Impacto de las redes sociales en los ingresos de los hoteles en Colombia, Ecuador y Perú

  • Joaquim Majó Universitat de Girona
  • Daissy Moya Universidad Externado
  • Laura Vall-llosera Universitat de Girona
Palabras clave: Redes sociales, reputación online, satisfacción del huésped, turismo, revpar.

Resumen

El objetivo de la presente investigación es analizar la influencia de las valoraciones de los hoteles en las redes sociales y cómo estas afectan los ingresos de los hoteles. A partir de los datos mensuales (entre agosto de 2014 y julio de 2015) de 48 hoteles de Colombia, Ecuador y Perú se analizaron principalmente las variables: GRI (Global Review Index), Oferta, Demanda, Venta, RevPAR (Revenue Per Avalable Room) y Ubicación; mediante análisis de conglomerados y un modelo lineal. Se encontró que un mejor GRI favorece a una mejor ratio entre las ventas y la oferta. En concreto, observamos que cuando el GRI se incrementa en una unidad, el RevPAR crece en 0,49%, manteniendo el resto de variables constantes. Es la primera investigación realizada en Sudamérica para analizar la incidencia de las redes sociales en los ingresos de los hoteles.

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Cómo citar
Majó, J., Moya, D., & Vall-llosera, L. (2017). Impacto de las redes sociales en los ingresos de los hoteles en Colombia, Ecuador y Perú. Revista Facultad De Ciencias Económicas, 26(1), 147-162. https://doi.org/10.18359/rfce.3143
Publicado
2017-11-08
Sección
Artículos