Publication: La experiencia del consumidor y reputación online: el caso del sector hotelero de régimen “todo incluido” en Ecuador
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2021-03-04
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Universidad Complutense de Madrid
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Abstract
El presente trabajo de investigación tiene como principal objetivo el estudio inédito y original del impacto de la reputación online en la experiencia del consumidor en hoteles de régimen “todo incluido” en Ecuador, a partir del caso Hillary Nature Resort & Spa, para identificar la relevancia de la implementación de una metodología en el diseño de experiencias holísticas dirigidas a los viajeros. La finalidad primordial es demostrar cómo la implementación de la matriz experiencial influye en el diseño de experiencias que impactan directamente en los comentarios en línea y a su vez, en la reputación online del establecimiento. El caso mencionado se ha considerado como muestra de estudio debido a tres razones: primero, porque posee la audiencia online más numerosa en el segmento de hoteles “todo incluido” del país; segundo, porque TripAdvisor le ha dado la distinción del hotel preferido para las familias, además del certificado de excelencia en el servicio; y tercero, por su propuesta diferenciadora del común denominador de los hoteles “todo incluido” con el concepto de aventura y naturaleza...
The main objective of the research is the unprecedented and original study of the impact of online reputation on the consumer experience in “all-inclusive” hotels in Ecuador; from the Hillary Nature Resort & Spa case, to identify the relevance of the implementation of a methodology in the design of holistic experiences aimed at travellers. The primary purpose is to demonstrate how the implementation of the experiential matrix influences the designing experiences that directly impact online reviews and in turn on the online reputation of the establishment. The case in question has been considered as a study sample due to three reasons: first because it has the largest online audience in the all-inclusive hotel segment in the country, second because TripAdvisor has given it the distinction as the preferred hotel for families, in addition to the certificate of service excellence and third by its proposal to differentiate the common denominator of “all-inclusive” hotels with the concept of adventure and nature...
The main objective of the research is the unprecedented and original study of the impact of online reputation on the consumer experience in “all-inclusive” hotels in Ecuador; from the Hillary Nature Resort & Spa case, to identify the relevance of the implementation of a methodology in the design of holistic experiences aimed at travellers. The primary purpose is to demonstrate how the implementation of the experiential matrix influences the designing experiences that directly impact online reviews and in turn on the online reputation of the establishment. The case in question has been considered as a study sample due to three reasons: first because it has the largest online audience in the all-inclusive hotel segment in the country, second because TripAdvisor has given it the distinction as the preferred hotel for families, in addition to the certificate of service excellence and third by its proposal to differentiate the common denominator of “all-inclusive” hotels with the concept of adventure and nature...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias de la Información, leída el 20-01-2021