Redes sociales y la influencia en la decisión del destino turístico

Autores/as

DOI:

https://doi.org/10.7764/cdi.57.65499

Palabras clave:

afectación social; atención; calificaciones; observaciones; susceptibilidad; turismo.

Resumen

El modelo de negocios de los sitios turísticos ha evolucionado y las herramientas de tecnologías de la información y de las comunicaciones se han convertido en piedra angular para el actual modelo, en donde convergen empresas y usuarios o turistas. En este escenario, la web juega un rol trascendente: a través de ella, observaciones y calificaciones que hagan terceros se convierten en un elemento que genera un grado de influencia tal que afecta la decisión de usuarios de los sitios turísticos. El propósito de este estudio es determinar precisamente el grado de impacto de las variables independientes –número de observaciones y calificaciones por terceros– sobre elementos o variables dependientes, como la atención que suscita el sitio, la información y la probabilidad de reserva, todo ello mediado por el concepto de susceptibilidad o afectación de la percepción sobre la influencia de terceros. El proceso metodológico implementado incluye un muestreo exploratorio inicial para determinar y validar los niveles de las variables independientes y el diseño de las ofertas turísticas, sumado a un muestreo por conveniencia y al uso de un modelo factorial de diseño de experimentos. Se concluye que el volumen de las observaciones emitidas por terceros, así como las calificaciones que el sitio refleje, constituye un factor preponderante al momento de optar por un sitio turístico, y que el rol de la susceptibilidad afecta directamente a las necesidades del usuario en cuanto a los requerimientos de información, la atención, e influye en la probabilidad de reserva del sitio turístico.

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Biografía del autor/a

Omar Millán, Universidad de Investigación y Desarrollo UDI, Bucaramanga, Colombia

Omar Millán Delgado, ingeniero industrial, especialista en sistemas integrados de gestión. Cuenta con una maestría en Administración de empresas y un doctorado en Planificación estratégica y dirección de tecnología. Es docente universitario con más de 20 años de experiencia en disciplinas de la administración e ingeniería. Posee experiencia laboral en sistemas de gestión y en consultoría empresarial y en coordinación en procesos de acreditación de programas de pregrado y posgrado. Sus áreas de investigación son analítica de datos e innovación empresarial.

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Publicado

2024-01-18

Cómo citar

Millán, O. (2024). Redes sociales y la influencia en la decisión del destino turístico. Cuadernos.Info, (57), 315–337. https://doi.org/10.7764/cdi.57.65499