La incidencia de los medios sociales en la gestión de la presencia online del sector hotelero. El caso de Mallorca

Marc Fuster Uguet; David  Giner Sánchez; Marco Antonio Celdrán Bernabéu; Miquel Ángel  Coll Ramis

doi:10.25145/j.pasos.2023.21.035

Autores/as

Marc Fuster Uguet Universidad de Alicante https://orcid.org/0000-0002-2344-5366
David Giner Sánchez Universidad de Alicante https://orcid.org/0000-0002-1822-1157
Marco Antonio Celdrán Bernabéu Universidad de Alicante https://orcid.org/0000-0003-1310-1241
Miquel Ángel Coll Ramis Universidad de les Illes Balears https://orcid.org/0000-0002-8485-8789

DOI:

https://doi.org/10.25145/j.pasos.2023.21.035

Palabras clave:

Planificación turística, Medios sociales, Marketing online;, Destinos inteligentes, Mallorca

Resumen

Esta investigación propone una metodología para analizar el grado de incidencia de los medios sociales en la gestión de la presencia online del sector hotelero en Mallorca. Para ello, se ha diseñado el Índice de Madurez de los Medios Sociales de la Oferta Turística (IMMSOT), que permite analizar la situación de las organizaciones turísticas en medios sociales a partir de tres dimensiones asociadas a su estrategia del social media marketing: el engagement, los canales/herramientas y el destino. Los resultados obtenidos evidencian que el sector hotelero de Mallorca realiza un uso escaso de este tipo de herramientas. Además, se han observado diferencias en su uso dependiendo de la categoría y la localización geográfica de los establecimientos hoteleros.

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