Del clic a la visita: el papel del boca-oído electrónico en la elección de destinos turísticos termales según los Modelos de Aceptación de la Información
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Publicado
16-04-2026
Alberto Azuara-Grande
José Ramón Sarmiento-Guede
José Antonio Fraiz-Brea
https://orcid.org/0000-0002-8432-0065
José Ramón Sarmiento-Guede
José Antonio Fraiz-Brea
Resumen
Este estudio analiza cómo los turistas evalúan, aceptan y utilizan el boca-oído electrónico (eWOM) a la hora de elegir destinos termales, centrándose en un contexto de bienestar en el que la credibilidad, la confianza y la relevancia de la experiencia influyen considerablemente en la toma de decisiones. Basándose en una adaptación del Modelo de Aceptación de la Información (IACM), la investigación comprueba empíricamente un marco teórico que integra siete constructos clave. Los datos se recopilaron mediante un cuestionario autoadministrado a 302 visitantes de balnearios de la provincia de Ourense (Galicia, España), y el modelo se evaluó utilizando el modelo de ecuaciones estructurales (PLS-SEM).
Los resultados revelan que la credibilidad de la fuente, la credibilidad de la información y las necesidades de información son los principales antecedentes de la utilidad de la información. A su vez, la utilidad predice significativamente la aceptación de la información y media el impacto de las variables relacionadas con la credibilidad en la intención de visita. Se confirman varias relaciones del modelo adaptado, destacando el papel de la confianza y la relevancia en los procesos de decisión del turismo de bienestar. Por el contrario, la limitada influencia directa de la calidad de la información sobre la utilidad y la intención sugiere que los atributos formales del mensaje son menos decisivos que la autenticidad en este contexto.
Este estudio mejora la aplicación de las teorías de aceptación de la información al turismo experiencial al demostrar el poder explicativo del IACM en entornos de bienestar. También proporciona información útil para los gestores de destinos sobre el diseño de contenidos digitales creíbles, capaces de mejorar la eficacia del eWOM y reforzar la intención de los visitantes de elegir destinos termales.
Cómo citar
Azuara-Grande, A., Sarmiento-Guede, J. R., & Fraiz-Brea, J. A. (2026). Del clic a la visita: el papel del boca-oído electrónico en la elección de destinos turísticos termales según los Modelos de Aceptación de la Información. Cuadernos De Gestión, 26(1), 39–55. https://doi.org/10.5295/cdg.252474aa
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Keywords
Comunicación Boca-oído electrónica, Modelo de Aceptación de la Información, Turismo termal, Balnearios, Bienestar
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Berné, C., Ciobanu, A. and Pedraja, M. (2020). The electronic word of mout as a context variable in the hotel manage-ment decision-making process. Cuadernos de Gestión, 20(1), 111-136. https://doi.org/10.5295/cdg.170860cb
Berné, C.; Moretta, A.; Russo, G. and Cavacece, Y. (2023). The Impact of Electronic Word of Mouth Management in Hotel Ecosystem: Insights About Managers’ Decision-making Process. Journal of Intellectual Capital, 24 (1), 227-256. https://doi.org/10.1108/JIC-07-2021-0201.
Bočkus, D., Vento, E., Tammi, T., Komppula, R., & Kolesnikova, N. (2023). Comparing the motivations behind wellness tourism in three source markets. European Journal of Tourism Research, 33, 3303. https://doi.org/10.54055/ejtr.v33i.2786
Brislin, R. W. (1980). Translation and content analysis of oral and written materials. In H. C. Triandis & J. W. Berry (Eds.), Handbook of Cross‑Cultural Psychology (pp. 389-444). Allyn & Bacon.
Carmines, E., & Zeller, R. (1979). Reliability and validity assessment. SAGE Publications. https://doi.org/10.4135/9781412985642
Cheung, C. M., Lee, M. K., & Rabjohn, N. (2008). The impact of electronic word‐of‐mouth. Internet Research, 18(3), 229-247. https://doi.org/10.1108/10662240810883290
Chin, W. W., & Newsted, P. R. (1999). Structural Equation Modeling Analysis with Small Samples Using Partial Least Squares. In R. H. Hoyle (Ed.), Statistical strategies for small samples research (pp. 307-341). Sage Publications.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Routledge. https://doi.org/10.4324/9780203771587
Cuong, D. T. (2024). Examining how electronic Word-of-Mouth information influences customers’ purchase intention: The Moderating Effect of Perceived Risk on E-Commerce Platforms. SAGE Open, 14(4). https://doi.org/10.1177/21582440241309408
Dai, F., Wang, D., & Kirillova, K. (2022). Travel inspiration in tourist decision making. Tourism Management, 90, 104484. https://doi.org/10.1016/j.tourman.2021.104484
Dillette, A. K., Douglas, A. C., & Andrzejewski, C. (2021). Dimensions of holistic wellness as a result of international wellness tourism experiences. Current Issues in Tourism, 24(6), 794-810. https://doi.org/10.1080/13683500.2020.1746247
Dillman, D. A., & Smyth, J. D. (2007). Design effects in the transition to Web-Based surveys. American Journal of Pre-ventive Medicine, 32(5), S90-S96. https://doi.org/10.1016/j.amepre.2007.03.008
Dini, M., & Pencarelli, T. (2022). Wellness tourism and the components of its offer system: a holistic perspective. Tourism Review, 77(2), 394-412. https://doi.org/10.1108/tr-08-2020-0373
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information acceptance. Computers in Human Behavior, 61, 47-55. https://doi.org/10.1016/j.chb.2016.03.003
Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of Convenience Sampling and Purposive Sampling. American Journal of Theoretical and Applied Statistics, 5, 1-4. https://doi.org/10.11648/j.ajtas.20160501.11
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ accep-tance of information from online reviews. Journal of travel research, 53(1), 44-57. https://doi.org/10.1177/0047287513481274
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.2307/3151312
Gaffar, V., Tjahjono, B., Abdullah, T., & Sukmayadi, V. (2022). Like, tag and share: bolstering social media marketing to improve intention to visit a nature-based tourism destination. Tourism Review, 77(2), 451-470. https://doi.org/10.1108/tr-05-2020-0215
Garay, L. (2019). #Visitspain. Breaking down affective and cognitive attributes in the social media construction of the tourist destination image. Tourism Management Perspectives, 32, 100560. https://doi.org/10.1016/j.tmp.2019.100560
García-De-Blanes-Sebastián, N. M., Corral-De-La-Mata, N. D., Azuara-Grande, N. A., & Sarmiento-Guede, N. J. (2024). The model of electronic word-of-mouth (EWOM) information acceptance in hotel booking. El Profesional De La In-formacion, 33(2). https://doi.org/10.3145/epi.2024.0206
George, O. A., & Ramos, C. M. Q. (2024). Sentiment analysis applied to tourism: exploring tourist-generated content in the case of a wellness tourism destination. International Journal of Spa and Wellness, 7(2), 139-161. https://doi.org/10.1080/24721735.2024.2352979
Gilabert, M., & Berné, C. (2024). Hotel Management Behavior Model in eWOM Management. PASOS, 22(4), 705-723. https://doi.org/10.25145/j.pasos.2024.22.046
Gold, A. H., Malhotra, A., & Segars, A. H. (2001). Knowledge Management: An Organizational Capabilities perspective. Journal of Management Information Systems, 18(1), 185-214. https://doi.org/10.1080/07421222.2001.11045669
González‑Rodríguez, M. R., Díaz‑Fernández, M. C., Bilgihan, A., Okumus, F., & Shi, F. (2022). The impact of eWOM source credibility on destination visit intention and online involvement: A case of Chinese tourists. Journal of Hospitality & Tourism Technology, 13(5), 855-874. https://doi.org/10.1108/JHTT-11-2021-0321
Goyal, C., & Taneja, U. (2023). Electronic word of mouth for the choice of wellness tourism destination image and the moderating role of COVID‑19 pandemic. Journal of Tourism Futures. https://doi.org/10.1108/JTF-08-2022-0207
Green, S. B. (1991). How many subjects does it take to do a regression analysis. Multivariate Behavioral Research, 26(3), 499-510. https://doi.org/10.1207/s15327906mbr2603_7
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/ebr-11-2018-0203
Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2011). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433. https://doi.org/10.1007/s11747-011-0261-6
Hair, J., Hollingsworth, C.L., Randolph, A.B. & Chong, A.Y.L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), pp. 442-458. https://doi.org/10.1108/IMDS-04-2016-0130
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Mod-eling (PLS-SEM) (3rd ed.). SAGE Publications Inc.
Henseler, J. (2018). Partial least squares path modeling: Quo vadis? Quality & Quantity, 52(1), 1-8. https://doi.org/10.1007/s11135-018-0689-6
Henseler, J. (2021). Composite-based Structural Equation Modeling: Analyzing Latent and Emergent Variables. The Guilford Press.
Henseler, J., Müller, T., & Schuberth, F. (2018). New Guidelines for the Use of PLS Path Modeling in Hospitality, Travel, and Tourism Research. In Applying Partial Least Squares in Tourism and Hospitality Research (pp. 17-33). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78756-699-620181002
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. https://doi.org/10.1007/s11747-014-0403-8
Kock, N. (2015). Common Method Bias in PLS-SEM: A Full Collinearity Assessment Approach. International Journal of e-Collaboration, 11, 1-10.
https://doi.org/10.4018/ijec.2015100101
Kock, N. & Lynn, G. S. (2012). Lateral Collinearity and Misleading Results in Variance-Based SEM: An Illustration and Recommendations. Journal of the Association for Information Systems, 13(7). https://doi.org/10.17705/1jais.00302
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