Resumen

ORLANDINI G., Ingrid; TELLEZ F., Camila  y  MIRANDA Q., Ebert. Social Media Marketing y la reputación oniine de las empresas hoteleras del sur de Bolivia. Investigación y Negocios [online]. 2016, vol.9, n.13, pp.40-48. ISSN 2521-2737.

Since the appearance of Web 2.0, the relationship and communication between clients and companies has taken a new turn in social media marketing, in the case of the hotel sector the valuation of these services is increasingly influenced by the comments Consumers oniine. Considering places like Trip Advisorand Booking. com, this article analyzes the scores of clients of 59 hotels located in the cities of Sucre, Potosí and Tarija in order to achieve the objectives of comparing the scores; To show the relationship between the categorization of hotels and the average global score and to establish a relationship between the average global score and the use of social networks such as Facebook, Twiter and the hotels' websites. An important conclusion of this work is that the ratings in the majority of the cases are favorable especially for the hotels of 3 and 4 stars; It has been shown that there is no significant relationship between the category of hotels and the scores on the two websites analyzed; The use of social networks has a significant relationship with the scores, finally the study found significant variations in the scores of both sites analyzed.

Palabras clave : Social Media Marketing; reputación online; hoteles; Trip Advisor; Booking.com.

        · resumen en Español     · texto en Español     · Español ( pdf )