Publication: La reputación online y su impacto en la política de precios de los hoteles
Authors
Diana-Jens, Patricia ; Rodríguez Ruibal, Antonio
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Publisher
Murcia: Servicio de Publicaciones de la Universidad de Murcia
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DOI
http://dx.doi.org/10.6018/turismo.36.230911
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info:eu-repo/semantics/article
Description
Abstract
En este trabajo se demuestra que una buena reputación online, entendiendo por ello la
primera posición de un determinado destino según el índice de popularidad de Tripadvisor,
permite a los hoteles que ostentan dicho posicionamiento ofrecer precios de venta más altos
que los de sus competidores. En concreto, un establecimiento situado en la primera posición
de un destino, aparte de tener mayor visibilidad y por lo tanto posibilidades de compra por
parte del consumidor, establece de media sus precios un 22,26% más altos que los precios de
su set de competidores para un mismo tipo de producto.
ABSTRACT: In this study it is proven that a good online reputation, understood as the first position in a geographical area following the Tripadvisor’s Popularity Index, allows hotels holding this first position to offer higher prices than the ones offered by their competitors. Specifically, an hotel holding the first position, apart from having more visibility and therefore more choices of being booked by the consumer, offers its rates an average of 22,26% higher than the rates offered by the competitive set for the same type of product.
ABSTRACT: In this study it is proven that a good online reputation, understood as the first position in a geographical area following the Tripadvisor’s Popularity Index, allows hotels holding this first position to offer higher prices than the ones offered by their competitors. Specifically, an hotel holding the first position, apart from having more visibility and therefore more choices of being booked by the consumer, offers its rates an average of 22,26% higher than the rates offered by the competitive set for the same type of product.
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