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- Wine tourist profiling in the Porto wine cellars: segmentation based on wine product involvementPublication . Santos, Vasco; Ramos, Paulo; Almeida, Nuno; Marôco, João; Santos-Pavón, EnriqueThis paper segments a sample of 918 Porto wine cellars visitors based on their wine product involvement. A segmentation methodology was applied to the wine product involvement of wine tourists. Three clusters were identified with high, medium and low wine product involvement levels. The relevant theoretical contribution of this study was to provide new evidence of segmentation based on product involvement studies in the wine tourism market field in an area were empirical studies still remain scarce. The findings offer managerial implications regarding the wine tourists’ identification and how to better adapt the visits. This is also the first study demonstrating wine tourist profiling and segmentation specifically applied to involvement with the Porto wine product.
- Developing a wine experience scale: A new strategy to measure holistic behaviour of wine touristsPublication . Santos, Vasco; Ramos, Paulo; Almeida, Nuno; Santos-Pavón, EnriqueThis study develops a scale to measure wine tourism experiences and was tested in Portugal, in two of the main wine tourism centres: Porto and Madeira. The wine experience scale combines experience traits with the traditional approach to scales related to wine tourism. The development of the scale follows the most recognised validated procedures. Data were collected from a total of 647 international wine tourists in the wine cellars of the two main fortified wine tourism regions visiting areas: Porto and Madeira. Structural equation modelling (SEM-AMOS) was used as the main analysis and validation tool. The resulting 18-item wine experience scale comprises four major dimensions: (1) Wine storytelling, (2) wine tasting excitement, (3) wine involvement, and (4) winescape. All these showed reliable and validated indicators. This new scale presents a valid new tool to better measure and evaluate experiences in a wine tourism setting. This study o ers a broad range of use for academics, managers, planners, and practitioners. It shows how a new measurement tool focused on the wine tourism experience in terms of several outcomes and applications, addressing important practical managerial implications, can have an impact on academic research. Most previous tourism scales still fail to measure the specifics of wine settings. This is the first scale that comprises the dimensions of experience with wine senses, applied in a relevant wine destination where research is still limited. The results are relevant in boosting the increasingly recognized awareness of Portugal as wine tourism, as well as bringing experience scales to the body of knowledge.
- Strategic Talent Management: The Impact of Employer Branding on the Affective Commitment of EmployeesPublication . Alves, Patrícia; Santos, Vasco; Reis, Isabel; Martinho, Filipa; Martinho, Domingos; Sampaio, Marta Correia; Sousa, Maria José; Au-Yong-Oliveira, ManuelIn a globalization context, underlined by the speed of technological transformation and increasingly competitive markets, the perspective of human capital, as an asset of strategic importance, stands out in differentiating human resource practices. Under this reality, the employer branding (EB) concept gains more and more importance as a strategic tool to attract, retain, and involve human capital, given that this has become a source of competitive advantage to companies. Within this context, this study aimed to evaluate the relationship between employer branding strategies implemented by organizations, as well as their impact on the employee’s affective commitment, evident in certain organizational cultures, which are sustained over time. The methodological framework applied to this study is quantitative, and the data collection was carried out with the application of an employer branding and an affective commitment questionnaire. To achieve a good representation of the active population, the sample of the quantitative study was composed of 172 individuals, working in the public and private sectors in Portugal, exercising different positions in the different sectors of activity. Results obtained with these techniques indicate a high level of affective organizational commitment (AOC) of employees in the organizations surveyed, suggesting that affective commitment develops when the individual becomes involved and identifies with the organization.
- Employer Branding Applied to SMEs: A Pioneering Model Proposal for Attracting and Retaining TalentPublication . Monteiro, Beatriz; Santos, Vasco; Reis, Isabel; Sampaio, Marta Correia; Sousa, Bruno; Martinho, Filipa; Sousa, Maria José; Au-Yong-Oliveira, ManuelMost business enterprises are small and medium-sized enterprises (SMEs), and many of them are without a human resource and recruitment department. Thus, one of the challenges that organizations currently face is to find a strategy to retain and attract talent. To overcome this difficulty, enterprises must invest in employer branding policies and be aware of the factors that differentiate them from others when attracting employees. This study aims to develop an employer branding model applicable to SMEs, to increase and enhance the attraction and retention of talents. An exploratory approach based on a quantitative perspective was adopted to develop an employer branding model applied to SMEs, with two major reference employer branding models and frameworks used as the main support. The model of employer branding was applied to SMEs regarding four dimensions, whereby essential questions are asked, namely (1) organizational culture (e.g., do employees have a job description aligned with the corporate culture?), (2) company strategy (e.g., what is the strategy if business volume decreases?), (3) company reputation (e.g., how do you perceive and treat negative feedback?), and (4) reward systems (e.g., do you feel that your employees are motivated intrinsically or extrinsically or both?), ordered by layers based on a logical sequence. The new proposed model is expected to serve as a useful strategic tool and as a basis for attracting, retaining and managing talent, specifically in the SMEs context. This new model provides a set of strategic and competitiveness benefits for SMEs, while contributing to making enterprises more profitable. The model also contributes to SMEs having a better image and reputation, enabling them to stand out from others in the war for talent.