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Impacto de las redes sociales en los ingresos de los hoteles en Colombia, Ecuador y Perú

Author

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  • Joaquim Majó
  • Daissy Moya
  • Laura Vall-llosera

Abstract

El objetivo de la presente investigación es analizar la influencia de las valoraciones de los hoteles en las redes sociales y cómo estas afectan los ingresos de los hoteles. A partir de los datos mensuales (entre agosto de 2014 y julio de 2015) de 48 hoteles de Colombia, Ecuador y Perú se analizaron principalmente las variables: GRI (Global Review Index), Oferta, Demanda, Venta, RevPAR (Revenue Per Avalable Room) y Ubicación; mediante análisis de conglomerados y un modelo lineal. Se encontró que un mejor GRI favorece a una mejor ratio entre las ventas y la oferta. En concreto, observamos que cuando el GRI se incrementa en una unidad, el RevPAR crece en 0,49%, manteniendo el resto de variables constantes. Es la primera investigación realizada en Sudamérica para analizar la incidencia de las redes sociales en los ingresos de los hoteles.

Suggested Citation

  • Joaquim Majó & Daissy Moya & Laura Vall-llosera, 2017. "Impacto de las redes sociales en los ingresos de los hoteles en Colombia, Ecuador y Perú," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, vol. 26(1), pages 147-162, December.
    • Handle: RePEc:col:000180:015904
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    References listed on IDEAS

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