Como los comentarios de usuarios en medios electrónicos afectan al proceso de compra de productos hoteleros: un estudio empírico en España y Portugal

• Autor(a) principal: Hernández Mogollón, José Manuel
• Data de Publicação: 2014
• Outros Autores: Herrero Crespo, Angel, Martín Gutiérrez, Héctor San
• Tipo de documento: Artigo
• Idioma: spa
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v2i21/22.11545

At present the application of information and communications technologies (ICT) to the marketing of tourism products has been a major change in hotel marketing. In particular, the use of these tools by the users is having a strong effect in decision-making about the choice of tourist destinations and hotels. This research deepens our knowledge of the use of electronic media by tourists as one of the most powerful tools today to influence consumer behavior. A sample of 1,024 tourists, 648 in Spain and 376 in Portugal, was surveyed in order to analysis questions about the comments of the users of social networks, webs of comments, reservation centers and hotels, and to discover its possible influence, value, or credibility. Results between samples from both countries were compared to test how cultural differences can modify the importance of these variables on the use of electronic media in the purchase of hotel products.