LAS TECNOLOGÍAS QUE IMPLANTAN LOS HOTELES Y LAS TECNOLOGÍAS QUE GUSTAN A LOS HUÉSPEDES

María Eugenia Ruiz Molina, Irene Gil Saura, Blanca Moliner Velázquez

Resumen


Los beneficios de las tecnologías de la información y de la comunicación para las empresas de servicios han sidoampliamente resaltados tanto desde la práctica profesional como desde el ámbito académico. Sin embargo, desde laliteratura se advierte acerca de la necesidad de evaluar la conveniencia de cada inversión, priorizando aquellas que resultenmás apropiadas. Por ello, centrándonos en el sector hotelero, el presente trabajo trata de analizar la relación entre el gradode utilización de distintas aplicaciones tecnológicas por parte de los hoteles y la respuesta del cliente en términos desatisfacción e intenciones conductuales (intención de recomendar el hotel por Internet y de volver a visitar elestablecimiento). Para lograr el objetivo propuesto se realiza un estudio cuantitativo a través de un cuestionario ahuéspedes de hoteles de 3, 4 y 5 estrellas en distintas ciudades españolas. Como resultado, se observa una contribuciónpositiva de ciertos tipos de aplicaciones tecnológicas a la satisfacción del cliente y sus intenciones conductuales hacia elmismo, si bien los resultados difieren en gran medida en función del grupo de edad considerado.ABSTRACT:The benefits of information and communication technologies for services companies have been widely highlighted by bothpractitioners and scholars. However, the literature warns of the need to evaluate the suitability of each investment, prioritizingthose that are most appropriate. Therefore, focusing on the hotel industry, this paper attempts to analyze the relationshipbetween the degree of use of different technological applications by hotels and the customer response in terms ofsatisfaction and behavioral intentions (intention to recommend the hotel Internet and to revisit the establishment). To achievethis objective a quantitative study is conducted through a questionnaire to 3-, 4- and 5-star hotel guests in several Spanishcities. As a result, there is a positive contribution of certain types of technology solutions to customer satisfaction andbehavioral intentions toward the hotel, although results differ greatly depending on the age group considered.

Palabras clave


tecnologías de la información y de la comunicación; hoteles; satisfacción; intención de comunicación boca en boca electrónico; intención de revisita

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Referencias


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DOI: https://doi.org/10.1234/RAT2011n11

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ISSN impresión: 1885-2564

ISSN electrónico: 2254-0644