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

Abstract

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.