Análisis del eWOM de los establecimientos hoteleros de lujo y primera categoría (cinco y cuatro estrellas) de los principales destinos del Ecuador: Quito, Guayaquil y Cuenca durante enero 2014 a junio 2015

Abstract

This paper aims to analyze the eWOM of luxury and first rank (category) hotels (five and four stars) of the main destination in Ecuador: Quito, Guayaquil and Cuenca between in January, 2014 and June, 2015. Inside this process, the comments posted in the web page Tripadvisor of the analyzed hotels (10 in each city) are classified taking into account four dimensions: esthetic, evasion, learning and entertainment, these dimensions are divided in elements and then each element is subdivided in variables. According to the opinions of Tripadvisor I analyze the most important aspects in order to identify the strengths and weaknesses in hotel industry in order to present strategies to the hotels that are involved in the research.