreneurs with employees are happiest. When the null hypothesis is rejected, the categories that seem to show the most happiness are those with higher education and those in the highest income ranges analyzed. Among the main limitations in this work is the scarcity of bibliographic production on the subject matter of this paper. This paper helps to cover part of this gap.

This paper will analyze knowledge management trends in organizations framed in the most up-to-date currents in administration in order to explain the knowledge-based vision, developed by multi-dimensional strategies in value creation. Furthermore, considering the various critical processes from the strategic alliances and the dynamic capabilities that determine it. In an analytical, bibliographic-documentary approach, study categories are defined to interpret and contrast how knowledge continues to be a comparative advantage, demonstrated in its conceptual deconstruction, where theoretical discussions are generated. The same advantage point to new conceptions extracted from its applicative composition in the 21st century organizations, which implies various human and process adaptations. It is concluded that knowledge management and dynamic capacities, and strategic alliances are essential for organizational success and social welfare.

The role of Non-Governmental Organizations (NGOs) in disseminating and protecting children’s rights is fundamental by increasing society’s knowledge about the reality that children face, thus mobilizing citizen attention. In this paper, we present an original study on social media data, specifically Twitter, to analyze childhood NGOs, evaluating the success of their content (through the likes obtained by publications) from the perspective of social marketing and prospective theory. In addition, it examines the positioning of organizations concerning the types of messages identified. The methodological approach is based on data mining, content analysis, and simple correspondence analysis through which the typology of the messages and positioning map are determined. The results suggest that these organizations generate predictable communication by publishing on specific topics and only increasing the number of tweets in emergencies when they are requiring urgent help. Some tweets show an immediate risk to which children are exposed if they do not receive help, which aligns with one of the premises of the Prospect Theory. Furthermore, a more significant number of posts does not necessarily imply a greater number of likes. Three types of messages have been determined: informative tweets that point out risks (type 1), impartial dialogue tweets (type 2), and action tweets that highlight benefits (type 3), confirmed through the Kruskal-Wallis test to have a relationship with impact. The positioning map shows that type 3 messages, which World Vision Spain opts for, are the most popular, followed by type 1, which Educo leans towards. Finally, there are those of type 2, with which UNICEF Spain is associated. The main implication is that our analysis validates the use of social media such as Twitter to analyze NGOs and proposes these social media platforms to be an important tool in mobilizing the community. In addition, this study offers parameters when constructing the messages for use in social marketing campaigns according to decisions that involve risk or certainty.

This paper presents an approach for analyzing the stakeholders from various organizations based on their Facebook activity. On a practical level, the proposed approach has been applied in two of the Non-Governmental Development Organizations (NGDOs) with the largest number of delegations in the province of Cadiz: Red Cross Cadiz, and Caritas Asidonia Jerez. The purposes of the research are to describe the management of marketing activities on Facebook; to identify the network stakeholders, their roles in the communication, and the community generating factors; and to position organizations according to their leadership, activity, and popularity in the network. This study used a mixed-methods research design, combining personal interviews and Social Network Analysis (SNA). The SNA provided insights into the various ways the analyzed NGDOs are active on Facebook, the roles they play in communication, and how communities are generated. Moreover, the SNA made it possible to visualize the interactions between organizations and their stakeholders within the Facebook environment using the Gephi software package. Two factors that generate communities were detected in the results: the organization’s nature and its geographical location. Moreover, two solutions were proposed to determine the organizations’ positioning according to their roles in communication. Consequently, two maps were created, a two-dimensional map with the activity and popularity of the parameters, which shows that just because an NGDO is active does not mean it is popular (in terms of receiving “likes”), and a second three-dimensional graph to which a leadership parameter was added. In this last map, four groups of important actors can be seen, with one group formed by the organizations with the best ratings on the three dimensions, and the other three with a low level of leadership in common but who were different in terms of the popularity and activity dimensions.