Internet has become the main channel of sales and promotion for the hotel industry, having particular importance the opinions disseminated by the guest about their experiences through Internet, which requires special attention from hoteliers. This is a phenomenon of the so-called Web 2.0, which involves large amount of user generated content (UGC) and the extension of the traditional "word of mouth" through Internet (eWom). It has also resulted in large structured databases, like Booking and TripAdvisor, which allow researchers to develop specific sector studies in a rapid, inexpensive and convenient manner.When analyzing the Booking score system, we discovered some unexpected peculiarities, which were not considered in previous studies using this database. We deal with the controversial issue of TripAdvisor reliability using different approaches and methodologies .We conclude that there is no evidence of massive manipulation, but we found a number of cases of infringement of its rules, that makes us hesitate about the control systems implemented by this website.
Using a large sample of Spanish coast hotels and TripAdvisor andBooking databases, we conducted several investigations, including implementation level of social media and relation between the proper use of these tools and the scores obtained by hotels. Additionally, we studied scores evolution during the period 2011-2014, as well as relevant factors affecting it.Booking. 4.5.1. Metodología de selección de la muestra general___________________________ 63 4.5.2. Magnitudes principales de la muestra ___________________________________ 64 4.6. Conclusiones sobre las bases de datos de opiniones de hoteles _______ 67
FUNCIONAMIENTO DEL SISTEMA DE PUNTUACIONES DE BOOKING 705.1. La escala 2,5 -10 de Booking ____________________________________ 71
Efectos de la escala del sistema de puntuaciones deBooking _________ 75 5.2.1. Priceline __________________________________________________________ 75 5.2.2. Objetivos y Metodología ______________________________________________ 78 5.2.3. Muestra ___________________________________________________________ 80 5.2.4. Resultados de la comparación entre Booking y Priceline ____________________ 82 5.2.5. El caso del Hotel Pennsylvania ________________________________________ 88 5.2.6. Conclusiones ______________________________________________________ 91 6. EVOLUCIÓN DE LAS VALORACIONES DE LOS HOTELES ESPAÑOLES DE COSTA (2011-2014) ________________________________________ 95 6.1. Introducción y Metodología ______________________________________ 95 6.2. Resultados obtenidos ___________________________________________ 96 6.3. Conclusiones __________________________________________________ 99 7. FACTORES QUE INFLUYEN EN LA PUNTUACIÓN DE LOS HOTELES 102 7.1. Relación entre número de estrellas y puntuación del hotel ___________ 102 7.2. Relación entre el tamaño del hotel y su número de estrellas y empleados ________________________________________________________________ 104 7.3. Relación entre el tamaño de un hotel y el número d...