Fonte: El Periplo Sustentable; Núm. 40 (2021): Número Cuarenta; 302 - 329
Palavras-chave:
Resumo: The impact of the use of Information and Communication Technologies (ICT) in the tourism sector and the use of the social network Facebook by tourists is growing each day. This has led to the fact that digital reputation is now an intangible asset of great value to the hotel sector. Digitization has transformed the decision-making process of tourists, the way they search for information, how they consider and evaluate lodging services, and how they make reservations or purchases online. This research presents how the hotel sector in Mexico is configured according to the Hotel Classification System (HCS) that allows the Tourism Secretariat (SECTUR) in Mexico to assign hotels a category represented by stars. It also presents the rating made by Facebook users on the Fanpage of the hotels registered in the HCS to establish the correlation between these evaluation mechanisms that represent reputation. On the other hand, from the proposal of Floreddu and Cabiddu (2016) a netnographic analysis of the digital communication strategy of the hotel sector in Mexico is made. The research confirms the importance of the digital reputation in the hotel sector and the lack of a communicative strategy in the management of the social network Facebook as it is used by most hotels just as another channel of external communication without prioritizing its social aspect.
