Relación entre los beneficios y la obtención de engagement de los usuarios en la comunicación de las redes sociales del sector hotelero

Miguel Ángel Sánchez Jiménez, María Teresa Fernández Allés, Juan José Mier-Terán Franco


Con el creciente poder de los consumidores online y la mayor penetración de internet en todo el mundo, las comunidades online de marcas han formado una importante plataforma de comunicación entre las empresas y los consumidores. Estos medios sociales han ofrecido al consumidor la oportunidad de compartir opiniones, recomendaciones y experiencias a través de comentarios, imágenes o videos con otros usuarios, que pueden ser leídos y comentados entre ellos. De esta manera, en esta investigación se pretende analizar si los beneficios percibidos están relacionados con la obtención de compromiso o engagement por parte de los usuarios en las redes sociales de los hoteles. Para ello se ha realizado un análisis cuantitativo mediante un cuestionario dirigido a los seguidores de las redes sociales de hoteles o cadena de hoteles. Así, se han propuesto 4 hipótesis para analizar si los 4 beneficios identificados (beneficio funcional, socio-psicológico, hedónico y monetario) están directamente relacionados con las 4 variables identificadas del engagement (participación del usuario, confianza, compromiso afectivo y lealtad) pudiendo contrastar así si los beneficios percibidos por los usuarios en dichas redes sociales provocado un aumento en las 4 variables del engagement. Los resultados especifican una vinculación positiva de los beneficios sociopsicológicos y hedónicos percibidos por el usuario con un mayor engagement, sin embargo, hay más discrepancia en los beneficios funcionales y, sobre todo, destacar la escasa trascendencia del beneficio monetario para conseguir un mayor compromiso con los usuarios.

Palabras clave

redes sociales; comunicación; sector hotelero; usuarios; beneficios; engagement; cuestionario

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