“…In the early 70s, the big hotel chains began to use computerized reservations systems or crs in order to manage their inventory of vacant rooms (Martínez, Majó, & Casadesús, 2006). Currently, the majority of hotel reservations are made by electronic means that facilitate marketing strategies and sales opportunities (Schegg, Stangl, Fux, & Inversini, 2013). Nowadays, guests are more informed about their destination due to the fact that they search for information online and therefore they create a previous image that will allow them to manage the reservations (Li, Pan, Zhang, & Smith, 2009).…”