Influencia social onlinenuevas tecnologías en la comunicación del sector turístico

  1. Gavilan, Diana 1
  2. Martínez-Navarro, Gema 1
  3. Fernández-Lores, Susana
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Aldizkaria:
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ISSN: 1697-8293

Argitalpen urtea: 2017

Zenbakien izenburua: Las comunicaciones en el nuevo paradigma de marketing. Experiencias, relevancia, engagement y personalización

Alea: 15

Zenbakia: 2

Mota: Artikulua

DOI: 10.7195/RI14.V15I2.1065 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Beste argitalpen batzuk: Icono14

Laburpena

Internet has shaken up the tourism sector from the point of view of the consumer and of the company. Information is currently abundant and accessible; the traveler is more technological and has become an influencer. Thereby, ratings and reviews made by anonymous users on hospitality websites represent a form of influence with great impact on decision making that has transformed companies´ traditional communication models. This paper studies the mechanisms of social influence, specifically the role played by ratings and reviews in the choice of a tourist accommodation, taking into account the susceptibility of the user to the information that comes from others. An experiment was carried out. Conclusions reveal that ratings do constitute a critical factor in the decision, but are contingent upon the volume of reviews and that individual susceptibility to social influence moderated this process.

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