Análisis y aplicaciones de los sistemas de medición de la reputación online de los hoteles

Abstract

[SPA] Internet se ha convertido en la principal vía de venta y promoción para el sector hotelero, cobrando especial importancia las opiniones difundidas por los huéspedes, sobre la experiencia vivida a través de la red, lo que demanda una especial atención por parte de los hoteleros. Este es un fenómeno propio de la llamada Web 2.0, que implica gran cantidad de contenido generado por millones de usuarios (UGC) y la extensión del tradicional “boca a boca” a través de Internet (eWom). Su desarrollo ha dado lugar a grandes bases de datos estructuradas, como las de Booking y TripAdvisor, que permiten a los investigadores el desarrollo de estudios específicos sobre el sector, de una forma rápida, económica y fiable. Analizamos en profundidad el sistema de valoraciones de Booking, descubriendo ciertas peculiaridades inesperadas, que no habían sido tenidas en cuenta en estudios previos utilizando esta base de datos. Tratamos el controvertido tema de la fiabilidad de las opiniones en TripAdvisor usando diferentes enfoques y metodologías. Por una parte no encontramos indicios de manipulación masiva y relevante en las puntuaciones, pero paralelamente descubrimos una serie de casos de incumplimiento de su normativa, que plantean serias dudas sobre los sistemas de control establecidos por esta web. Utilizando una amplia muestra de hoteles de costa españoles y las citadas bases de datos de TripAdvisor y Booking, desarrollamos diversas investigaciones, que incluyen el estudio del grado de implementación de redes sociales y la relación entre el uso adecuado de estas herramientas y las valoraciones que los hoteles obtienen. Adicionalmente, tratamos la evolución de sus puntuaciones en el periodo 2011-2014, así como los factores más relevantes que las condicionan. [ENG] Internet has become the main channel of sales and promotion for the hotel industry, having particular importance the opinions disseminated by the guest about their experiences through Internet, which requires special attention from hoteliers. This is a phenomenon of the so-called Web 2.0, which involves large amount of user generated content (UGC) and the extension of the traditional "word of mouth" through Internet (eWom). It has also resulted in large structured databases, like Booking and TripAdvisor, which allow researchers to develop specific sector studies in a rapid, inexpensive and convenient manner. When analyzing the Booking score system, we discovered some unexpected peculiarities, which were not considered in previous studies using this database. We deal with the controversial issue of TripAdvisor reliability using different approaches and methodologies .We conclude that there is no evidence of massive manipulation, but we found a number of cases of infringement of its rules, that makes us hesitate about the control systems implemented by this website. Using a large sample of Spanish coast hotels and TripAdvisor and Booking databases, we conducted several investigations, including implementation level of social media and relation between the proper use of these tools and the scores obtained by hotels. Additionally, we studied scores evolution during the period 2011-2014, as well as relevant factors affecting it.

[ENG] Internet has become the main channel of sales and promotion for the hotel industry, having particular importance the opinions disseminated by the guest about their experiences through Internet, which requires special attention from hoteliers. This is a phenomenon of the so-called Web 2.0, which involves large amount of user generated content (UGC) and the extension of the traditional "word of mouth" through Internet (eWom). It has also resulted in large structured databases, like Booking and TripAdvisor, which allow researchers to develop specific sector studies in a rapid, inexpensive and convenient manner. When analyzing the Booking score system, we discovered some unexpected peculiarities, which were not considered in previous studies using this database. We deal with the controversial issue of TripAdvisor reliability using different approaches and methodologies .We conclude that there is no evidence of massive manipulation, but we found a number of cases of infringement of its rules, that makes us hesitate about the control systems implemented by this website. Using a large sample of Spanish coast hotels and TripAdvisor and Booking databases, we conducted several investigations, including implementation level of social media and relation between the proper use of these tools and the scores obtained by hotels. Additionally, we studied scores evolution during the period 2011-2014, as well as relevant factors affecting it.