Abstract

Abstract
Although still little-known, glamping has become a nature-based tourism option for people who want a higher level of comfort. The offer of this type of accommodation is growing, namely in Portugal, but there are still few studies that address the motivations and other relevant factors explaining its adoption or refusal by consumers. The present study applied a qualitative approach aimed at exploring consumers’ motivations or obstacles for choosing glamping, and their perceptions as tourists on the differences between glamping and camping. Data were collected through the conduction of focus groups held in 2017 and content analysis techniques for contextualized interpretations were used. The most important motivational driver to go glamping is the direct contact with nature. Glamour, comfort, privacy and a different experience are also important aspects that consumers appreciate. Inversely, the main obstacles are the cost, the limited offer, the lack of knowledge, and the non-authenticity, compared to camping, of the offer.

Abstract
Guerrilla marketing is an innovative approach to communicate with customers and to capture their attention essentially due to its inherent creativity, unconventional media, and low cost. Despite the interesting contributions in the literature on this topic, most of what is known about guerrilla marketing is confined to its use and impact on consumers. This study aims to fill a gap identified in the guerrilla marketing literature by conducting an exploratory research study on the propensity of performing guerrilla marketing campaigns in a Business-to-Business (B2B) context. The research objectives of this paper are (i) identifying the perceptions of B2B managers on guerrilla marketing campaigns and (ii) exploring determinants of the adoption of guerrilla marketing campaigns targeted at corporate customers.We present the results of a qualitative research study comprising 12 semi-structured interviews with managers of different business areas. A content analysis was performed using Nvivo software.Participants in this study demonstrated that B2B managers recognize and value the advantages associated with guerrilla communication, which is in many instances seen as useful and viable for the B2B sector. The propensity for adoption is dependent on internal factors such as corporate culture, managers’ and collaborators’ profiles, risk-proneness, market share, and product innovativeness, but also on the sector’s usual practices of innovation and communication. Guerrilla marketing campaigns are more appropriate for attracting new B2B customers and need to be carefully adapted to the targets' profiles and preferences.

Abstract

Abstract
The development of relationships by private non-profit organizations (NPOs) with companies is fundamental to their sustainability. However, relational marketing and the definition of fundraising and communication strategies tend to be under-explored, resulting in punctual relationships with donors. This paper proposes to explore ways of developing relationships between NPOs and companies. After a systematization of the main contributions present in the literature, a qualitative and exploratory study was presented, in which semi-structured interviews were conducted with 8 NPO managers with different fields of activity and 16 managers of small, medium and large companies, all with headquarters in the district of Aveiro. The results show that what drives companies to support NPOs are essentially non-material benefits, such as the emotional impact on employees and other stakeholders. There are clear differences between small and large companies, the latter being more prone to formal relations. It was verified, however, that even the occasional supports can be recurrent and repeated, lacking the capacity to protocol the relation. Overall, the data offer interesting clues to NPO staff, namely resulting from a comparison of the different perspectives of the participants.

Abstract
This research aims to contribute to the understanding of how the experience influences music festival participants' satisfaction, and the latter affects future behavior. A quantitative methodology was adopted using a questionnaire as research instrument, which was applied to 240 participants in the Rock in Rio Lisbon festival 2014. The results point to a positive relation between satisfaction and the different dimensions of experience, including the social one that was developed for the present study. © 2018. revistaESPACIOS.com.