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

María Cristina Rodríguez Rangel, Marcelino Sánchez Rivero



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.

Palabras clave

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

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