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The objective of this study was to explore through the Model of Theory of Planned Behaviour the most important variables that influence the practice of physical and sports activity at home supported by virtual training in the context of the COVID-19 pandemic. A cross-study was proposed between countries from three continents, distributing the questionnaire in Spain (Europe), Pakistan (Asia), and Colombia (South America) to ensure a comprehensive study. The methodology of structural equations using partial least squares was used. The empirical exploratory study supported the hypotheses proposed, with the most important result that confinement due to the COVID-19 pandemic has been a factor causing the practice of physical and sports activity at home. This is one of the first studies to examine sports practice at home and the new context of sports practice that has generated disruptive technologies and the global crisis of the COVID-19 pandemic.

In the digital era, the reservation and purchase of tourist services online have increased, with factors such as images playing a crucial role in consumers' decision-making when choosing a hotel on comparison sites like Booking.com. The aim of this study was to analyse the importance of appropriately using photographs, specifically of hotels, according to the tourist destination to be visited. This study employs a quasi-experimental design with four groups to investigate the impact of specific images on hotel selection according to the tourist destination. Conducted in a Gesell chamber using eye-tracking technology, two experimental and two control groups were formed with 11 individuals each, randomly assigned. The results show that image characteristics significantly influence reservation decisions. Specifically, in groups where images aligned with a beach, urban, or rural destination were presented, participants consistently chose the hotel that displayed related images. Additionally, it was found that the first image located on the right side of the screen received more visual attention. These findings underscore the importance of using appropriate images to influence customer choices and enhance online marketing of tourist destinations and their hotels.

Higher education institutions have generated competitive advantages by responding to the employment needs of the industry and designing an attractive offer to the academic community. This study aims to create a measurement tool for student perception of university brand positioning. For this purpose, a sequential mixed methodological design is carried out, which starts from a review of the literature to establish the measurement instrument and then is validated by exploratory factor analysis. The findings verified three constructs namely perceived quality, brand image and brand identity, related to the measurement of positioning in nine accredited universities in Colombia. Thus, it was found that the constructs fit the parameters for measuring university brand positioning from the student perspective. Limitations were found to be that it only covers the student perspective and does not involve other members of the university stakeholders and only in the city of Medellin.

Influencers are tools implemented in digital marketing as a communication mechanism between the brand and its target; however, there are few studies that observe the relationship between the personality of the follower and their attitude towards the influencer. The objective of this study is to explore whether personality traits influence positive attitudes towards influencers. An empirical study was carried out in Spain and Colombia with a sample of 381 individuals and cause-effect relationships were analysed using the partial least squares methodology. The results show that extroversion and disordered personality traits are related to positive attitudes towards influencers and there could be some differences between genders, specifically men with a calm personality and women with a sympathetic personality.