La incidencia de los medios sociales en la gestión de la presencia online del sector hotelero. El caso de Mallorca
DOI:
https://doi.org/10.25145/j.pasos.2023.21.035Palavras-chave:
Planificación turística, Medios sociales, Marketing online;, Destinos inteligentes, MallorcaResumo
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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Copyright (c) 2022 Marc Fuster, David Giner Sánchez, Marco Antonio Celdrán Bernabéu, Miquel Ángel Coll Ramis
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