Percepciones de los clientes y estrategias para los alojamientos de turismo rural
DOI:
https://doi.org/10.25145/j.pasos.2022.20.079Palabras clave:
Reseñas en línea, Inteligencia de mercado, Visibilidad en línea, Respuesta de la dirección, Rendimiento de las empresasResumen
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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Derechos de autor 2022 António José Vilares Melo, Eduardo Gonçalves, António José Pinheiro
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