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Señales ofrecidas a través de los recursos de internet para reducir la incertidumbre de los consumidores de servicios de hospedaje

Author

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  • Zanfrillo, Alicia Inés
  • Artola, María Antonia

Abstract

El uso creciente de los social media asociado al ingente volumen de contenido generado por los usuarios ha transformado la comercialización del sector hotelero. Los usuarios acceden a información sobre establecimientos y prestaciones provenientes de diversos actores discurriendo en comunidades en línea, plataformas de información y sitios corporativos. Dado el hábito de los usuarios de obtener garantías sobre la seguridad en la contratación o confirmar la calidad de las prestaciones anunciadas antes de efectuar la adquisición del servicio, internet permite a las empresas del sector ofrecer señales para atraer su atención y diferenciar así una propuesta comercial entre la vasta oferta disponible. En el marco de las Teorías de Agencia y de Señales, el propósito del trabajo es analizar el aprovechamiento de los recursos de internet para influir en la decisión de compra de los consumidores a través de la presentación de señales de confianza y calidad en los hoteles de 3, 4, 5 estrellas y boutique de la ciudad de Mar del Plata [República Argentina] durante el año 2016. Se aborda una metodología cuantitativa de tipo descriptiva que muestra una adopción moderada de estas herramientas dificultando la publicación de señales para reducir la incertidumbre en los usuarios.

Suggested Citation

  • Zanfrillo, Alicia Inés & Artola, María Antonia, 2017. "Señales ofrecidas a través de los recursos de internet para reducir la incertidumbre de los consumidores de servicios de hospedaje," Nülan. Deposited Documents 2788, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    • Handle: RePEc:nmp:nuland:2788
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    References listed on IDEAS

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    Keywords

    Internet; Hoteles; Toma de Decisiones; Disposición a Pagar;
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