Análisis cualitativo de la imagen turística online de Zafra (España) a través de los comentarios en Tripadvisor

María Cristina Rodríguez Rangel; Marcelino Sánchez Rivero

doi:10.14198/INTURI2021.21.7

Autores/as

María Cristina Rodríguez Rangel Universidad de Extremadura, España https://orcid.org/0000-0002-3526-5039
Marcelino Sánchez Rivero Universidad de Extremadura, España https://orcid.org/0000-0003-3988-6278

DOI:

https://doi.org/10.14198/INTURI2021.21.7

Palabras clave:

análisis de contenido, imagen online, reputación online, Tripadvisor, NVIVO

Resumen

Los comentarios online realizados por turistas en diferentes plataformas se están convirtiendo en una valiosa fuente de información que permite a los destinos mejorar su posición competitiva mediante un análisis eficiente de dicha información. En el presente trabajo se realiza una aplicación de la técnica de análisis de contenido para el caso concreto de la ciudad de Zafra, Extremadura, utilizando para ello el contenido generado por los visitantes al destino en la plataforma de viajes Tripadvisor, mediante la asistencia del software NVIVO Pro 11. Los resultados obtenidos nos permiten conocer cuáles son los atractivos más comentados, las actividades mejor valoradas o los principales puntos de mejora. Dicho de otra forma, permiten conocer cuál es la imagen online percibida del destino.

Financiación

Proyecto IB-18015, Análisis de factores críticos para el desarrollo turístico de Extremadura. Financiado por, Fondo Europeo de Desarrollo Regional y Junta de Extremadura

Citas

Alcañiz, E. I., García, I., & Blas, S. (2009). The functional-psychological continuum in the cognitive image of a destination: A confirmatory analysis. Tourism Management, 30, 715–723.

Anand, P., M. B. Holbrook, and D. Stephens (1988). The Formation of Affective Judgments: The Cognitive-Affective Model versus the Independence Hypothesis. Journal of Consumer Research,. 15, 386-391.

Andreu, L., Bigné, J. E., & Cooper, C. (2000). Projected and perceived image of Spain as a tourist destination for British travellers. Journal of Travel & Tourism Marketing, 9 (4), 47 67.

Ayeh, J. K., Au, N., & Law, R. (2013). Do we believe in TripAdvisor? Examining credibility perceptions and online travelers’ attitude toward using user-generated content. Journal of Travel Research, 52 (4), 437-452.

Baloglu, S. & Mangaloglu, M. (2001): Tourism Destinations Images of Turkey, Egypt, Greece, and Italy as Perceived by US–Based Tour Operators and Travel Agents. Tourism Management, 22(1), 1-9.

Baloglu, S. & McCleary, K. W. (1999).US International Pleasure Travelers´ Images of Four Mediterranean Destinations: A Comparison of Visitors and Nonvisitors. Journal of Travel Research, 38(2), 144-152.

Baloglu, S. (1999). A path analytic model of visitation intention involving information sources, socio-psychological motivations, and destination image. Journal of Travel and Tourism Marketing, 8(3), 81–91.

Baloglu, S. y Brinberg, D. (1997). Affective Images of Tourism Destinations. Journal of Travel Research, 35(4), 11-15.

Beerli, A. & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism Research, 31(3), 657-681.

Bickart, B., & Schindler, RM. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31-40.

Buhalis, D., & Law, R. (2008). Progress in information technology and tourism management: 20 years on and 10 years after the Internet the state of eTourism research. Tourism Management, 29(4), 609–623.

Burgess, J. A. (1978). Image and Identity. Occasional Papers in Geography, No. 23, University of Hull Publications.

Camprubí, R., Guia, J., & Comas, J. (2013). The new role of tourists in destination image formation. Current Issues in Tourism, 16(2), 203 209.

Chen, J. S., & Uysal, M. (2002). Market positioning analysis: A hybrid approach. Annals of Tourism Research, 29(4), 987–1003.

Chen, P.,& Kerstetter, D. (1999). International Students’ Image of Rural Pennsylvania as a Travel Destination. Journal of Travel Research, 37, 256–266.

Choi, S., Lehto, X. Y., & Morrison, A. M. (2007). Destination image representation on the web: Content analysis of Macau travel related websites. Tourism management, 28(1), 118-129.

Dellarocas, C. (2003). The Digitization of Word-of-Mouth: Promise and Challenge of Online Feedback Mechanisms. Management Science, 49, 1407-1424.

Echtner, C. M., & Ritchie, J. R. (1993). The measurement of destination image: An empirical assessment. Journal of Travel Research, 31, 3–13.

Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57.

Fotis, John; Buhalis, Dimitrios; Rossides, Nicos (2012). Social media use and impact during the holiday travel planning process. In: Fuchs, M.; Ricci, F.; Cantoni, L. Information and communication technologies in tourism, Vienna, Austria: Springer-Verlag,. 13-24.

Gallarza, M. G., Saura, I. G., & Calderón García, H. (2002). Destination Image: Towards a conceptual framework. Annals of Tourism Research, 29(1), 56–78.

Gartner, W. C. (1993). Image Formation Process. Journal of Travel & Tourism Marketing, 2(2/3), 191-215.

Goodall, B. (1991). Understanding Holiday Choice. In: Progress in Tourism, Recreation and Hospitality Management (Ed) Cooper. Belhaven, London, 58-77.

Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler. (2004). Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52.

Holbrook, M. B. (1978) Beyond Attitude Structure: Toward the Informational Determinants of Attitude. Journal of Marketing Research, 15, 545-556.

Howard, J. A., & J. N. Sheth (1969). The Theory of Buyer Behavior. New York: John Wiley & Sons.

Hunt, J. (1975). Image as a Factor in Tourism Development. Journal of Travel Research, 13(3), 1–17.

Kim, H., & Richardson, S. L. (2003). Motion picture impacts on destination images. Annals of Tourism Research, 30(1), 216–237.

Leung, Daniel; Law, Row; Van-Hoof, Hubher; Buhalis, Dimitrios (2013). Social media in tourism and hospitality: A literature review. Journal of travel & Tourism Marketing, 30(1), 3-22.

Li, Y. R., Lin, Y. C., Tsai, P. H., & Wang, Y. Y. (2015). Traveller-generated contents for destination image formation: Mainland China travellers to Taiwan as a case study. Journal of Travel & Tourism Marketing, 32(5), 518-533.

Litvin, Stephen W.; Goldsmith, Ronald E.; Pan, Bing (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458-468.

Lynch, K. (1960). The Image of the City. Cambridge MA: Massachusetts Institute of Technology.

Mansfeld, Y. (1992). From motivation to actual travel. Annals of Tourism Research, 19, 399-419.

Marine-Roig, E. & Ferrer-Rosell, B. (2018). Measuring the gap between projected and perceived destination images of Catalonia using compositional analysis. Tourism Management, 68, 236 249.

Marine-Roig, E. (2011). The image and identity of the Catalan coast as a tourist destination in twentieth-century tourist guidebooks. Journal of Tourism and Cultural Change, 9(2), 118 139.

Marine-Roig, E., & Anton Clavé, S. (2017). Imagen de un destino a partir de reseñas de turistas en buscadores de Internet. International Journal of Information Systems and Tourism, 2(2), 41 52.

Martínez-Ruiz, M. P., Llodrá-Riera, I., & Jiménez-Zarco, A. I. (2018). Social media as information sources and their influence on the destination image: Opportunities for sustainability perception. In D. Batabyal (Ed.), Managing Sustainable Tourism Resources (pp. 265 283). Hershey, Pennsylvania: IGI Global.

Moutinho, L. (1987). Consumer behaviour in tourism. European Journal of Marketing, 21(10), 5-44.

Murphy, L., Moscardo, G., & Benckendorff, P. (2007). Using brand personality to differentiate regional tourism destinations. Journal of Travel Research, 46(1), 5-14.

Murphy, P., Pritchard, M. P., & Smith, B. (2000). The destination product and its impact on traveller perceptions. Tourism Management, 21(1), 43–52.

O'Connor, P. (2010). Managing a hotel's image on TripAdvisor. Journal of Hospitality Marketing and Management, 19(7), 754–772.

Park, D., J. Lee, and I. Han. (2007). The Effect of On-line Consumer Reviews on Consumer Purchase Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-48.

Pike, S. (2002). Destination Image Analysis—A Review of 142 Papers from 1973-2000. Tourism Management, 23(5), 541-549.

Pike, S., & Ryan, C. (2004). Destination positioning analysis through a comparison of cognitive, affective, and conative perceptions. Journal of Travel Research, 42(4), 333–342.

Reibstein, D. J., C. H. Lovelock, and R. P. Dobson (1980). The Direction of Causality Between Perceptions, Affect, and Behavior: An Application to Travel Behavior. Journal of Consumer Research, 6, 370-376.

Russel, J. A., and G. Pratt (1980). A Description of Affective Quality Attributed to Environment. Journal of Personality and Social Psychology, 38, 311-322.

Selby, M., & Morgan, N. J. (1996). Reconstruing place image: A case study of its role in destination market research. Tourism Management, 17, 287–294.

Senecal, S., & Nantel, J. (2004). The Influence of Online Product Recommendations on Consumers’ Online Choices. Journal of Retailing, 80(2), 159-69.

Sigala, M., Christou, E. & Gretzel., U. (2012). Social Media in Travel, Tourism and Hospitality: Theory, Practice and Cases. Surrey, UK: Ashgate.

Smith, D., Menon, S. & Sivakumar, K. (2005). Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets. Journal of Interactive Marketing, 19(3), 15-37.

Stern, E., and S. Krakover (1993). The Formation of a Composite Urban Image. Geographical Analysis, 25(2), 130-146.

Xiang, Z., & Gretzel, U. (2010). Role of social media in online travel information search. Tourism Management, 31(2), 179-188.

Zeng, B., & Gerritsen, R. (2014). What do we know about social media in tourism? A review. Tourism Management Perspectives, 10, 27–36.