Publication: La interacción de los hoteles con las redes sociales: un análisis de los hoteles de cuatro estrellas de la Comunidad de Madrid (España)
Authors
Cascales García, Gemma ; Fuentes Moraleda, Laura ; Esteban Curiel, Javier de
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Publisher
Universidad de Murcia
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DOI
https://doi.org/10.6018/turismo.39.290471
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info:eu-repo/semantics/article
Description
Abstract
En el presente trabajo se analiza como los hoteles de cuatro estrellas de la Comunidad de
Madrid interaccionan con las redes sociales. En concreto, se comprueba que, a pesar de que
el uso del social media está generalizado entre los hoteles de la región, la gestión del mismo
para obtener beneficios por medio de las ventas o para manejar la reputación on line no está
tan generalizada. Se muestra como la mayor parte de los hoteles participantes en el estudio
aprovechan las redes sociales como canal de comunicación pero que los hoteles pertenecien-
tes a cadenas utilizan más las redes como canal de ventas.
ABSTRACT This paper will analyze how the four star hotels in Madrid interact with social networks. In particular, it is found that, despite the use of social media is widespread among hotels in the Madrid region, its management for profit through sales or to manage online reputation is not as widespread. It is shown as most of the participating hotels take advantage of social networks as a communication channel but the hotels belonging to chains used widely as social media as a sales channel to generate direct revenues in the hotel.
ABSTRACT This paper will analyze how the four star hotels in Madrid interact with social networks. In particular, it is found that, despite the use of social media is widespread among hotels in the Madrid region, its management for profit through sales or to manage online reputation is not as widespread. It is shown as most of the participating hotels take advantage of social networks as a communication channel but the hotels belonging to chains used widely as social media as a sales channel to generate direct revenues in the hotel.
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Citation
Cuadernos de turismo, nº 39 (2017)
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