La reputación online de los alojamientos rurales en Extremadura desde una óptica geoestadística

Abstract

<jats:p>Los continuos avances tecnológicos han supuesto ingentes progresos en las tecnologías de la información y de la comunicación como la interacción entre usuarios con la llegada de la Web 2.0. Dicho desarrollo ha transformado el sector turístico en numerosos aspectos como el origen de la reputación online o la nueva modalidad de gestión de los alojamientos turísticos. En dicho escenario la presente investigación aborda la reputación en línea que presentaban los alojamientos de turismo rural en Extremadura durante el año 2017, así como su influencia en la gestión. Tras el análisis llevado a cabo a través de la aplicación de técnicas de estadística espacial junto a otras de análisis de patrones espaciales, se ha detectado la eficiencia de la estadística espacial frente a otras técnicas, permitiendo descubrir destinos en los que se concentran elevados porcentajes de opiniones positivas, otros donde prima la presencia de mayores valores de opiniones negativas, así como la escasa gestión realizada por los responsables de los establecimientos ante sendas opiniones. Asimismo, se ha comprobado la notable influencia de la presencia de un rico patrimonio cultural a la hora de la elección del destino final, pues pese a existir opiniones negativas sobre un establecimiento y carecer éste de gestiones correctas, la demanda continúa seleccionándolo.</jats:p>

The “Eco-Effectiveness” of Agritourism Dynamics in Italy and Spain: A Tool for Evaluating Regional Sustainability

“…The quietest month is January, and many establishments close in the winter. Cultural heritage is also an important factor, as illustrated by the case of Extremadura [103]. Positively exploiting the natural heritage and the abundance of second homes (a factor that complements agritourism) can increase the number of arrivals and the nights spent in these rural areas.…”

An Analysis of Online Reputation Indicators by Means of Geostatistical Techniques—The Case of Rural Accommodation in Extremadura, Spain

“…Rural accommodation is included in this trend and its online reputation has been examined from various perspectives designed to improve the marketing strategies [71,72]. However, a geostatistical analysis is performed in very few cases [58]. As a result, although it is true that there are many studies on the online reputation of accommodation establishments, analyses in which the territory plays a key role such as geostatistical ones are not normally carried out.…”

“…The satisfactory management of these mentions may lead to a reduction in the number of negative comments on these aspects [37,38,53]. Despite this, some studies point out that the management of this reputation in rural accommodation establishments is very infrequent, owing to which this accumulation of negative mentions in certain districts may considerably reduce the reception of the number of tourists [58].…”

“…In this case, it is confirmed that the application of spatial statistical techniques has allowed the specifying of which places stand out for having a positive or negative online reputation for each of the aspects which have been featured in this study. At the same time, their effectiveness has been shown in the analysis of spatial patterns with regard to the use of other techniques such as the Kernel density interpolation method [58].…”

“…A hotspot is therefore formed when high values predominate or a cold spot in the case of a concentration of low values. The local indicator is very useful for identifying significant clusters by calculating the statistical probability [45,52,58,59]. In order to identify a hotspot the variable must reach a high value and at the same time be surrounded by high values.…”