Impact of social networks on hotels´ incomes in Colombia, Ecuador and Peru
Abstract
The objective of this research is to analyze the influence of hotel ratings on social networks and how they affect hotel revenues. From 48 hotels´ monthly data (between August 2014 and July 2015) of Colombia, Ecuador and Peru, the following variables were analyzed: GRI (Global Review Index), Offer, Demand, Sale, RevPAR (Revenue Per Available Room) and Location; by conglomerates analysis and a linear model. It was found that a better GRI favors a better ratio between sales and supply. Specifically, we observe that when the GRI increases by one unit, the RevPAR grows by 0.49%, keeping the rest of the variables constant. It is the first research conducted in South America to analyze the incidence of social networks on hotel revenues.Downloads
References
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