Procedimiento para el cálculo del índice de reputación online de hoteles en Cuba
Fecha
2018-06
Autores
Ramos Pozo, Yadira
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Editor
Universidad Central “Marta Abreu” de Las Villas
Resumen
Las nuevas tendencias de la gestión empresarial, en el contexto de la sociedad de internet, han impulsado el estudio de la reputación online como una variable estratégica. Sus efectos influyen en el logro de objetivos, estrategias y resultados empresariales. Estos intervienen en procesos claves como la atención al cliente, el alojamiento, los servicios gastronómicos y de recreación. Sin embargo, las metodologías existentes para realizar el cálculo del índice reputación online presentan limitantes. La empleada por TripAdvisor desestima la influencia del tamaño de cada hotel sobre la cantidad de puntuaciones generadas. Esta investigación tiene como objetivo diseñar un procedimiento para el cálculo del Índice de Reputación Online asociado a las puntuaciones de los usuarios en TripAdvisor, que tribute a la confección del ranking de los hoteles según su tipología así como al perfeccionamiento de directrices estratégicas para la comercialización. El procedimiento sigue una secuencia metodológica que incluye cuatro fases: analítica, aritmética, de confección del ranking de hoteles e interpretativa; donde se combinan métodos teóricos y empíricos. Mediante la aplicación del procedimiento sometido al criterio de expertos, al análisis de la validez del ranking presentado y al caso de estudio en los hoteles del destino turístico Villa Clara se puede comprobar que con el mismo es posible lograr la confección del ranking de hoteles según su tipología y perfeccionar las directrices estratégicas para la comercialización.
Trends in business management, in the context of the Internet society, have promoted the study of online reputation as a strategic variable. Its effects influence the achievement of business objectives, strategies and results. They intervene in key processes such as customer service, accommodation, gastronomic and recreational services. However, existing methodologies for calculating the online reputation index have limitations. The employee by TripAdvisor dismisses the influence of the size of each hotel on the number of scores generated. The objective of this research is to design a procedure for the calculation of the Online Reputation Index associated with the users' ratings on TripAdvisor, which taxes the ranking of the hotels according to their typology as well as the improvement of strategic guidelines for commercialization. The procedure follows a methodological sequence that includes four phases: analytical, arithmetic, making the hotel ranking and interpretative; where theoretical and empirical methods are combined. By applying the procedure submitted to the criteria of experts, to the analysis of the validity of the presented ranking and to the case of study in the hotels of the tourist destination Villa Clara it is possible to verify that with the same it is possible to achieve the preparation of the ranking of hotels according to their typology and refine the strategic guidelines for commercialization.
Trends in business management, in the context of the Internet society, have promoted the study of online reputation as a strategic variable. Its effects influence the achievement of business objectives, strategies and results. They intervene in key processes such as customer service, accommodation, gastronomic and recreational services. However, existing methodologies for calculating the online reputation index have limitations. The employee by TripAdvisor dismisses the influence of the size of each hotel on the number of scores generated. The objective of this research is to design a procedure for the calculation of the Online Reputation Index associated with the users' ratings on TripAdvisor, which taxes the ranking of the hotels according to their typology as well as the improvement of strategic guidelines for commercialization. The procedure follows a methodological sequence that includes four phases: analytical, arithmetic, making the hotel ranking and interpretative; where theoretical and empirical methods are combined. By applying the procedure submitted to the criteria of experts, to the analysis of the validity of the presented ranking and to the case of study in the hotels of the tourist destination Villa Clara it is possible to verify that with the same it is possible to achieve the preparation of the ranking of hotels according to their typology and refine the strategic guidelines for commercialization.
Descripción
Palabras clave
Internet, TripAdvisor, Destinos Turísticos