Publication: Presencia de alojamientos extremeños en redes sociales
Authors
Rodríguez Ranjel, Cristina ; Sánchez Rivero, Marcelino
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Publisher
Escuela Universitaria de Turismo. Universidad de Murcia
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Description
Abstract
La importancia que están alcanzando en la actualidad las
Redes Sociales para sectores con una alta interrelación con el
cliente, como el caso del sector turístico, hace imprescindible una
adecuada presencia en estos medios. Por ello, el presente trabajo se
centra en analizar el grado de presencia de los alojamientos
turísticos en estas redes, centrándose en las dos más extensivamente
utilizadas como son Facebook y Twitter, para el caso de un destino
de turismo de interior, Extremadura.
Para ello, se utiliza una muestra de 363 establecimientos
ubicados en Extremadura para, mediante la observación directa de
los perfiles en dichas redes analizar: el grado de presencia en las
mismas, los principales usos que se hacen los alojamientos de ellas
y la identificación de algunas variables que están influyendo en la
presencia, o ausencia, en este medio.
Finalmente mediante la utilización de la técnica de Análisis
Factorial de Correspondencia Múltiple se facilita la observación de
perfiles de usos que hacen los alojamientos de estas redes.
ABSTRACT: The current importance of social networks for sectors with a high level of interaction with customers, such as tourism one, makes a crucial question to have an adequate presence in these media. Due to this, this research focuses on analyzing the degree of presence of tourism lodging on internet social networks, and specifically on the most widely used ones (Facebook and Twitter). This analysis is applied to an inland tourism destination: Extremadura. A 363 lodging establishments located in Extremadura sample was used in order to analyze, through a method based on the direct observation of profiles, the degree of presence, the main uses of these social networks and the identification of some variables that could influence the presence, or absence, on these media. Finally, an analysis of user profiles in these networks is performed by using a multiple correspondence factor analysis.
ABSTRACT: The current importance of social networks for sectors with a high level of interaction with customers, such as tourism one, makes a crucial question to have an adequate presence in these media. Due to this, this research focuses on analyzing the degree of presence of tourism lodging on internet social networks, and specifically on the most widely used ones (Facebook and Twitter). This analysis is applied to an inland tourism destination: Extremadura. A 363 lodging establishments located in Extremadura sample was used in order to analyze, through a method based on the direct observation of profiles, the degree of presence, the main uses of these social networks and the identification of some variables that could influence the presence, or absence, on these media. Finally, an analysis of user profiles in these networks is performed by using a multiple correspondence factor analysis.
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