An Analysis of Online Reputation Indicators by Means of Geostatistical Techniques—The Case of Rural Accommodation in Extremadura, Spain

Abstract

The advances achieved in ICT in recent years have led to numerous changes in a multitude of sectors including tourism. The origin of a new communicative reality which allows interaction between users by means of various web portals should be emphasised. In this sense, online reputation arises, which corresponds to the recording of the opinions which the tourist expresses on the Internet of the various tourist destinations and accommodation. This reputation has a significant influence on the processes of planning and choice of the final destination, in such a way that the recording of a number of negative mentions can lead to a decrease in the number of tourists visiting a place. It is for this reason that this study aimed to determine the situation of the online reputation of rural accommodation establishments located in the Autonomous Region of Extremadura by means of an analysis of the opinions recorded by the rural tourist on various web portals of some of the services provided. To do so, we resorted to the application of spatial statistical techniques to determine which districts show an aggregation of high or low values of both positive and negative mentions. At the same time, the strengths and weaknesses of the online reputation of these accommodation establishments were detected.

Spatial Analysis of Sustainability Measures from Agritourism in Iberian Cross-Border Regions

“…According to the literature, the main advantages of this methodology derive from the identification of cluster mapping, which allows for the planning and implementation of sustainable development strategies in more extensive territories [46]. This methodology is adopted by several studies [41,45,46], a primary limitation of which concerns the fact that the results obtained should be related to the conceptualization of the neighborhood criterion, which must be adapted for each study area.…”

“…to create an indicator of the localization intensity of agritourism farms and explore their spatial distribution at the municipality level [44]; and • to determine the online reputations of rural accommodation establishments located in the Autonomous Region of Extremadura by means of an analysis of the opinions recorded by rural tourists on various web portals [45].…”

Zonificación turística de Cantabria a través del análisis de agrupamiento

“…A partir de estos cálculos ArcMap genera un árbol de expansión mínima que se puede dividir en dos grupos lo más homogéneos posibles entre ellos y diferenciados el uno del otro. Posteriormente, el que sea menos análogo y presente más diferencias podrá seguir dividiéndose, para así obtener un tercer grupo y así sucesivamente hasta llegar a un número de agrupaciones óptimas (Sánchez et al, 2017;Martín et al, 2020). La determinación del número de conglomerados adecuados es uno de los elementos críticos y de mayor complejidad, para ello se recurre al índice F-Statistic (Ruda, 2016).…”