Estudio del posicionamiento de hoteles enoturísticos mediante el operador de agregación de puntuaciones CARWA
DOI:
https://doi.org/10.57883/thij6(2)2016.30293Palavras-chave:
enoturismo, eWOM, hotéis, operador de agregação, reputação onlineResumo
O crescimento do número de turistas em Espanha, bem como um maior número de viagens mais curtas por ano, permitiu o desenvolvimento do turismo rural, cultural e gastronómico, que complementa a oferta predominante de destinos de sol e praia. De igual modo, o esforço conjunto das administrações públicas e das empresas privadas (adegas, hotéis e restaurantes) desenvolveu numerosas rotas turísticas para dar resposta ao interesse crescente dos consumidores por novas experiências. Neste contexto, o enoturismo está a ganhar força como estratégia de desenvolvimento destas regiões, para atrair turistas às adegas e para os acolher na crescente oferta hoteleira local. A quantidade de informação sobre o destino, as experiências e as opiniões que existem nas diferentes redes sociais online, consolidaram a internet como uma das fontes de informação mais importantes no processo de decisão de compra dos turistas. Este artigo tenta lançar mais alguma luz sobre a forma como a informação presente na internet pode influenciar o posicionamento online dos hotéis de enoturismo. Uma amostra de 30 estabelecimentos na plataforma social TripAdvisor foi seleccionada para fornecer provas empíricas da utilização do operador de agregação Credible and Reliable Weighted Averaging (CARWA), que integra a predisposição dos utilizadores para acreditar, a fiabilidade das classificações e o seu nível de optimismo.
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Direitos de Autor (c) 2016 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
