Abstract

MAJO, JOAQUIM; MOYA, DAISSY  and  VALL-LLOSERA, LAURA. IMPACT OF SOCIAL NETWORKS ON HOTELS´ INCOMES IN COLOMBIA, ECUADOR AND PERU. Rev.fac.cienc.econ. [online]. 2018, vol.26, n.1, pp.147-162. ISSN 0121-6805.  https://doi.org/10.18359/rfce.3143.

The objective of this research is to analyze the influence of hotel ratings on social networks and how they affect hotel revenues. From 48 hotels´ monthly data (between August 2014 and July 2015) of Colombia, Ecuador and Peru, the following variables were analyzed: GRI (Global ReviewIndex), Offer, Demand, Sale, RevPAR (Revenue Per Available Room) and Location; by conglomerates analysis and a linear model. It was found that a better GRI favors a better ratio between sales and supply. Specifically, we observe that when the GRI increases by one unit, the RevPAR grows by 0.49%, keeping the rest of the variables constant. It is the first research conducted in South America to analyze the incidence of social networks on hotel revenues.

Keywords : Social networks; Online Reputation; Guest satisfaction; Tourism; RevPAR.

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