Comunicación en el sector turístico. Puntuaciones y comentarios de usuarios como variables estratégicas

Diana Gavilán Bouzas; Gema Martínez-Navarro; Susana Fernández-Lores

doi:10.15178/va.2018.144.77-94

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Published: Sep 14, 2018

DOI: https://doi.org/10.15178/va.2018.144.77-94

Keywords:

Social influence, Ratings, Reviews, Decision process, Communication, Hospitality sector.

Diana Gavilán Bouzas

Complutense University of Madrid

Gema Martínez-Navarro

Complutense University of Madrid

Susana Fernández-Lores

ESIC Business & Marketing School

Abstract

Ratings and reviews made by users on tourist accommodation sites now represent a form of social informational influence that has a great impact on decision-making. This research focuses on analyzing what contents are relevant during the first stage of the decision process when searching for accommodation. Specifically, how users integrate information from other users and the interactions that occur between ratings and reviews. Data were obtained through a qualitative methodology based on focus groups with Millennials and Generation X. Results suggest that in contexts where there is an abundance of options, users adopt strategies that help them discriminate among them. Ratings are particularly important because they facilitate and simplify the process of pre-selection of alternatives. The interaction between the ratings and the number of reviews increase trustworthiness and moderates the decision.

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How to Cite

Gavilán Bouzas, Diana, Gema Martínez-Navarro, and Susana Fernández-Lores. 2018. “Communication in the Tourist Sector. Scores and Comments from Users As Strategic Variables”. Vivat Academia. Journal of Communication, no. 144 (September):77-94. https://doi.org/10.15178/va.2018.144.77-94.

Issue

Issue 144 - 15 September / 15 December 2018 - Year XXI

Section

Research Articles

The main author must deliver the letter of transfer of copyright, according to the model provided by Vivat Academia, Revista de comunicación, which declares the transfer of copyright to the journal and make explicit the rights of authors regarding the dissemination and use of the manuscript once published.

Creative Commons Attribution/Non Commercial 4.0 International

Author Biographies

Diana Gavilán Bouzas, Complutense University of Madrid

She has a degree in Advertising and Public Relations from the Complutense University of Madrid (UCM), a Master's Degree in Marketing from ESEM and a PhD in Economic and Business Sciences from the UCM where she teaches as a Prof. Contratado Doctor. His line of research is communication and behavior in technological spaces. Author of books and academic articles. He has developed research projects for different companies (IKEA, Tatum). Speaker in academic and professional forums, national (AEMARK, Future of Advertising,) and international (IAMB, EMAC).

Gema Martínez-Navarro, Complutense University of Madrid

She holds a PhD in Economic and Business Sciences, specializing in Communication, from the Complutense University of Madrid. She is currently an assistant professor in the Department of Marketing and Market Research of the university. She has worked as a consultant and market researcher for different brands. His research facet is linked to the area of communication and new technologies. He has published different articles and participated in national and international congresses. She is the author of the book "Fashion Marketing and Communication".

Susana Fernández-Lores, ESIC Business & Marketing School

Degree in Information Sciences from the Complutense University of Madrid (UCM), Master in Marketing Management from IE Business School and PhD in Economics and Business Administration from the UCM. With extensive professional experience in the field of communication, currently working as a consultant, researcher and university professor. Author of books and academic articles, speaker at academic and professional conferences and co-author of the Work Experiential Engagement model. His line of research is brand and new technologies.

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