Hotel Management Behavior Model in eWOM Management

Manuel Gilabert; Maria del Carmen Berné Manero

doi:10.25145/j.pasos.2024.22.046

Autores/as

Manuel Gilabert Universidad Argentina de la Empresa (UADE) https://orcid.org/0000-0002-9449-6902
Maria del Carmen Berné Manero Universidad de Zaragoza https://orcid.org/0000-0003-3050-1634

DOI:

https://doi.org/10.25145/j.pasos.2024.22.046

Palabras clave:

eWOM, gestión de hotel, PLS-SEM, hotel estacional, comportamiento gerencial

Resumen

El boca-oído electrónico (eWOM) es de vital importancia en diversas industrias, en particular la hotelera, donde se evidencian efectos en ventas, precios, reputación y otras variables. Comprender cómo se acepta e incorpora gerencialmente el eWOM en las organizaciones es fundamental para el desarrollo de las mismas. El presente estudio tiene como objetivo explicar el comportamiento gerencial en relación al uso de eWOM en hoteles. Para ello se validó un modelo de ecuaciones estructurales PLS-SEM con datos provenientes de un cuestionario dirigido a hoteles de un área costera de Argentina donde hay hoteles anuales y de temporada. Se encontró que el uso de eWOM en la gestión depende de la intención de la gerencia en gestionarlo, la cual a su vez se nutre de su actitud hacia el tema. Adicionalmente, la actitud depende de la utilidad y facilidad percibida, y la utilidad depende de la calidad del eWOM.

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