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Gestión de la reputación online en el sector hotelero cubano

Author

Listed:
  • Yadira Ramos Pozo
  • Santiago Contreras Tejeda
  • Noel Pérez Rojas

Abstract

La sociedad de internet y las novedosas tendencias del management han impulsado el nacimiento del concepto de reputación online. Este tema ha sido prolífero en investigaciones que lo definen como construcción social que conforma un estado de opinión y valoración. En la industria hotelera se le ha dado un tratamiento riguroso debido al carácter intangible de sus servicios, convirtiendo la reputación online en un factor de alto valor en la decisión de alojamiento y para la obtención de beneficios económicos. TripAdvisor, considerada la mayor red social comercial, ha sido el centro de atención para su gestión por investigadores y managers. En Cuba, la temática ha carecido de estudios tanto desde el ámbito empresarial como académico. El objetivo del presente artículo ha sido expresar la importancia que tiene la gestión de la reputación online en TripAdvisor y su valor para la hotelería cubana.

Suggested Citation

  • Yadira Ramos Pozo & Santiago Contreras Tejeda & Noel Pérez Rojas, 2018. "Gestión de la reputación online en el sector hotelero cubano," Revista Caribeña de Ciencias Sociales, Servicios Académicos Intercontinentales SL, issue 2018-01, January.
    • Handle: RePEc:erv:rccsrc:y:2018:i:2018-01:29
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