Los impactos del Ewom en hoteles

  1. Salvi, Fabiana
  2. Serra Cantallops, Antoni
  3. Cardona, José Ramón
Revista:
Redmarka: revista académica de marketing aplicado

ISSN: 1852-2300

Año de publicación: 2013

Número: 10

Páginas: 3-17

Tipo: Artículo

DOI: 10.17979/REDMA.2013.02.010.4765 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Redmarka: revista académica de marketing aplicado

Resumen

El objetivo de este trabajo es la revisión de las investigaciones existentes referente a los impactos del electronic Word-of-Mouth (eWOM) dentro del sector de los hoteles. La revisión se centra en los artículos publicados durante los últimos años en revistas académicas especializadas en turismo y de gran relevancia internacional. Como resultado de esta revisión se identificaron los principales impactos generados por el eWOM desde la perspectiva de los consumidores y desde la perspectiva de las empresas. Para los consumidores, los comentarios poseen efectos significativos en la toma de decisiones, al facilitar el acceso y procesado de la información, y en la reducción del riesgo de compra de un producto intangible como el turismo. Para las empresas, puede generar oportunidades y amenazas para su imagen, como también influir en el volumen de ventas y en la generación de lealtad. Este trabajo pretende clarificar e informar sobre el estado de la cuestión de cara a futuros estudios relacionados con el eWOM y los hoteles.

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