Percepciones de los clientes y estrategias para los alojamientos de turismo rural


  • António José Vilares Melo University of Maia (Portugal)
  • Eduardo Gonçalves
  • Carlos Silva Universidade da Maia


Palabras clave:

Reseñas en línea, Inteligencia de mercado, Visibilidad en línea, Respuesta de la dirección, Rendimiento de las empresas


En turismo, la mayoría de las búsquedas de información se realizan en internet. Es muy importante destacar la comprensión de las consecuencias comerciales de las reseñas de los consumidores en línea, la visibilidad en línea y la experiencia de presencia de las empresas, la decisión sobre el número de alojamientos, la inteligencia de mercado y la respuesta de la gerencia. Los autores recopilaron datos sobre establecimientos de turismo rural (RTA) de un sitio web que lidera el infomediario, 235 RTA franceses. El estudio muestra que la posición de los consumidores de los RTA en base a sus percepciones positivas de la experiencia vivida, las variables de acomodación estratégica y las habilidades gerenciales explican el aumento en el volumen de mensajes positivos a los consumidores, ayudando a los gerentes a comprender qué lleva al consumidor a posicionar el RTA en base a sus percepciones positivas y qué características son más relevantes.


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Biografía del autor/a

António José Vilares Melo, University of Maia (Portugal)

Dr. Melo is a Strategic Management and Marketing expert with a specialization in Information Communication Technology applications in the Tourism, Travel, Hospitality, and Leisure industries. Integrated researcher at CEDTUR - Tourism Development Studies Center: Maia, Porto, PT. Senior Lecturer at the Department of Communication Sciences and Information Technologies, University of Maia - ISMAI. Dr. Melo holds an International Ph.D. in Business Administration with a concentration in Tourism Management from the University of Salamanca (USAL), an M.Sc. degree in Business Administration with a concentration in Services from the University of Porto (UP) on Porto Business School (PBS former EGP-UPBS), an MBA degree in International Trade from the AEP Portuguese Business Association (IEP - Portuguese Business Institute) in partnership with ESADE Ramon Llull University, and a Graduate degree in Applied Maths/Informatics from the University Portucalense (UPT).
Dr. Melo is an integrated researcher of CEDTUR - Tourism Development Studies Center Lab from the University of Maia (UMAI) in partnership with CEGOT - Center of Studies in Geography and Spatial Planning from the University of Coimbra (UC) and with CIAC - Center for Research in Communication Sciences and Arts from University of Algarve (UAlg). And as an integrated member of the Multidisciplinary Business Institute (IME) from the University of Salamanca.
Dr. Melos´ skill and expertise:
Marketing Research, Consumer Behavior, Tourism Research, Mixed Methods, Business Management, Quantitative Analysis, Qualitative Analysis.
Dr. Melo´s research focuses on the impact of information technologies on the hospitality and tourism industry, services and consumer behavior, tourism destinations, accommodation business performance, and information extraction. His research employs a Big Data analytics approach using user-generated content and text-mining techniques as well as statistical methods of qualitative and quantitative analysis. Dr. Melo lectures courses related to tourism, marketing, communication, and information systems. Presented papers in recognized international conferences, with work published in several specialty journals like the Journal of Travel Research, and with Springer in the ASTI Book Series. Dr. Melo has received the 2019-2020 Extraordinary Doctorate Award from the University of Salamanca (USAL) and has received the 2019 "Comendador Rui Azinhais Nabeiro" Award for the Better Communication by Portuguese and Spanish authors or joint authorship with other authors from Latin America from the Management Department of the University of Évora (UE) in partnership with CEFAGE - Center for Advanced Studies in Management and Economics (UE). Dr. Melo has vast experience of more than 30 years in business consulting in multinational consulting, services, and manufacturing companies in several countries (CSC Ploenzke Portugal, Unión Fenosa Soluziona Spain, and Portugal, Norsistemas, Dourdin Portugal) as country manager, area manager, operations director, consulting director, and senior consultant.


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Cómo citar

Vilares Melo, A., Gonçalves, E., & Silva, C. (2022). Percepciones de los clientes y estrategias para los alojamientos de turismo rural. PASOS Revista De Turismo Y Patrimonio Cultural, 20(5), 1171–1190.