Reputación online de hoteles de sol y playa del destino turístico Holguín / Online reputation of sun and beach hotels in Holguin tourist destination

Ernesto Batista Sánchez, Ivis Taide González Camejo, Jorge Ramón González Ferrer

Resumen


El objetivo de la investigación fue determinar el estado actual de la reputación online de los hoteles de sol y playa del destino turístico Holguín, a partir de los datos de Google Trends y de las opiniones y puntuaciones otorgadas por los viajeros en TripAdvisor. Los datos se procesaron mediante el programa SPSS® versión 20. Se demostró que los hoteles que poseen mayor presencia en el sitio web TripAdviso son Playa Pesquero Resort y Paradisus Río de Oro, con puntuaciones superiores a 4.4. De acuerdo con las valoraciones de los clientes, la imagen que se percibe se asocia a la de hoteles para parejas, y las mayores insatisfacciones se refieren a la calidad del sueño y de las habitaciones. El análisis de los datos de Google Trends demostró que la tendencia de búsqueda de los hoteles del destino en la web decreció, aunque algunos hoteles tendieron a crecer, desde 2012.

Abstract

This research focused in the actual status of online reputation of sun and beach hotels in Holguin tourist destination. The information obtained in gest opinions of TripAdvisor and Google trends was analyzed. With this data was determinate that Playa Pesquero Resort and Paradisus Rio de Oro are the hotels that more online presence has in this site, obtaining scores higher to 4.4 points. The highest dissatisfactions are relate to dream quality and bedrooms, whereas an image of hotel for couples is perceived. Google data analysis shows that exist a decrease in online searches of destination hotels.


Palabras clave


turismo; reputación online; tourism; online reputation

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Referencias


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