Exploring value creation with Social Media use in hotels

En la última década las tecnologías de Social Media han revolucionado el entorno competitivo, reinventando la forma de relacionarse con los clientes. En el sector hotelero, hoteles de todo el mundo están usando dichas herramientas para atraer a los clientes, estableciendo conversaciones colaborativas con ellos que vayan forjando vínculos emocionales con la marca. Asimismo, los hoteles se han dado cuenta de que herramientas Social Media se han convertido en facilitadoras de estrategias CRM (Gestión de Relaciones con Clientes), por lo que están integrando el uso de ambas herramientas para conocer mejor a sus clientes. No obstante, a pesar de la gran relevancia y del uso generalizado de Social CRM, la eficacia de dichas herramientas y su impacto en la creación de valor han sido aspectos poco analizados en estudios previos. Asimismo, la escasa investigación existente parece indicar que los hoteles no están aprovechando todo su potencial transformador. Con objeto de explorar la temática, el presente trabajo propone un marco teórico en el que se analiza cómo los hoteles pueden beneficiarse del uso de Social Media (uso de redes sociales y de sitios de revisión), examinando su impacto en resultados e introduciendo el papel mediador de las capacidades de gestión de relación con clientes usando Social Media. El trabajo supone una primera aproximación teórica al fenómeno, y constituye una base para la realización de futuros análisis empíricos.

A model of increased impulsivity in rats with bilateral parkinsonism treated with Pramipexole

Impulse control disorders (ICD) is a common side effect of the dopaminergic treatment in patients with Parkinson's disease, which is more associated with dopamine agonists than with levodopa. To understand its pathophysiology, reliable animal models are essential. Using the variable delay-to-signal (VDS) paradigm, impulsivity was evaluated in bilateral parkinsonian rats treated with pramipexole (PPX). In this test, rats have to introduce the snout into a nose poke that is signaled by a light (presented at variable delays) triggering the delivery of a food reward after a correct response. Reaching a stable baseline performance, a partial bilateral dopaminergic lesion with 6-OHDA was induced in the dorsolateral striatum (AP: +1mm, L: ±3.4mm, V:-4.7 mm, Bregma). Rats undertook the VDS test under 5 conditions: basal state, 6-OHDA-induced lesion, the effect of two doses of PPX (0,25mg/kg and 3mg/kg; Latin-square design), and the day after the last dose of PPX. Only the acute administration of 3 mg/kg of PPX significantly rised the number of premature responses, indicating an increase of impulsive behavior, in parkinsonian but not in sham rats. Both doses of PPX significantly decreased the accuracy of responding (correct/total number of responses) and increased the incorrect and perseverative (compulsive behavior) responses in both parkinsonian and sham treated groups when compared with saline-treated groups. In conclusion, PPX induced attention deficit (lack of accuracy) as well as compulsive behavior in control and parkinsonian rats, but increased impulsivity only in the parkinsonian animals. This model could constitute a valid tool to investigate the pathophysiology of ICD.

Some features of the law and order model in Spain

This research is based on the hypothesis that law and order model is displacing the procedura justice system in Spain. After a thorough review of the international literature, one can observe that the traditional structure of the penal system does not seem to be capable of containing the new forms of crime. The new penal model assumes that public opinion is alarmed and unwilling to understand rational approaches to crime, so it will be likely to accept measures aimed at calming the fear of crime, through extensive control policies and penal tools to manage uncivil behavior. Objectives and methodology A measuring instrument has been developed to confirm this hypothesis, consisting of ten features that characterize the law and order model. This instrument has been used to identify examples of its ten features in the rules and practices developed at each phase of the Spanish criminal justice system. The analysis has focused specifically on public discourse about delinquency, criminal policy decisions, legislative processes, police routines, judicial dynamics, and prison system practices. Main results The investigation has shown that there are many processes and practices indicating that the law and order model is consolidating itself in the Spanish penal system. Nevertheless this process has a different intensity at each phase, being stronger at the legislative stage and softer in the penitentiary enforcement phase. One of the main conclusions is, therefore, that the designed instrument is ideal for measuring the degree of penetration of the model throughout the system. Some of the most striking results of the reasearch will be presented at the conference. Finally, proposals arise that could prevent the new model is fully seated in our criminal justice system, finding that the trend toward more severe penalties shown already unsustainable.