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- Integración del neuromarketing y la neurocomunicación en la formación académicaPublication . Nogueira, Ana Gabriela C. Frazão; Weber, Patricia; Popp, Tadiane Regina; Ferreira, Ana Cátia; Cuesta, Ubaldo; Barrientos-Báez, AlmudenaSe puede resumir Egolf (2012) al considerar que la neurocomunicación es la aplicación de la Neurociencia y el comportamiento humano a la Comunicación, lo que permite crear interacciones más precisas a partir de la comprensión de las necesidades humanas, cómo piensa y se comporta el ciudadano-consumidor. Considerando que la neurocomunicación es una ciencia aplicada que une la razón, la emoción y la biología cerebral, se asume que esta sugiere la optimización de la eficacia del proceso comunicativo, prestando especial atención a los sesgos cognitivos de la recepción y respuesta a los mensajes. Potenciar éticamente la Comunicación para estructuras y modelos que se centran en el cuidado de ‘cómo comunicamos’ permite a la neurociencia aplicada al consumo comprender, por ejemplo, por qué y cómo compramos o, si se aplica al Design, ‘cómo percibimos y reaccionamos visualmente’. Sutil Martín (2013, s/p) refiere que la neurociencia «tienen una extraordinaria relevancia en el seno de las organizaciones empresariales entendidas como nodos fundamentales que configuran la actividad económica así como entornos donde se produce un importante tipo de relaciones sociales, las relaciones laborales» asumiendo, también, que el objetivo principal deberá ser «entrenar el cerebro del nuevo directivo para que pueda responder exitosamente a la velocidad con que se le exige actuar» (2013, p. 12) dentro y fuera de la empresa. Por otro lado, Becker y Cropanzano (2012, p. 1056) señalan que «la neurociencia organizacional se entiende mejor como un paradigma o marco interpretativo que arroja nueva luz sobre los problemas existentes, además de plantear cuestiones que de otro modo podrían no tenerse en cuenta», mientras que Natal y Carruesco, (2015, s/p) asumen que «el consumidor exige soluciones que se adapten de forma personalizada a sus necesidades, porque siente que, entre toda la oferta comercial existente, encontrará a alguien que le ofrezca exactamente lo que desea». Partiendo de esta línea de pensamiento, se podría considerar la neurocomunicación aplicada como una erramienta mimética, es decir, al potenciar las relaciones emocionales, la memoria y la inteligencia, ella sistematiza y se asemeja al comportamiento del cerebro. En realidad, de forma tangible y cotidiana, la neurocomunicación aplicada potencia la relación humana con cualquier acción, contexto o decisión, influyendo, de este modo, en los grupos y en la sociedad (ahora sin fronteras), controlando y originando, una inteligencia social y comportamientos conscientes. En este sentido, esta investigación se basa en la creciente importancia de las neurociencias aplicadas a la comunicación y al marketing, áreas que demandan profesionales capacitados para satisfacer las exigencias del mercado actual.
- Evaluating the role of digital technologies in enhancing warehouse efficiencyPublication . Perkumienė, Dalia; Samuolaitis, Mindaugas; Hasanov, Jamil; Dinis, Maria Alzira Pimenta; Safaa, Larbi; Leal Filho, Walter; Perkumienė, Dalia; Dinis, Maria Alzira PimentaThis article evaluates the role of digital technologies in enhancing warehouse efficiency, using Amazon as a case study. Over the past few years, the corporation has been using its new technology capabilities to create digital solutions that increase operational efficiency. Digital technology offers significant advantages in areas including accuracy, productivity, information sharing, and inventory control. Therefore, the study’s primary goal is to assess the digitalization solutions that enhance Amazon’s warehouse operations. For this work, a qualitative research methodology was employed, and data was gathered via SWOT analysis and semi-structured interviews. Seven Amazon employees involved in warehouse operations participated in the study. Warehouse management systems (WMS), RFID technology, Internet of Things (IoT)-enabled sensors, robotics (such Kiva robots), machine learning, and cloud platforms are some of the important digital tools utilized in Amazon’s warehouse operations. The implementation of these technologies led to a 99% increase in inventory accuracy, a 60% reduction in error rates, a 30% decrease in labor dependency, and a 25% reduction in order picking time. In addition, online data tracking was enhanced, particularly using RFID and IoT tools, which increased decision-making speed and accuracy. Staff training issues, incompatibility with outdated systems, and brief technological hiccups were among the obstacles to digitization. However, the total advantages of modernizing an organization and integrating new technology into its structure outweigh all of these, according to research participants. Under headings like artificial intelligence and machine learning, the reviewers claim that the digitization process has significantly improved a company’s warehouse operations.
- PrefacePublication . Safaa, Larbi; Leal Filho, Walter; Perkumienė, Dalia; Dinis, Maria Alzira Pimenta; Safaa, Larbi; Leal Filho, Walter; Perkumienė, Dalia; Dinis, Maria Alzira Pimenta
- Tourism, sustainability and innovation: low-tech roots and high-tech horizonsPublication . Safaa, Larbi; Leal Filho, Walter; Perkumienė, Dalia; Dinis, Maria Alzira Pimenta; Safaa, Larbi; Leal Filho, Walter; Perkumienė, Dalia; Dinis, Maria Alzira PimentaToday, tourism offers a privileged perspective to explore the relationships between sustainability, innovation, and inclusion. This volume, Tourism, Sustainability and Innovation: Low-Tech Roots and High-Tech Horizons (part of the World Sustainability Series), includes contributions from scholars with 23 different nationalities (Belgium, Bulgaria, Cameroon, China, Finland, France, Germany, Hungary, Japan, Kazakhstan, Latvia, Lithuania, Morocco, Poland, Portugal, Qatar, Saudi Arabia, Spain, Taiwan, Tunisia, Turkey, Ukraine, United Kingdom). This diversity reflects the richness of perspectives included in the book, encompassing around fifteen different case studies and country contexts, analyzed through a variety of cultural, economic, and institutional lenses. Collectively, the chapters open a dialogue on how to reconcile practices deeply rooted in local territories with the emerging horizons shaped by new technologies. Central to the theme of Tourism, Sustainability and Innovation: Low-Tech Roots and High-Tech Horizons is a creative tension: how do we embrace the authenticity of local practices, traditional “know-how” and cultural resources, often carriers of resilience and ‘low-tech’ sustainability, while purposely bringing in the digital, intelligent, automated solutions that are transforming tourism today? The difficulty is not to play past against future, but to think about how innovation can keep hold of tourism’s human, social and territorial roots, and at the same time, open new possibilities. From this point of view, notably, we can ask: How can tourism experiences be meaningfully inclusive? How can digital transformation add to our focus on sustainability? And how can technology be deployed not for itself alone, but as a lever for destinations, communities, and stakeholders across the industry? This book is important because it redefines innovation in tourism beyond just high-tech solutions. It promotes a balanced approach that values basic "low-tech" sustainable practices, like community-based models and resource conservation. At the same time, it shows the rôle of advanced "high-tech" tools, such as AI and big data. By connecting this often-neglected range, it offers a complete and practical framework for building a truly sustainable tourism sector. It serves as a necessary guide to ensure that innovation supports the larger goals of environmental responsibility, social fairness, and lasting resilience. The book is structured around six main sections, each reflecting a key thematic axis of contemporary tourism research. The first section, Vulnerability, Rights and Sustainable Pathways in Tourism, highlights institutional transitions, multi-level governance, legal protections, and the need for more equitable and resilient destinations. The second section, New Trends in Technology, Digitalization and Innovation in Tourism, examines neuro-tourism, smart technologies, digital platforms such as Booking.com and Instagram, public digitalization, logistics optimization, and issues related to data protection, privacy and ethics. The third section, Tourism Destinations: Image, Perceptions, and Governance, explores destination image, emotional connections, social media dynamics, urban environments, and the e-reputation of cities including Essaouira, Marrakech, Makkah and Jeddah. The fourth section, Tourism, Heritage and Cultural Resources, focuses on cultural and intangible heritage, creative and art tourism, gastronomy, value systems in online reviews, and legal perspectives on medical tourism. The fifth section, Entrepreneurship, Career Dynamics and Organizational Transformation in Tourism, addresses community participation, professional trajectories in the hotel sector, digital transformation in organizations, and legal dimensions of transportation and accommodation. Finally, the sixth section, Tourist Experiences and Behavioral Perspectives, examines rural tourism experiences, tourist expenditures, senior well-being, urban mobility, leisure infrastructures, and issues of personal data protection in the age of artificial intelligence.