Inteligencia turística para competir: el user generated Content y la reputación on-line de los establecimientos de alojamiento y hospedaje de Bogotá (Colombia)
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Abstract
Las opiniones de los clientes de los establecimientos de alojamiento y hospedaje, sus valoraciones,
recomendaciones, sugerencias o críticas, tienen una influencia cada día más importante en los potenciales clientes de estos
establecimientos, pues pueden actuar de “palanca” para aumentar su atractivo para ser reservado.
Conocer el conjunto de esas opiniones, valoraciones, etc. debe ayudar al proceso de toma de decisiones, tanto de los
directivos de estos establecimientos como de los gestores del destino, contribuyendo a su ámbito de inteligencia turística
que mejora su competitividad.
El objetivo general de esta primera fase se concreta en: determinar la reputación online de los establecimientos de
alojamiento y hospedaje de Bogotá a partir de las valoraciones identificadas en plataformas turísticas de reservas y
opiniones, para lo cual se han analizado más de 250.000 opiniones de clientes que han pernoctado en alguno de los más
de 1.000 establecimientos de alojamiento y hospedaje de Bogotá que identifica nuestro estudio y que ha permitido
conseguir nuestro objetivo de esta primera fase
The costumer’s opinions of the lodging establishments, their valuations, recommendations, suggestions or criticisms, have an increasingly important influence on the potential clients of these establishments, since they can act as a “lever” to increase their attractiveness to be reserved. the knowledge of these opinions, ratings, etc. must help the decision-making process of both these establishments and destination’s managers, contributing to their field of tourism intelligence, which improves their competitiveness. the general objective of this first phase is concretized in: determining the online reputation of Bogotá’s lodging establishments from the valuations identified in tourist booking and opinion platforms, for which have been analysed more than 250,000 customer opinions who have spent the night in one of the more than 1,000 lodging establishments in Bogotá that identifies our study and that has allowed us to achieve our objective of this first phase
The costumer’s opinions of the lodging establishments, their valuations, recommendations, suggestions or criticisms, have an increasingly important influence on the potential clients of these establishments, since they can act as a “lever” to increase their attractiveness to be reserved. the knowledge of these opinions, ratings, etc. must help the decision-making process of both these establishments and destination’s managers, contributing to their field of tourism intelligence, which improves their competitiveness. the general objective of this first phase is concretized in: determining the online reputation of Bogotá’s lodging establishments from the valuations identified in tourist booking and opinion platforms, for which have been analysed more than 250,000 customer opinions who have spent the night in one of the more than 1,000 lodging establishments in Bogotá that identifies our study and that has allowed us to achieve our objective of this first phase
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