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Los precios de referencia en la evaluación online del servicio hotelero/Reference Prices in Online Assessment of Hotel Services

Author

Listed:
  • CAMPO MARTÍNEZ, SARA

    () (Departamento Financiación e Investigación Comercial, UNIVERSIDAD AUTÓNOMA DE MADRID, ESPAÑA.)

  • YAGÜE GUILLÉN, MARÍA JESÚS

    () (Departamento Financiación e Investigación Comercial, UNIVERSIDAD AUTÓNOMA DE MADRID, España.)

Abstract

El sistema de clasificación hotelera a través de las estrellas debería actuar como una señal externa que proporciona información a los clientes sobre los niveles esperados, de servicios y de precio, de los hoteles. Sin embargo las estrellas no se revisan y es habitual que se conviertan en señales confusas para los clientes sobre los niveles de calidad. Por otro lado, los sistemas de reservas on-line permiten que los clientes se informen de forma rápida y sencilla sobre los precios hoteleros y consulten los niveles de satisfacción de otros huéspedes, también conocido como la comunicación boca-oído electrónica (e-WOM). Esta información resulta, en muchos casos, más creíble para los clientes que están buscando un hotel donde alojarse que el número de estrellas otorgadas. En este nuevo contexto informativo, el objetivo de este estudio consiste en analizar la información publicada en una web de reservas hoteleras sobre los precios de las habitaciones y las evaluaciones sobre la calidad percibida por los huéspedes, con el fin de analizar la influencia del precio publicado sobre las evaluaciones obtenidas por los clientes del hotel. The star hotel classification system should act as an external sign that provides clients with information regarding the expected hotel levels of prices and services. However, the stars assigned are not reviewed and usually, they are confusing signs for clients regarding quality levels. Nowadays, on-line reservation systems allow clients to obtain information quickly and easily regarding hotel prices and to consult other guests' satisfaction levels, also known as electronic word of mouth (e-WOM). Many times, this information is more credible than stars when it comes to look for a hotel stay. In this new informative context, this study aims at analyzing the posted data in a hotel reservation web site regarding rooms and the guests' assessment of quality perceived. Its objective is the analysis of the influence of published prices in the assessments made by hotel guests.

Suggested Citation

  • Campo Martínez, Sara & Yagüe Guillén, María Jesús, 2011. "Los precios de referencia en la evaluación online del servicio hotelero/Reference Prices in Online Assessment of Hotel Services," Estudios de Economía Aplicada, Estudios de Economía Aplicada, vol. 29, pages 825-844, Diciembre.
  • Handle: RePEc:lrk:eeaart:29_3_8
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    Keywords

    Precios de referencia; evaluación servicios hoteleros; Boca-oído electrónico ; Reference Prices; Hotel Services Assessment; Electronic Word of Mouth.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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