El boca-oído electrónico como variable de contexto en el proceso de toma de decisiones de gestión en hoteles
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Publicado
10-03-2020
Carmen Berné Manero
Andreea V. Ciobanu
Marta Pedraja Iglesias
Resumen
La literatura sobre turismo reclama más esfuerzos de investigación sobre la gestión de los impactos del boca-oído electrónico (eWOM) así como sobre la aplicación de teorías multidisciplinares, específicamente en hoteles. Para cubrir esta demanda, desde la Teoría del Comportamiento Razonado (TCR), esta investigación propone y valida un modelo integral del proceso de toma de decisiones de los hoteles sobre la aceptación e implementación del eWOM como herramienta útil para la gestión. El objetivo es ilustrar el proceso por etapas, incluyendo las características del eWOM en el modelo como variable de contexto capaz de influir positivamente en la mejora de resultados del hotel. Un cuestionario, dirigido a recoger la opinión directamente de los responsables de hoteles en España, proporciona los datos necesarios para el contraste del modelo. La aplicación de Modelos de Ecuaciones Estructurales ofrece unos resultados que confirman el importante papel de las características del eWOM para la obtención de mejores resultados empresariales a través de las motivaciones de los decisores, así como que estas mejoras no influyen en las intenciones de comportamiento futuro. Por lo tanto, los hoteles deben incluir el eWOM en su gestión, apoyándose en un plan estratégico y contando con personal especializado.
Cómo citar
Berné Manero, C., Ciobanu, A. V., & Pedraja Iglesias, M. (2020). El boca-oído electrónico como variable de contexto en el proceso de toma de decisiones de gestión en hoteles. Cuadernos De Gestión, 20(1), 111–136. https://doi.org/10.5295/cdg.170860cb
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Keywords
Comportamiento, boca-oído-electrónico, hoteles, gestión, desempeño, modelos de ecuaciones estructurales
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