La incidencia de los medios sociales en la gestión de la presencia online del sector hoteleroEl caso de Mallorca

  1. Marc Fuster Uget 1
  2. David Giner Sánchez 1
  3. Marco Antonio Celdrán Bernabéu 1
  4. Miquel Ángel Coll Ramis 2
  1. 1 Universidad de Alicante (España)
  2. 2 Universidad de les Illes Balears (España)
Aldizkaria:
Pasos: Revista de Turismo y Patrimonio Cultural

ISSN: 1695-7121

Argitalpen urtea: 2023

Alea: 21

Zenbakia: 3

Orrialdeak: 515-525

Mota: Artikulua

DOI: 10.25145/J.PASOS.2023.21.035 DIALNET GOOGLE SCHOLAR lock_openRIULL editor

Beste argitalpen batzuk: Pasos: Revista de Turismo y Patrimonio Cultural

Garapen Iraunkorreko Helburuak

Laburpena

The present research proposes a methodology to analyse the degree of incidence of social media in the management of the online presence of the hotel sector in Mallorca. To this end, the Social Media Maturity Index of the Tourism Offer (IMMSOT) has been designed, which allows the situation of tourism organisations in social media to be analysed on the basis of three dimensions associated with their social media marketing strategy: engagement, channels/tools and destination. The results obtained show that the hotel sector in Mallorca makes little use of this type of tool. Moreover, differences have been observed in their use depending on the category and geographical location of the hotel establishments.

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