Lina Marcela Padilla‐Delgado, Marysol Castillo‐Palacio, Alexander Zuñiga‐Collazos. The purpose of this article is to examine the conceptualisation and evolution of birdwatching as an activity of nature tourism, drawing upon existing literature. A bibliometric analysis was conducted. The Scopus database was used, resulting in the selection of 47 relevant studies. This study identifies the key components (factors, drivers, and future research) necessary for fostering development of birdwatching as a sustainable strategy. The present study initiated with the existing literature on Nature‐based tourism as defined by the UNWTO (World Tourism Organization) classification, starting with the theoretical proposals. The analysis focused on renowned journals on the topic, according to the Scimago Journal & Country Rank (SJR), from 2020 to 2023. The findings show that studies on Nature‐based tourism and birdwatching published in the last four years are mainly related to conservation, ecotourism and ecosystems. The results of the present research show varied information with respect to approaches towards birdwatching, the opportunities and the challenges

Víctor H. Valencia-Giraldo, Marysol Castillo-Palacio, Pablo C. Gómez-López, Andrés A. Navarro-Newball, David S. Baldeón-Padilla. The literature of Andrés Caicedo Estela (Cali, 1951-1977) continues to find readers since its rediscovery in the 1980s. It addresses the results of an I+C project that involved the design, prototyping and creation of an application (APP) that allows to travel through the city that inspired his works, making use of immersive and interactive narratives to generate immersive virtual experiences through augmented reality, overlapping planes and post-screen exploration (Cizek, 2016), among those interested in the work or the author, guiding them through tours of Cali, known as the ‘Sucursal del Cie-lo’ (Heaven’s Branch). According to the results, it is important to create similar experiences with other creators or storytellers, enriching the tourist and cultural offer of the city

Isabel Arregocés-Julio, Andrés Solano-Barliza, Aida Valls, Antonio Moreno, Marysol Castillo-Palacio, Melisa Acosta-Coll, José Escorcia-Gutierrez. Recommendation systems applied to tourism are widely recognized for improving the visitor’s experience in tourist destinations, thanks to their ability to personalize the trip. This paper presents a hybrid approach that combines Machine Learning techniques with the Ordered Weighted Averaging (OWA) aggregation operator to achieve greater accuracy in user segmentation and generate personalized recommendations. The data were collected through a questionnaire applied to tourists in the different points of interest of the Special, Tourist and Cultural District of Riohacha. In the first stage, the K-means algorithm defines the segmentation of tourists based on their socio-demographic data and travel preferences. The second stage uses the OWA operator with a disjunctive policy to assign the most relevant cluster given the input data. This hybrid approach provides a recommendation mechanism for tourist destinations and their cultural heritage.

Diana Escandon-Barbosa, Jairo Salas-Paramo, María Patricia López-Ramírez, Alexandra Pava-Cárdenas. This research investigates consumer behavior when selecting snacks and beverages from vending machines in educational settings. The study aims to discern the impact of age on decision-making processes, perceptions, and memory factors related to product choices. Three experiments involved eye-tracking technology to monitor visual attention and a questionnaire to gather additional insights. The experiments analyzed the number of fixations, perceptions, overall product impressions, and memory influence. The sample comprised 90 adults aged 18 to 65 from the Pontificia Universidad Javeriana Cali. This sample includes a population distribution of 60% women and 40% men. Additionally, the socioeconomic distribution across economic levels was reported as follows: 40% falling within levels 1, 2, and 3, and 10% within levels 4, 5, and 6. The experiments revealed age-related differences in consumer behavior. Older individuals placed greater emphasis on healthier beverages, whereas young-adult individuals favored healthier snacks. Perception differences existed between age groups for beverages and snacks. Young-adult participants exhibited stronger positive perceptions of somewhat healthy options. Memory influenced choices, with young-adult participants relying more on memory cues. The findings provide valuable insights for tailoring marketing strategies and enhancing public policy initiatives to promote healthier vending machine choices.

Marcela Sacanamboy‐Trujillo, Diana Escandón‐Barbosa. Frugal innovation is increasingly recognized as a catalyst for sustainable development, offering optimized quality, affordable solutions to resource-constrained customers while aligning with global trends in conscious consumption. This study investigates how institutional leverage capability, sustainability orientation, and strategic flexibility drive frugal innovation—an area of growing importance for both academia and industry. Grounded in the dynamic capabilities framework, this research examines the impacts of institutional leverage capability, sustainability orientation, and strategic flexibility on fostering frugal innovation. Data were collected from 400 Colombian small and medium-sized enterprises (SMEs) and analyzed using structural equation modeling with SPSS and STATA software. The findings reveal that these organizational capabilities are critical drivers of frugal innovation. These results provide actionable insights for managers seeking to integrate frugal principles into their innovation strategies and contribute to the academic discourse on frugal innovation and dynamic capabilities.

Jairo Salas-Paramo, Diana Escandon-Barbosa. Family businesses must continually adapt their strategies to remain competitive. A key challenge is balancing value co-creation, where family members and stakeholders collaborate for positive outcomes, and value co-destruction arises from poor decisions or internal conflicts. Despite extensive research in family business management, limited attention has been given to how these firms generate innovation with high-added value and manage co-creation and co-destruction dynamics. This study examines the long-term strategic decisions that help prevent adverse situations and ensure sustainable growth.