How hotel websites may discursively adjust to customer preferences using online criticism

  1. Francisca Suau-Jiménez 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

ISSN: 1139-7241

Año de publicación: 2019

Número: 38

Páginas: 203-226

Tipo: Artículo

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Otras publicaciones en: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE )

Resumen

Este artículo explora estrategias discursivas mediante las cuales los hoteles pueden mejorar el contenido de sus propias webs utilizando las críticas en línea, con objeto de tener en cuenta las preferencias del cliente. A partir de un corpus de géneros digitales del turismo (Suau-Jiménez, 2012, 2016), se ha aplicado una metodología doble, consistente en una aproximación netnográfica (Kozinet, 2010; Mkono, 2011, 2012), junto con un marco de análisis de discurso interpersonal (Hyland, 2008). Concretamente, se han analizado diacrónicamente cuatro webs hoteleras, junto con 200 reseñas negativas correspondientes, alojadas en TripAdvisor, para así identificar temas comunes tratados en ambos géneros. Se han extraído marcadores de actitud como centro de las críticas, así como realzadores en las webs hoteleras, que describen los mismos temas que las reseñas. Los resultados sugieren que los ajustes realizados en las webs hoteleras pueden introducir mejoras siguiendo determinadas estrategias de marketing y tratando de reflejar los temas criticados. Ello apunta a que los hoteles pueden ajustar la descripción de los servicios hoteleros en sus webs basándose en las críticas, al mismo tiempo que gestionan indirectamente la insatisfacción del cliente de un modo positivo y eficaz

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Fuente de los datos: Dialnet