The professional career of tourism students in times of pandemic: Analysis from social psychology and relational marketing The professional career of tourism students in times of pandemic: Analysis from social psychology and relational marketing
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abr 23, 2026
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https://doi.org/10.30878/ces.v33n0a46
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Rafael Fabricio Matos Cámara
http://orcid.org/0000-0001-5225-2179
Luis Lucio Lobato Rincón
http://orcid.org/0000-0003-4910-4006
http://orcid.org/0000-0001-5225-2179
Luis Lucio Lobato Rincón
http://orcid.org/0000-0003-4910-4006
Resumen
The aim of this research is to determine the extent to which students’ satisfaction with their university influences their trust and expectations regarding a future career in tourism during the COVID-19 pandemic. The study employs a quantitative, non-experimental, cross-sectional design. Data were collected through a questionnaire administered to a sample of 275 students at Rey Juan Carlos University (Madrid, Spain). Structural equation modeling (SEM) was conducted using path analysis. Overall, the results support most of the proposed hypotheses. Satisfaction emerges as the variable exerting the strongest influence on trust and, to a lesser extent, on students’ expectations regarding their future during the COVID-19 pandemic.
Article Details
Como citar
MATOS CÁMARA, Rafael Fabricio; LOBATO RINCÓN, Luis Lucio.
The professional career of tourism students in times of pandemic: Analysis from social psychology and relational marketing.
CIENCIA ergo-sum, [S.l.], v. 33, abr. 2026.
ISSN 2395-8782.
Disponible en: <https://cienciaergosum.uaemex.mx/article/view/23526>. Fecha de acceso: 11 jun. 2026
doi: https://doi.org/10.30878/ces.v33n0a46.
Sección
Ciencias sociales
Esta obra está bajo licencia internacional Creative Commons Reconocimiento-NoComercial-SinObrasDerivadas 4.0.
Citas
Abdelmaaboud, A. K., Peña, A. I. P., & Mahrous, A. A. (2020). The influence of student-university identification
on student’s advocacy intentions: the role of student satisfaction and student trust. Journal of Marketing for
Higher Education, 31(2), 197-219. https://doi.org/10.1080/08841241.2020.1768613
Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role
of brand relationship quality. Information & Management, 55(8), 939-955. https://doi.org/10.1016/j.im.2018.04.009
Albtoosh, Q. A. A., & Ngah, A. H. (2022). Testing the expectation confirmation theory on the training satisfaction context: the mediation role of mind wandering. International Journal of Public Administration, 47(1), 26-40. https://doi.org/10.1080/01900692.2022.2081338
Alves, H., & Raposo, M. (2009). The measurement of the construct satisfaction in higher education. The Service
Industries Journal, 29(2), 203-218. https://doi.org/10.1080/02642060802294995
Appleton-Knapp, S. L., & Krentler, K. A. (2006). Measuring student expectations and their effects on satisfaction: The importance of managing student expectations. Journal of Marketing Education, 28(3), 254-264. https://doi.org/10.1177/0273475306293359
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2),
191-215. https://doi.org/10.1037/0033-295X.84.2.191
Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234-250. https://doi.org/10.1177/0092070304263332
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all
Web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
https://doi.org/10.1509/jmkg.2005.69.4.133
Boubker, O., Arroud, M., & Ouajdouni, A. (2021). Entrepreneurship education versus management students’
entrepreneurial intentions. A PLS-SEM approach. The International Journal of Management Education,
19(1), 100450. https://doi.org/10.1016/j.ijme.2020.100450
Brown, S. D., Tramayne, S., Hoxha, D., Telander, K., Fan, X., & Lent, R. W. (2008). Social cognitive predictors of
college students’ academic performance and persistence: a meta-analytic path analysis. Journal of Vocational
Behavior, 72(3), 298-308. https://doi.org/10.1016/j.jvb.2007.09.003
Burt, C. D., Williams, S., & Wallis, D. (2012). New recruit safety expectations: relationships with trust and perceived job risk. Safety Science, 50(4), 1079-1084. https://doi.org/10.1016/j.ssci.2011.11.019
Casanoves-Boix, J., Küster-Boluda, I., & Vila-López, N. (2017). La lealtad del estudiante como clave para construir marca universitaria. Esic Market Economics and Business Journal, 48(3), 553-578. https://doi.org/10.7200/esicm.158.0483.3
Chan-Golston, A. M., Banerjee, S., & Handcock, M. S. (2020). Bayesian inference for finite populations under
spatial process settings. Environmetrics, 31(3), e2606. https://doi.org/10.1002/env.2606
Chi, Y. Y. (2012). Multivariate methods. Wiley Interdisciplinary Reviews: Computational Statistics, 4(1), 35-47.
https://doi.org/10.1002/wics.185
Collado, S., & Evans, G. W. (2019). Outcome expectancy: a key factor to understanding childhood exposure to
nature and children’s pro-environmental behavior. Journal of Environmental Psychology, 61, 30-36. https://
doi.org/10.1016/j.jenvp.2018.12.001
Colquitt, J. A., Scott, B. A., & Le Pine, J. A. (2007). Trust, trustworthiness, and trust propensity: a meta-analytic
test of their unique relationships with risk taking and job performance. Journal of Applied Psychology, 92(4),
909. https://doi.org/10.1037/0021-9010.92.4.909
Coupe, T. (2017). The impact of terrorism on expectations, trust and happiness: Thethe case of the November 13 attacks in Paris, France. Applied Economics Letters, 24(15), 1084-1087. https://doi.org/10.1080/13504851.2016.1254335
Delgado, E. & Munuera, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12),1238-1258. https://doi.org/10.1108/EUM0000000006475
Díaz de Rada, V. (2012). Ventajas e inconvenientes de la encuesta por Internet. Revista de Sociología, 97(1), 193-
223. https://raco.cat/index.php/Papers/article/view/248512
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
https://doi.org/10.1016/j.sbspro.2012.09.1124
Frankl, V. E. (1993). El hombre en busca de sentido. Barcelona: Herder
Fullerton, G. (2011). Creating advocates: the roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100. https://doi.org/10.1016/j.jretconser.2010.10.003
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust and commitment in customer
relationships. Journal of Marketing, 63(2), 70-87. https://doi.org/10.1177/002224299906300205
Guh, W. Y., Lin, S. P., Fan, C. J., & Yang, C. F. (2013). Effects of organizational justice on organizational citizenship
behaviors: Mediating effects of institutional trust and affective commitment. Psychological Reports, 112(3),
818-834. https://doi.org/10.2466/01.21.PR0.112.3.818-834
Hair, J. F. (2011). Multivariate Data Analysis: An Overview. In M. Lovric (Ed.), International Encyclopedia of Statistical Science (pp. 904-907). Berlin: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-04898-2_395
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W.C. (2009). Multivariate data analysis: a global perspective
(7th ed). Upper Saddle River: Prentice Hall.
Hashim, S., Mohd Yasin, N., & Ya’kob, S. A. (2020). What constitutes student–university brand relationship?
Malaysian students’ perspective. Journal of Marketing for Higher Education, 30(2), 180-202. https://doi.
org/10.1080/08841241.2020.1713278
Hicks, J. A., Trent, J., Davis, W. E., & King, L. A. (2012). Positive affect, meaning in life, and future time perspective: an application of socioemotional selectivity theory. Psychology and Aging, 27(1), 181. https://doi.org/10.1037/a0023965
Hjortskov, M. (2019). Citizen expectations and satisfaction over time: findings from a large sample panel survey
of public-school parents in Denmark. American Review of Public Administration, 49(3), 353-371. https://doi.org/10.1177/0275074018765822
Howard, A. J., & Sheth, N. J. (1969). The theory of buyer behaviour. New York: Wiley
Iwu, C. G., Opute, P. A., Nchu, R., Eresia-Eke, C., Tengeh, R. K., Jaiyeoba, O., & Aliyu, O. A. (2019). Entrepreneur-ship education, curriculum and lecturer-competency as antecedents of student entrepreneurial intention. The
International Journal of Management Education, 19(1), 100295. https://doi.org/10.1016/j.ijme.2019.03.007
Jain, S. H., Lucey, C., & Crosson, F. J. (2020). The enduring importance of trust in the leadership of health care
organizations. JAMA, 324(23), 2363-2364. https://doi.org/10.1001/jama.2020.18555
Lehdonvirta, V., Oksanen, A., Räsänen, P., & Blank, G. (2020). Social media, web, and panel surveys: using
non-probability samples in social and policy research. Policy & Internet, 13(1), 134-155. https://doi.org/10.1002/poi3.238
Lent, R. W., Brown, S. D., & Hackett, G. (1994). Toward a unifying social cognitive theory of career and academic
interest, choice, and performance. Journal of Vocational Behavior,45(1), 79-122. https://doi.org/10.1006/jvbe.1994.1027
Liu, F., Lim, E. T., Li, H., Tan, C. W., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption
behavior in online shopping: An expectation disconfirmation perspective. Information & Management,
57(3), 103199. https://doi.org/10.1016/j.im.2019.103199
Lovari, A. (2020). Spreading (dis) trust: COVID-19 misinformation and government intervention in Italy. Media
and Communication, 8(2), 458-461. https://doi.org/10.17645/mac.v8i2.3219
Matos-Cámara, R. F. (2019). La confianza como determinante del compromiso, la intención de regreso y la recomendación del turista por un destino: el caso de Cancún. CIENCIA ergo-sum, 26(3), 1-12. https://doi.org/10.30878/ces.v26n3a1
Medina, C. & Rufin, R. (2015). Transparency policy and students’ satisfaction and trust. Transforming Government: People, Process and Policy, 9(3), 309-323. https://doi.org/10.1108/TG-07-2014-0027
Molasso, W. R. (2006). Exploring Franklʼs Purpose in Life with college students. Journal of College and Character, 7(1), 1-10. https://doi.org/10.2202/1940-1639.1502
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
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Total Quality Management, 20(5), 523-535. https://doi.org/10.1080/14783360902863713
Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social
media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65,
60-70. https://doi.org/10.1016/j.annals.2017.05.002
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
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Higher Education, 31(2), 197-219. https://doi.org/10.1080/08841241.2020.1768613
Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role
of brand relationship quality. Information & Management, 55(8), 939-955. https://doi.org/10.1016/j.im.2018.04.009
Albtoosh, Q. A. A., & Ngah, A. H. (2022). Testing the expectation confirmation theory on the training satisfaction context: the mediation role of mind wandering. International Journal of Public Administration, 47(1), 26-40. https://doi.org/10.1080/01900692.2022.2081338
Alves, H., & Raposo, M. (2009). The measurement of the construct satisfaction in higher education. The Service
Industries Journal, 29(2), 203-218. https://doi.org/10.1080/02642060802294995
Appleton-Knapp, S. L., & Krentler, K. A. (2006). Measuring student expectations and their effects on satisfaction: The importance of managing student expectations. Journal of Marketing Education, 28(3), 254-264. https://doi.org/10.1177/0273475306293359
Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological Review, 84(2),
191-215. https://doi.org/10.1037/0033-295X.84.2.191
Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer commitment to service providers. Journal of the Academy of Marketing Science, 32(3), 234-250. https://doi.org/10.1177/0092070304263332
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all
Web sites and consumers? A large-scale exploratory empirical study. Journal of Marketing, 69(4), 133-152.
https://doi.org/10.1509/jmkg.2005.69.4.133
Boubker, O., Arroud, M., & Ouajdouni, A. (2021). Entrepreneurship education versus management students’
entrepreneurial intentions. A PLS-SEM approach. The International Journal of Management Education,
19(1), 100450. https://doi.org/10.1016/j.ijme.2020.100450
Brown, S. D., Tramayne, S., Hoxha, D., Telander, K., Fan, X., & Lent, R. W. (2008). Social cognitive predictors of
college students’ academic performance and persistence: a meta-analytic path analysis. Journal of Vocational
Behavior, 72(3), 298-308. https://doi.org/10.1016/j.jvb.2007.09.003
Burt, C. D., Williams, S., & Wallis, D. (2012). New recruit safety expectations: relationships with trust and perceived job risk. Safety Science, 50(4), 1079-1084. https://doi.org/10.1016/j.ssci.2011.11.019
Casanoves-Boix, J., Küster-Boluda, I., & Vila-López, N. (2017). La lealtad del estudiante como clave para construir marca universitaria. Esic Market Economics and Business Journal, 48(3), 553-578. https://doi.org/10.7200/esicm.158.0483.3
Chan-Golston, A. M., Banerjee, S., & Handcock, M. S. (2020). Bayesian inference for finite populations under
spatial process settings. Environmetrics, 31(3), e2606. https://doi.org/10.1002/env.2606
Chi, Y. Y. (2012). Multivariate methods. Wiley Interdisciplinary Reviews: Computational Statistics, 4(1), 35-47.
https://doi.org/10.1002/wics.185
Collado, S., & Evans, G. W. (2019). Outcome expectancy: a key factor to understanding childhood exposure to
nature and children’s pro-environmental behavior. Journal of Environmental Psychology, 61, 30-36. https://
doi.org/10.1016/j.jenvp.2018.12.001
Colquitt, J. A., Scott, B. A., & Le Pine, J. A. (2007). Trust, trustworthiness, and trust propensity: a meta-analytic
test of their unique relationships with risk taking and job performance. Journal of Applied Psychology, 92(4),
909. https://doi.org/10.1037/0021-9010.92.4.909
Coupe, T. (2017). The impact of terrorism on expectations, trust and happiness: Thethe case of the November 13 attacks in Paris, France. Applied Economics Letters, 24(15), 1084-1087. https://doi.org/10.1080/13504851.2016.1254335
Delgado, E. & Munuera, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12),1238-1258. https://doi.org/10.1108/EUM0000000006475
Díaz de Rada, V. (2012). Ventajas e inconvenientes de la encuesta por Internet. Revista de Sociología, 97(1), 193-
223. https://raco.cat/index.php/Papers/article/view/248512
Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404.
https://doi.org/10.1016/j.sbspro.2012.09.1124
Frankl, V. E. (1993). El hombre en busca de sentido. Barcelona: Herder
Fullerton, G. (2011). Creating advocates: the roles of satisfaction, trust and commitment. Journal of Retailing and Consumer Services, 18(1), 92-100. https://doi.org/10.1016/j.jretconser.2010.10.003
Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust and commitment in customer
relationships. Journal of Marketing, 63(2), 70-87. https://doi.org/10.1177/002224299906300205
Guh, W. Y., Lin, S. P., Fan, C. J., & Yang, C. F. (2013). Effects of organizational justice on organizational citizenship
behaviors: Mediating effects of institutional trust and affective commitment. Psychological Reports, 112(3),
818-834. https://doi.org/10.2466/01.21.PR0.112.3.818-834
Hair, J. F. (2011). Multivariate Data Analysis: An Overview. In M. Lovric (Ed.), International Encyclopedia of Statistical Science (pp. 904-907). Berlin: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-04898-2_395
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W.C. (2009). Multivariate data analysis: a global perspective
(7th ed). Upper Saddle River: Prentice Hall.
Hashim, S., Mohd Yasin, N., & Ya’kob, S. A. (2020). What constitutes student–university brand relationship?
Malaysian students’ perspective. Journal of Marketing for Higher Education, 30(2), 180-202. https://doi.
org/10.1080/08841241.2020.1713278
Hicks, J. A., Trent, J., Davis, W. E., & King, L. A. (2012). Positive affect, meaning in life, and future time perspective: an application of socioemotional selectivity theory. Psychology and Aging, 27(1), 181. https://doi.org/10.1037/a0023965
Hjortskov, M. (2019). Citizen expectations and satisfaction over time: findings from a large sample panel survey
of public-school parents in Denmark. American Review of Public Administration, 49(3), 353-371. https://doi.org/10.1177/0275074018765822
Howard, A. J., & Sheth, N. J. (1969). The theory of buyer behaviour. New York: Wiley
Iwu, C. G., Opute, P. A., Nchu, R., Eresia-Eke, C., Tengeh, R. K., Jaiyeoba, O., & Aliyu, O. A. (2019). Entrepreneur-ship education, curriculum and lecturer-competency as antecedents of student entrepreneurial intention. The
International Journal of Management Education, 19(1), 100295. https://doi.org/10.1016/j.ijme.2019.03.007
Jain, S. H., Lucey, C., & Crosson, F. J. (2020). The enduring importance of trust in the leadership of health care
organizations. JAMA, 324(23), 2363-2364. https://doi.org/10.1001/jama.2020.18555
Lehdonvirta, V., Oksanen, A., Räsänen, P., & Blank, G. (2020). Social media, web, and panel surveys: using
non-probability samples in social and policy research. Policy & Internet, 13(1), 134-155. https://doi.org/10.1002/poi3.238
Lent, R. W., Brown, S. D., & Hackett, G. (1994). Toward a unifying social cognitive theory of career and academic
interest, choice, and performance. Journal of Vocational Behavior,45(1), 79-122. https://doi.org/10.1006/jvbe.1994.1027
Liu, F., Lim, E. T., Li, H., Tan, C. W., & Cyr, D. (2020). Disentangling utilitarian and hedonic consumption
behavior in online shopping: An expectation disconfirmation perspective. Information & Management,
57(3), 103199. https://doi.org/10.1016/j.im.2019.103199
Lovari, A. (2020). Spreading (dis) trust: COVID-19 misinformation and government intervention in Italy. Media
and Communication, 8(2), 458-461. https://doi.org/10.17645/mac.v8i2.3219
Matos-Cámara, R. F. (2019). La confianza como determinante del compromiso, la intención de regreso y la recomendación del turista por un destino: el caso de Cancún. CIENCIA ergo-sum, 26(3), 1-12. https://doi.org/10.30878/ces.v26n3a1
Medina, C. & Rufin, R. (2015). Transparency policy and students’ satisfaction and trust. Transforming Government: People, Process and Policy, 9(3), 309-323. https://doi.org/10.1108/TG-07-2014-0027
Molasso, W. R. (2006). Exploring Franklʼs Purpose in Life with college students. Journal of College and Character, 7(1), 1-10. https://doi.org/10.2202/1940-1639.1502
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800302
Nadiri, H., Kandampully, J., & Hussain, K. (2009). Studentsʼ perceptions of service quality in higher education.
Total Quality Management, 20(5), 523-535. https://doi.org/10.1080/14783360902863713
Narangajavana, Y., Fiol, L. J. C., Tena, M. Á. M., Artola, R. M. R., & García, J. S. (2017). The influence of social
media in creating expectations. An empirical study for a tourist destination. Annals of Tourism Research, 65,
60-70. https://doi.org/10.1016/j.annals.2017.05.002
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
Phillips, W. M. (1980). Purpose in life, depression, and locus of control. Journal of Clinical Psychology, 36(3),
661-667. https://doi.org/10.1002/1097-4679(198007)36:3<661::AID-JCLP2270360309>3.0.CO;2-G
Reker, G. T., & Cousins, J. B. (1979). Factor structure, construct validity and reliability of the Seeking of Noetic
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