This study presents a literature review and an empirical research to analyze the connection between self-congruity, perceived social value, and use of social media by Generation Y tourists. To contrast the hypotheses of the study, a quantitative research was carried out among young Spanish travelers. As a result, 444 valid surveys were collected during February of 2016. Structural equation modeling (SEM) was used to estimate the connection between the constructs. The results show that self-congruity leads to perceived social value and the use of virtual social networks. In addition, perceived social value leads to satisfaction, and satisfaction leads to revisit intention and positive WOM. Finally, positive WOM intention influences the intensity of the use of virtual social networks by Generation Y travelers. As a part of the conclusions, the article presents the managerial implications of these relationships.

The present study aims to propose and empirically contrast a structural model of relationships between academic-professional competences in tourism higher education. Currently, much attention is being paid to the concept of competence. However, in the literature review, we did not find any proposal for a holistic approach that tends to understand the relationships between the generic and specific competences in higher education. This study is focused on a subject of the tourism degree in the University of Seville (Spain). It is based on a sample of 154 students. The results confirm that there are relationships between the generic and specific competences.

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