Hotelería-Pregrado

Permanent URI for this collectionhttps://dspace-test.ucuenca.edu.ec/handle/123456789/57

Browse

Now showing 1 - 20 of 167

Evaluación de la calidad del servicio en atención al cliente mediante la técnica de cliente incógnito, caso Hotel Santiago de Compostella, Cuenca - Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-08-17) Landy Fárez, Lucas Ismael; López León, Mateo Santiago; Iñiguez Márquez, Gustavo Eduardo
The objective of this research was to evaluate the quality of the service of the Hotel Santiago de Compostella through the application of the incognito client technique. To this end, three visits were made during the study period, in which different moments of interaction with the establishment were analyzed, including telephone attention, the check-in process, housekeeping, complementary services, room service, check-out and after-sales follow-up. The evaluation was developed through observation instruments and perception scales, which allowed assessing the performance of the service from the perspective of the guest. The results showed a favorable performance in customer service, mainly in the management of reservations, check-in and staff disposition, as well as adequate compliance with essential lodging services, which contributed to a satisfactory experience during the stay. However, opportunities for improvement were identified related to the maintenance of facilities, the cleaning of some areas, the coordination of complementary services and guest loyalty.
Diagnóstico de los factores organizacionales que influyen en el bienestar laboral en hoteles de 3 a 5 estrellas en la ciudad de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Párraga Viteri, Isaac Andrés; Ortiz Erraez, Wilson Andrés; Serrano López, Ana Lucía
This qualitative, exploratory and descriptive, and cross sectional research aimed to diagnose the organizational factors influencing the labor well-being of young workers in 3 to 5 stars hotels in Cuenca, Ecuador. Data were collected via semistructured interviews with 28 workers from operational and front-line areas. The results indicate that labor well being is significantly conditioned by work organization, workload, internal communication, leadership, and working conditions. Key identified patterns include the frequent assignment of non-role-related tasks, periods of excessive workload, perceived insufficient staffing, limited managerial feedback, low motivational leadership, and a sense of insufficient reward. Conversely, work climate and interpersonal relationships emerged as a favorable factor. The study concludes that labor well-being in these establishments depends critically on management practices related to resource distribution, task communication, leadership exercise, and performance recognition.
Análisis de relación entre la satisfacción laboral del personal y la satisfacción del cliente en la Hostería Dos Chorreras, Cuenca-Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-24) Collaguazo Agila, Marilyn Anahí; Eljuri Jaramillo, María Isabel
This study seeks the relationship between job satisfaction and customer satisfaction within the hotel sector. The study consists of a quantitative approach, allowing the level of work and customer satisfaction to be measured; as well as, to statistically analyze the relationship between both factors with a descriptive-correlational and cross-sectional scope. The case study was applied in the facilities of the Hostería Dos Chorreras to both employees and visitors and guests through simple random probability sampling. The study is composed of three phases. The first consists of an analysis of theoretical foundations, as well as the recognition of the dependent variable (Customer satisfaction) and the independent variable (Job satisfaction). In the second phase, the evaluation methods for both variables were identified, using the Frederick Herzberg model applied to job satisfaction and the SERVPERF model applied to customer satisfaction. Then, surveys were applied by QR code, where both employees and customers of the company participated. Their results were analyzed depending on the average of each dimension and indicator applied in the methods, in addition to reinforcing these results through statistical data. Finally, in the third phase, through the Spearman coefficient, the relationship between the dependent variable was correlated with the different indicators of the independent variable, thus giving a weak positive relationship result. With these results, improvement strategies were proposed applied to the Hostería Dos Chorreras.
Análisis de los factores motivacionales desde la perspectiva del consumidor para elegir un destino de bodas y el rol de la hotelería: Una revisión sistemática de la literatura
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-20) López Aguirre, Madelaine Yessenia; Méndez Orellana, Vanessa Estefanía; Urgilés Contreras, Diana Paola
A systematic literature review was conducted to analyze the motivational factors in choosing wedding destinations from the consumer's perspective, as well as the role of the accommodation industry in this process. The study was structured in three methodological phases: theoretical foundations, bibliometric analysis, and an examination of trends and research gaps. An observational design with a mixed-methods approach, descriptive scope, and longitudinal focus was applied, developed under the guidelines of the PRISMA protocol (Preferred Reporting Items for Systematic Reviews and Meta-Analyses) using the Scopus database. Quantitative data were processed using the Bibliometrix tool, complemented by a critical review of the qualitative literature. The findings revealed that the main consumer motivations include economic variables, favorable weather conditions, scenic appeal, reduced logistical stress, the search for privacy, family reconnection, recommendations from social capital, and the simplification of legal procedures. Regarding the role of accommodation, it was determined that this sector only becomes a key factor in decision-making when the establishment establishes itself as an attractive destination in its own right or when it serves as the central hub for event planning. It is concluded that the accommodation industry should implement specialized services for this market niche and design comprehensive packages that combine the wedding celebration with the honeymoon.
Influencia del servicescape en la experiencia y satisfacción del huésped: Caso de Estudio Hotel Parc Royale
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-17) Espinoza Naula, Erika Camila; León León, Emilia Anabel; Delgado Oleas, Nancy Karla
This research analyzes the impact of the servicescape on the experience and satisfaction of guests at the Hotel Parc Royale, located in Cuenca, Ecuador. The study was conducted in three stages: first, to theoretically establish the components of the servicescape and their effect on the hotel guest experience and satisfaction; second, to evaluate which of these components have the greatest influence on hotel guests; and third, to identify the elements of the servicescape that contribute to strengthening their experience and satisfaction. Methodologically, a mixed-methods approach with an analytical scope and a cross-sectional observational design was adopted. Three data collection tools were used: surveys of 41 guests, the mystery shopper technique conducted by an expert, and heat maps that recorded the movement patterns of 213 people. Data triangulation integrates guest statements, expert critical observations, and actual behavior within the hotel. The findings show a positive assessment of the servicescape, with particular strength in the symbolic dimension. The overall experience exceeds reported satisfaction, demonstrating that the hotel meets expectations but still has room to surpass them. The main weaknesses lie in thermal comfort and noise control. It is concluded that the servicescape has a decisive influence on the guest experience, establishing itself as a fundamental strategic tool for creating memorable experiences in the hotel industry.
Revisión Sistemática de Literatura sobre los desafíos que enfrentan los hoteles para cumplir los requisitos de la norma ISO 9001:2015 en el proceso de certificación
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-17) Tenesaca Urgiles, Mateo Ismael; Molina Díaz, María Augusta
This study presents a Systematic Literature Review (SLR) on the challenges hotels face in meeting the requirements of the ISO 9001:2015 standard during the certification process, using the PRISMA protocol. The analysis was based on a final selection of ten scientific articles obtained from academic databases such as Scopus and Dimensions. The main objective was to analyze the challenges hotels face in meeting the requirements of the ISO 9001:2015 standard for certification, focusing on hotels in the 3- to 5-star categories. The main challenges identified were resistance to change, lack of training, excessive documentation, and cost as key factors. As a result of these barriers, establishments are often forced to abandon the certification process and opt for more viable alternatives. Finally, gaps in the research were identified, such as a scarcity of specific studies on the hotel sector regarding the standard, a lack of field research and practical guides, a need for more descriptive and in-depth studies, and the need for future analyses focused on operational staff. Thus, this study compiles existing research on the topic and establishes a theoretical foundation for future investigations.
Análisis de factibilidad para el desarrollo de programas de formación en ciencia de datos aplicada a la hospitalidad y hotelería en la Universidad de Cuenca en el marco del proyecto ICP Connect: Beyond the Souvenir
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-17) Gualán Gualán, Melany Jeniffer; Tobay Pizarro, Andrea Michelle; Espinoza Figueroa, Freddy Edgar
This study analyzes the feasibility of implementing training programs in data science applied to hospitality and hotel business at the University of Cuenca, within the framework of the ICP Connect project: Beyond the Souvenir. Through a mixed observational design of analytical scope, 14 semi-structured interviews were applied to actors of the Cuenca tourism ecosystem, a survey of 311 students and an institutional documentary analysis. The results show a specific sectoral demand in cost management, demand prediction and revenue management, together with a training gap characterized by low technological maturity but high willingness to learn. The institution has technological infrastructure, enabling regulations and capacity to sustain the offer. As a proposal, a modular itinerary of six micro-credentials of 270 total hours in hybrid mode is designed, progressive and articulated with the productive sector, which responds to the most demanded skills by the local labor market.
Propuesta de gestión hotelera basada en el desarrollo de diversas experiencias complementarias en destinos culturales: Caso Centro Turístico Intyari Lodge, Saraguro Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-17) Carrión Naula, Dayanna Paulina; Sánchez Rodas, Lourdes Monserrat
This intervention project aimed to design a hotel management proposal based on the development of complementary cultural experiences for the Intyari Lodge Tourist Center, located in Saraguro, Ecuador. The project addressed the lack of a structured experience design that integrates lodging services with the destination's rich cultural heritage, thus limiting competitive differentiation and the creation of meaningful guest experiences. To tackle this problem, an intervention project was developed using the Design Thinking methodology, applied in its five phases: empathize, define, ideate, prototype, and test. It is worth noting that various qualitative and quantitative tools were used, such as semi-structured interviews, surveys, empathy maps, problem trees, user journey maps, and ideation matrices, which allowed for the identification of the target market's needs, motivations, and expectations. As a result, six proposals were designed and validated, comprising diverse cultural experiences linked to the Andean worldview, ancestral medicine, local gastronomy, and community interaction, all of which meet guest expectations. It is concluded that the integration of structured cultural experiences into hotel management constitutes a key strategy to strengthen the guest's connection with the destination, improve the average stay, and generate sustainable competitive advantages for the establishment.
Identificación del potencial de incorporación de analítica de datos y big data en los procesos de toma de decisiones en el ecosistema de las empresas de alojamiento de la ciudad de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-07-17) Alvarado Tola, Nahomi Nohelia; Guarango León, Aida Fernanda; Espinoza Figueroa, Freddy Edgar
This study aims to identify the potential for incorporating data analytics and big data into decision-making processes in the ecosystem of accommodation companies in the city of Cuenca, Ecuador. To carry it out, 3 stages have been completed, the first to understand the theoretical foundations related to the use of data analytics and big data in the tourism sector for the contextualization of the phenomenon in the field of accommodation companies, the second to describe the current situation of the handling, management and use of data within accommodation companies in Cuenca (Ecuador), identifying practices, limitations, and opportunities, the third Identify the willingness of lodging companies to acquire, integrate, and use data derived from analytics and big data solutions for hotel management decision-making. The study had a qualitative approach of exploratory scope and cross-sectional. Tools such as semi-structured interviews (15) were used for members of the accommodation sector interested in decision-making data, union leaders in the accommodation sector, and members of the public sector involved in the accommodation sector. It is concluded that the study made it possible to determine that the adoption of data analysis tools and big data in accommodation companies is in a non-homogeneous stage of development since some establishments have incorporated technologies to improve management and decision-making and others maintain traditional practices with limited use of data.
Análisis de precios y servicios de Airbnb en la ciudad Cuenca 2024: Un estudio comparativo enfocado en las parroquias Gil Ramírez Dávalos y El Sagrario
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-06-09) Pacheco Fajardo, Johnny Bolivar; Iñiguez Márquez, Gustavo Eduardo
The general objective of this research work is to carry out an analysis of Airbnb prices and services in the city of Cuenca 2024: A comparative study focused on the Gil Ramírez Dávalos and El Sagrario parishes. The research addresses the possible existence of poor pricing structuring within the collaborative accommodation market, studying whether the published rates correspond fairly to the structural and value-added attributes of the establishments. Methodologically, a mixed approach was used with quantitative and qualitative, applying the hedonic price model through multiple linear regression, logarithmic transformation of the dependent variable and segmentation by percentiles. The results indicate that the price structure is not a random effect, but is made up structural and value-added services characteristics, according to the models, it shows greater price coherence in El Sagrario compared to Gil Ramírez Dávalos. It is concluded that the setting of prices is based on a structure characterized by differentiated territories and competitive strategies typical of the local market that account for a tourist experience linked to urban dynamics.
Propuesta de acciones sostenibles basadas en la Norma Smart Voyager Express – Hospedaje y la guía de buenas prácticas de turismo sostenible Rainforest Alliance 2005. Caso: Hostal Atenas de Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-04) Pachar Muñoz, Marcela Estefania; Urgilés Contreras, Diana Paola
The tourism and hotel field is closely linked to sustainable practices, due to this, a proposal of sustainable actions aimed at improving the business, socio-cultural and environmental areas of the Atenas Hostel in Cuenca, Ecuador, is presented, based on the criteria established by the Smart Voyager Express Accommodation Standard and the Rainforest Alliance Sustainable Good Practices guide of 2005. The objectives of this proposal are to present various sustainable actions that help reduce its ecological footprint, improve the operational efficiency of the establishment and promote sustainable tourism. This proposal seeks to position Hostal Atenas as a benchmark for responsible tourism in its category in the city of Cuenca, Ecuador.
Propuesta de un plan de marketing digital para el hostal El Barranco, Cuenca, Ecuador
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-04) Mendieta Pesantez, Bryan Oswaldo; Peñaloza Muela, Edgar Aníbal; Delgado Oleas, Nancy Karla
The purpose of this work is to develop a digital marketing plan tailored to the specific needs and characteristics of El Barranco hostel, located in the historic center of Cuenca, Ecuador. Based on a comprehensive diagnostic assessment, including an analysis of the internal and external environment using tools such as SWOT analysis, semi-structured interviews, and participant observation, significant shortcomings in the establishment's digital management were identified, such as the absence of a website, a weak social media presence, and a lack of awareness of online booking platforms. Furthermore, market research was conducted through guest surveys and an analysis of direct and indirect competitors, characterizing the profile of the potential customer and current consumption trends. Based on these findings, a digital marketing plan was structured, incorporating strategies relevant to the company's needs. The proposal aims to improve the hostel's visibility, increase occupancy, and strengthen its competitiveness in a dynamic tourism market. Finally, the strategies were validated through a process of engagement with the owners and staff of the establishment, ensuring their operational viability and alignment with the principles of sustainable tourism and local development.
Análisis de los factores que contribuyen al índice de deserción en la carrera de Hospitalidad y Hotelería de la Universidad de Cuenca durante el periodo 2020 - 2022
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-03-04) Patiño Solano, Christian Sebastián; Pineda Campoverde, Iván Ronald; Sánchez Rodas, Lourdes Monserrat
This research analyzes the factors that affect student dropout in the Hospitality and Hospitality career at the University of Cuenca during the period 2020–2022. A qualitative-descriptive approach was applied, structured in three phases: theoretical review, analysis of academic indicators and interviews with dropout students and institutional authorities. The results show that dropout responds to personal, academic, social, and economic factors, intensified by the effects of the COVID-19 pandemic. Among the main causes are lack of vocation, demotivation, academic pressure, economic difficulties and poor adaptation to virtuality. Cohort analysis shows an increasing trend of dropout, with a rate of 48.57% in the 2022 cohort. It is concluded that dropout is a multifactorial phenomenon that requires institutional strategies of academic accompaniment, vocational guidance and socioeconomic support, especially during the first semesters, in order to reduce early dropout and improve student retention.
Estudio de factibilidad para la implementación de un lodge en el cantón Santa Isabel, provincia del Azuay
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-02-12) Naranjo Ávila, María José; Ávila Vélez, Tania Karolina
The Yunguilla Valley, in the Santa Isabel canton, is receiving an increasing number of visitors drawn by its warm climate and beautiful landscapes, especially during weekends and holidays. Amid this growth, a significant limitation is evident: the accommodation options remain concentrated in traditional inns, lacking the more immersive and specialized experiences characteristic of a lodge. This observation motivated the present proposal, whose purpose is to analyze the feasibility of implementing such an establishment that meets the evolving expectations of visitors and contributes to the diversification of tourism in the valley. This study began with a review of the territorial and tourism context of Santa Isabel, as well as the profile of those who visit the area, to better understand their preferences and travel habits. Furthermore, a market analysis was conducted to identify the current state of supply, potential demand, and appropriate strategies for positioning a lodge in the sector. Finally, economic viability was assessed by estimating the necessary investment, sources of financing, and projecting income and expenses, using financial tools to determine the project's long-term sustainability. Together, these elements provide a clear picture of Yunguilla's potential to host a lodge and the relevance of promoting a proposal that complements the existing tourism offerings.
Estudio de factibilidad para la creación de un Centro de Alojamiento Comunitario en el sector Cebadillas, cantón Sígsig
(Universidad de Cuenca. Facultad de Ciencias de la Hospitalidad, 2026-01-30) Salazar Plasencia, Martha Celina; Ávila Vélez, Tania Karolina
The Cebadillas sector, a territory belonging to the San Sebastián commune, proposes a local development initiative for the community through entrepreneurship and community tourism, to take advantage of the scenic attractions, cultural programs and handicrafts that are made in the canton. In this context, the implementation of a Community Accommodation Center has been considered through this proposal, with the aim of evaluating the feasibility of creating the project in the sector. First, a situational diagnosis was carried out to identify the natural attractions, cultural programs and traditions that the sector has, and thus take advantage of these resources for the development of the proposal. After that, a market study was carried out, applying a survey with closed questions, as to segment the potential market, it was possible to analyze the target, their preferences and tastes, evaluate the competition, consider the price factors, services offered and the strategic location, among others. Finally, a financial study was carried out, incorporating investment, financing, income, costs and expenses; with the support of financial indicators such as NPV and IRR, and thus we obtained information on the economic feasibility of the proposal.
Análisis de la calidad del servicio mediante el modelo de evaluación HOTELQUAL caso: Hostal Posada del Ángel, Cuenca-Ecuador
(Universidad de Cuenca, 2025-09-29) Quito Banegas, Josseline Anabel; Sinchi Villa, Evelyn Lisseth; Iñiguez Márquez, Gustavo Eduardo
This study analyzes the quality of service in a tourist accommodation establishment through the application of the HOTELQUAL model, using the Hostal Posada del Ángel as a case study. The main objective is to determine the level of customer satisfaction by identifying gaps between previous expectations and the real perception of the service received, in order to generate inputs that guide decision-making and promote continuous improvement in processes and customer service. The evaluation, based on the HOTELQUAL model, was structured in three key dimensions: infrastructure conditions, staff attitude, and service organization. The methodology adopted had a mixed approach, with a descriptive scope and a cross-sectional design. The research process was developed in three phases: in the first one, a review of specialized literature was carried out; in the second one, surveys were applied based on the standardized dimensions of the HOTELQUAL model, whose answers were tabulated and analyzed; and, finally, in the third phase, recommendations were made based on the findings obtained. The findings show that the dimension related to infrastructure presents the highest levels of dissatisfaction on the part of guests. Based on these results, specific improvements are proposed that will allow Hostal Posada del Ángel to optimize the customer experience and raise the general perception of the quality of the service offered.
La situación actual del greenwashing en la industria hotelera: Una Revisión Sistemática de la Literatura (RSL)
(Universidad de Cuenca, 2025-09-11) Carabajo Patiño, Dayanna Jacqueline; Juela Inga, Michelle Alexandra; Galarza Torres, Marcela Alexandra
The project aims to analyze the current situation of greenwashing in the hotel industry and its implications on sustainable practices through a systematic literature review (RSL). The problem will be addressed by implementing a search algorithm aimed at identifying patterns in the scientific literature. The methodology applied in the research will have a mixed approach of descriptive scope and a longitudinal observational design, based on literature from the last five years. The study will follow the PRISMA (Preferred Reporting Items for Systematic Reviews and MetaAnalyses) protocol, which will guarantee an adequate selection and analysis of relevant bibliographic sources. The search method was carried out in three phases: the first consisted of the construction of a theoretical framework based on recent literature. In the second phase, the PRISMA protocol will be applied, which defines search terms, inclusion and exclusion criteria, and relevant sources, processing the data with the R Studio software version 4.3.2 and the Bibliometrix library for a bibliometric analysis focused on metrics. Finally, in the third phase, a qualitative systematization of the selected literature will be carried out, analyzing methodologies, results and problems addressed in the studies, with the purpose of identifying trends and gaps in the literature on the object of study.
Revisión sistemática de la literatura sobre el impacto de la movilidad estudiantil en la educación en hospitalidad
(Universidad de Cuenca, 2025-09-11) Cajamarca Olivo, Daniela Estefanía; Fajardo Narváez, Evelyn Brigitte; Espinoza Figueroa, Freddy Edgar
This research study focused on analyzing student exchange programs in hospitality education through a systematic review of the literature. The objective was to analyze the role of student exchanges in relation to education in the hotel field. An observational design was used with a quantitative and qualitative approach of analytical scope and longitudinal section. The project had three stages: first, a theoretical framework was made to identify relevant literature on student exchanges in the database such as Scopus. As a result, a theoretical reflection was obtained with bibliometric data documented from 2019 to 2024. In the second phase, the PRISMA protocol (Preferred Reporting Items for Systematic Review and Meta-Analysis) was applied to filter the selected studies and analyze problems, methodologies and results using tools such as R Studio and Bibliometrix. Finally, the main findings were synthesized, detecting gaps in relation to student exchange. In fact, there are no current topics about this type of study, so it would be pertinent for hospitality-related institutions to consider this gap. Finally, this study identified current trends and challenges to improve access, quality, and relevance of educational exchanges in hospitality.
Propuesta de un modelo para las asignaturas de Práctica de Servicio Comunitario 1 y 2 que integren prácticas alineadas al perfil académico de los estudiantes de la carrera de Hospitalidad y Hotelería de la Universidad de Cuenca
(Universidad de Cuenca, 2025-09-11) Arce Alvear, Camille Vanessa; Reinoso Cumbe, Erika Tatiana; Sánchez Rodas, Lourdes Monserrat
This intervention project aims to develop a proposal for a comprehensive model for the implementation of the subjects of Community Service Practice 1 and 2, which integrates activities aligned with the graduation profile of the students of the Hospitality and Hospitality career of the University of Cuenca. The research was carried out with a qualitative approach, through a review of documents and records provided by the Hospitality and Hospitality Career Directorate and the Coordination of Linkage with Society of the Faculty of Hospitality Sciences. In addition, semi-structured interviews were applied to administrative staff, teachers and students selected for convenience. The information collected was processed through discourse analysis with the Atlas.ti 23 software (inductive-deductive coding) and subsequently analyzed through narrative analysis. The results showed a weak connection between some linking projects and the graduation profile, due to the poor communication between tutors and students, the lack of follow-up to the activities developed and the low student motivation. Based on these findings, a model was designed that establishes general guidelines for the management of Community Service Practice subjects, which was validated with students to respond to the expectations of the actors involved. It is concluded that the proposed model contributes to improving student satisfaction and optimizes the management of pre-professional internships in the Hospitality and Hospitality career.
Análisis de la influencia del eWOM (reseñas en línea) en la reputación de los hoteles de 4 estrellas ubicados en el Centro Histórico de Cuenca y su uso como herramienta de gestión de marketing
(Universidad de Cuenca, 2025-09-11) Carrión Luna, María Emilia; Ortiz Lojano, Gabriela Elizabeth; Saquicela Aguilar, María Esthela
The following work aimed to analyze the influence of electronic word of mouth (eWOM) on the digital reputation of 4-star hotels located in the Historic Center of Cuenca during the years 2022-2024. The research was developed in three phases: exploratory, descriptive and quantitative. 795 reviews were obtained from the platforms (Booking, Google), Power BI and ATLAS, Ti 23 tools were used to perform an analysis of the reviews. Reviews were categorized into positive, neutral, or negative to identify patterns, trends, and key factors influencing the guest experience. Among the factors that stand out the most are attention from the staff, cleanliness and location. Trends related to the variation of scores throughout the period analyzed and the behavior of the eWOM in different months of the year were also identified. In addition, the strategies related to the eWOM in each hotel were analyzed, where it was evident that hotels such as the Hotel Forum present a response level of more than 99% on the two platforms, while the Hotel Los Balcones does not respond to comments on either of the two platforms, thus demonstrating the differences that exist in the management of online reputation. This study allows us to understand the importance of eWOM to improve hotel competitiveness in a world where technology is increasingly present, highlighting the need to maintain an active management of digital reviews to improve guest experience and strengthen the online reputation of hotel establishments.

Browse

Recent Submissions