Influencia De Las Motivaciones Hedónicas En El Valor Percibido De Las Web 2.0 De Alojamientos Turísticos

  1. Ruiz Mafé, Carla
  2. Tronch García de los Ríos, José
Journal:
Gran Tour

ISSN: 2172-8690

Year of publication: 2013

Issue: 7

Pages: 4-22

Type: Article

More publications in: Gran Tour

Abstract

Para las empresas del sector turismo que operan en los nuevos entornos virtuales 2.0, conocer los factores que contribuyen al incremento del valor percibido de sus si tios web es un elemento clave para incrementar su competitividad. El objetivo del presente trabajo es analizar la influencia de las motivaciones hedónicas de aventura, autoridad, búsqueda de ofertas y detección de tendencias en el valor hedónico de los sitios Web 2.0 que ofertan alojamiento turístico. El contraste de hipótesis se ha realizado a partir de una muestra de 372 individuos con experiencia como compradores de productos turísticos , utilizando modelos de ecuaciones estructurales. Los resultados del estudio empírico muestran una influencia directa y s ignificativa de las motivaciones de aventura, autoridad y detección de tendencias en el valor hedónico de las web 2.0 de alojamientos turísticos y ofrecen un conjunto de implicaciones relevantes para los gestores de las empresas turísticas.

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