The article “A social media analysis of the contribution of destinations to client satisfaction with hotels” published in the “International Journal of Hospitality Management” of the Elsevier editorial proves that up to 14% of the rating of a hotel on social media (taken as a proxy for client satisfaction) can be attributed to the destination in which the hotel is placed.
To what extent do the ratings of hotels in social media depend on the hotels themselves and to what extent do they depend on the destination of the hotel? That is, if we were able to place a hotel with the same characteristics and services at two different destinations, would both have the same rating or would they differ? By using multilevel regression analysis, we have quantified the extent to which differences in client satisfaction with hotels can be attributed to the destination in which the hotels are located. We have measured this through ratings provided through social media outlets. Data downloaded from TripAdvisor from a sample of 7173 hotels were used. After controlling for specific variables, an 11.38% of the variance could be attributed to the destination. Thus, both hotels and destination management organizations (DMOs) are involved in client satisfaction and must work jointly to secure it.
These are the main conclusions of the article entitled “A social media analysis of the contribution of destinations to client satisfaction with hotels” signed by the researchers of the University of Las Palmas de Gran Canaria Jacques Bulchand Gidumal, Santiago Melián González and Beatriz González López-Valcárcel and published in the December 2013 issue of the journal “International Journal of Hospitality Management” (impact index: 1.8) of Elsevier editorial.
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