Abstract
How to handle big amounts of data with several structures in an efficient way has been the key point of Big Data. The appearance of Hadoop has been a breakthrough in this field, by allowing to perform an analysis of important volumes of data, without the need of large supercomputers, but through commodity hardware complemented with a set of powerful software tools. The computing advantages provided by this new technology have made it very popular in a massive amount of areas and one of them is health data management. The purpose of this paper is to analyze the state of the art on Hadoop and its ecosystem, as well as to determine how it is possible to use the strength of these technologies, not only to analyze health data but also to reveal hidden information that can explain medical records in a better way. In particular, our work will be focused on determine how, behind veterinary data, there is an influence of the environmental changes.

Abstract
Augmented reality (AR) technologies are reaching a maturity level where organizations in various business sectors can successfully incorporate them in their business activities. On its more developed spectrum, AR can deliver immersive multisensory environments in a 360 degrees virtual space. In what concerns the tourism sector, there are several possible applications of AR solutions with a significant prospect impact to organizations, tourists and, most importantly, territories. By acknowledging the issues associated with adopting disruptive information and communication technologies by activity sectors with less technology-awareness, in the current article we present a focused analysis to existing literature on the adoption of AR and, as a result of this, a conceptual model proposal aimed at explaining the adoption of AR by tourism related organizations with activity in low density territories.

Abstract
The main purpose of this paper is to help small businesses such as startups to successfully adopt and implement digital marketing as a strategy in their business plan. Given that many of these companies have a considerable number of fragile internal characteristics, such as a lack of access to financial capital while lacking also qualified human resources, they can't adopt a technology without first evaluating how it would affect them. With this in mind, this study will go through several stages of qualitative analysis to find the most relevant and important factors in the adoption of digital marketing in startups. We are looking to validate the results of each step with experts in the field; in order to do that an online focus group tool will be used so that the digital marketing specialists can propound their opinions.

Abstract
A number of events may negatively affect one's holidays abroad - problems while travelling, or problems with national cultures. National culture may have a big impact on holiday experiences, and so needs to be understood by tourists in order for them to have a more memorable time when on holiday abroad. If treated badly, or with contempt, tourists may be more forgiving if they realize and understand that they are in the presence of more ethnocentric and masculine cultures. If treated well, tourists may appreciate this even more if it goes contrary to national values and with regards to how foreigners are normally treated in that location. Important is that tourists do not seek confrontation with less-forgiving and more power-distant cultures, such as the Chinese. This is an auto-ethnographic account of a family on an annual holiday abroad, for leisure purposes. Auto-ethnography is used to analyze certain situations which occurred during the Summer holidays of 2017, with the lead author and his family while on a trip from Portugal to Australia, passing through Spain on the way out and Hong Kong and the UK on the way back. Despite very memorable experiences, problems with the deadly Typhoon Hato and the Tropical Cyclone Pakhar resulted in a degree of apprehension by the lead-author and his family and a desire to stay at home for an indefinite period, before going on holiday (to far-away places) again. So, despite a need for an innovative experience while on holiday, certain negative occurrences (or life-changing experiences) may act against similar trips happening in the future. Being more culturally aware may result from a training scheme or a communication program - which may be undertaken at the national level. Finally, let it be stated that examples of welcoming people, as well as the opposite, were found in Spain, Australia, and Hong Kong. While this research seeks to show certain prevalent characteristics of national cultures, there will always be exceptions and so travellers should keep an open mind.

Abstract
The Internet of Things (IoT) is a new model that integrates physical objects and Internet and became one of the principal technological evolutions of computing. It is estimated that a trillion of physical objects will be connected to the Internet until 2022. The low accessibility and the lack of interoperability of many of these devices in a vast heterogenous landscape will make it very hard to design specific security measures and apply specific security mechanism. Moreover, IoT networks still exposed and vulnerable to attacks aimed to disrupt the network. Therefore, additional security tools specific to IoT are needed. Intrusion Detection System (IDS) could fulfill this purpose. In this paper, we present a literature review on the IDS in IoT topic, mainly focusing on the current state of research by examining the literature, identifying current trends and presenting open issues and future directions.

Abstract
In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of interne connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe's web advertising model and flow experience theory. Based on the data collected from 303 Portuguese respondents we empirically tested the conceptual model using a partial least squares (PIS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention.