Social Media Marketing y la reputación oniine de las empresas hoteleras del sur de Bolivia
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Investigación y Negocios
Abstract
Desde la aparición de la Web 2.0 el relacionamiento y la comunicación entre los clientes y las empresas ha tomado nuevos rumbos apareciendo el social media marketing, en el caso del sector hotelero la valoración que se hace de estos servicios está cada vez más influenciada por los comentarios online de los consumidores. Considerando sitios como Trip Advisor y Booking.com, este artículo analiza las puntuaciones de los clientes de 59 hoteles ubicados en las ciudades de Sucre, Potosí y Tanja con el fin de lograr los objetivos de comparar las puntuaciones; evidenciar las relaciones entre la categorización de los hoteles y la puntuación global media y establecer una relación entre la puntuación global media y el uso de las redes sociales como Facebook, Twiter y las páginas web de los hoteles. Una conclusión importante de este trabajo es que las calificaciones en la mayoría de los casos son favorables en especial para los hoteles de 3 y 4 estrellas; se ha demostrado que no hay una relación significativa entre la categoría de hoteles y las puntuaciones en los dos sitios web analizados; el uso de las redes sociales tiene una relación significativa con las puntuaciones, finalmente el estudio encontró variaciones significativas en las puntuaciones de ambos sitios analizados.
Since the appearance of Web 2.0, the relationship and communication between clients and companies has taken a new turn in social media marketing, in the case of the hotel sector the valuation of these services is increasingly influenced by the comments Consumers oniine. Considering places like Trip Advisorand Booking. com, this article analyzes the scores of clients of 59 hotels located in the cities of Sucre, Potosí and Tarija in order to achieve the objectives of comparing the scores; To show the relationship between the categorization of hotels and the average global score and to establish a relationship between the average global score and the use of social networks such as Facebook, Twiter and the hotels' websites. An important conclusion of this work is that the ratings in the majority of the cases are favorable especially for the hotels of 3 and 4 stars; It has been shown that there is no significant relationship between the category of hotels and the scores on the two websites analyzed; The use of social networks has a significant relationship with the scores, finally the study found significant variations in the scores of both sites analyzed.
Since the appearance of Web 2.0, the relationship and communication between clients and companies has taken a new turn in social media marketing, in the case of the hotel sector the valuation of these services is increasingly influenced by the comments Consumers oniine. Considering places like Trip Advisorand Booking. com, this article analyzes the scores of clients of 59 hotels located in the cities of Sucre, Potosí and Tarija in order to achieve the objectives of comparing the scores; To show the relationship between the categorization of hotels and the average global score and to establish a relationship between the average global score and the use of social networks such as Facebook, Twiter and the hotels' websites. An important conclusion of this work is that the ratings in the majority of the cases are favorable especially for the hotels of 3 and 4 stars; It has been shown that there is no significant relationship between the category of hotels and the scores on the two websites analyzed; The use of social networks has a significant relationship with the scores, finally the study found significant variations in the scores of both sites analyzed.
Description
Vol. 9, No. 13