El impacto del eWOM en los alojamientos turísticos de la economía tradicional vs. la economía colaborativaAnálisis de caso
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1
Universidad de Cádiz
info
ISSN: 2340-6704, 0210-0266
Año de publicación: 2018
Volumen: 41
Número: 117
Páginas: 262-274
Tipo: Artículo
Otras publicaciones en: Cuadernos de economía: Spanish Journal of Economics and Finance
Resumen
A medida que las redes sociales ganan importancia, también lo hacen la opinión de los viajeros y su influencia en las ventas en línea. En el sector del alojamiento turístico, la participación activa de esta industria en estas redes se configura pieza fundamental para la fidelización del cliente y el cumplimiento de sus expectativas. A través de este trabajo se pretende profundizar en este concepto analizando la existencia de posibles diferencias del impacto del eWOM en dos sistemas de economía de alojamientos turísticos: la tradicional, representada por la industria hotelera (en Tripadvisor) y la colaborativa, representada por el alquiler de alojamientos particulares (en Airbnb). Para ello, se empleará un análisis cuantitati-vo complementado con un análisis de carácter cualitativo de los comentarios en línea. Ante la complejidad y extensión de la temática, este análisis se aplica a una de las ciudades turísticas más visitadas: Barcelona. Fruto del mismo se observan importantes diferencias entre ambas economías y se establecen algunas recomendaciones para el sector.
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