Influencia de los medios de comunicación social en el posicionamiento de los hoteles categorizados, de la región Piura, 2021
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Date
2024
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Universidad Nacional de Trujillo
Abstract
Este estudio analiza la influencia de los medios de comunicación social en el
posicionamiento de hoteles categorizados en la región de Piura durante 2021. Utilizando una
metodología cuantitativa, se aplicaron encuestas a 167 huéspedes de diversos hoteles. Se
evaluó el uso de redes sociales por parte de los clientes y su percepción sobre la calidad del
contenido publicado, así como su impacto en la decisión de hospedarse. Los resultados
mostraron una correlación moderada positiva (r = 0.6, p < 0.01) entre el uso de redes sociales
y el posicionamiento percibido, destacando a Facebook como la plataforma más influyente
(β = 0.3, p < 0.01) y la calidad del contenido como el principal factor en la intención de
recomendación (r = 0.7, p < 0.01). El 75% de los encuestados indicó que las reseñas en
plataformas como TripAdvisor y Google fueron determinantes en su elección. Un análisis
de regresión múltiple reveló que el 65% de la variabilidad en el posicionamiento puede
explicarse por el uso de Facebook, Instagram y la calidad del contenido. Además, los hoteles
con mayor actividad en redes sociales y presencia digital en plataformas de agencias de viaje
en línea (OTAs) obtienen un mejor posicionamiento percibido. El estudio concluye que una
estrategia de marketing en redes sociales enfocada en la calidad del contenido y la
interacción con los clientes es fundamental para mejorar el posicionamiento de los hoteles
en Piura. Se recomienda a los hoteles gestionar activamente sus redes sociales, responder a
los comentarios de los clientes y fomentar el uso de plataformas de reseñas y OTAs para
optimizar su visibilidad y reputación.
This study analyzes the influence of social media on the positioning of categorized hotels in the Piura region during 2021. Using a quantitative methodology, surveys were applied to 167 hotel guests. The use of social media by customers and their perception of the quality of published content, as well as its impact on their decision to stay, were evaluated. The results showed a moderate positive correlation (r = 0.6, p < 0.01) between social media use and perceived positioning, with Facebook emerging as the most influential platform (β = 0.3, p < 0.01) and content quality as the main factor affecting the intention to recommend (r = 0.7, p < 0.01). Furthermore, 75% of respondents indicated that reviews on platforms such as TripAdvisor and Google were decisive in their choice. A multiple regression analysis revealed that 65% of the variance in positioning can be explained by the use of Facebook, Instagram, and content quality. Additionally, hotels with more social media activity and a stronger digital presence on online travel agency platforms (OTAs) achieve better perceived positioning. The study concludes that a social media marketing strategy focused on content quality and customer interaction is essential for improving the positioning of hotels in Piura. It is recommended that hotels actively manage their social media, respond to customer feedback, and promote the use of review platforms and OTAs to optimize their visibility and reputation.
This study analyzes the influence of social media on the positioning of categorized hotels in the Piura region during 2021. Using a quantitative methodology, surveys were applied to 167 hotel guests. The use of social media by customers and their perception of the quality of published content, as well as its impact on their decision to stay, were evaluated. The results showed a moderate positive correlation (r = 0.6, p < 0.01) between social media use and perceived positioning, with Facebook emerging as the most influential platform (β = 0.3, p < 0.01) and content quality as the main factor affecting the intention to recommend (r = 0.7, p < 0.01). Furthermore, 75% of respondents indicated that reviews on platforms such as TripAdvisor and Google were decisive in their choice. A multiple regression analysis revealed that 65% of the variance in positioning can be explained by the use of Facebook, Instagram, and content quality. Additionally, hotels with more social media activity and a stronger digital presence on online travel agency platforms (OTAs) achieve better perceived positioning. The study concludes that a social media marketing strategy focused on content quality and customer interaction is essential for improving the positioning of hotels in Piura. It is recommended that hotels actively manage their social media, respond to customer feedback, and promote the use of review platforms and OTAs to optimize their visibility and reputation.
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