GESTIÓN DEL COMPORTAMIENTO DEL CONSUMIDOR TURÍSTICO

Abstract

The business world has been impacted by online social media and this technology has had a significant impact on the tourism industry. This is because communication is a fundamental component of the services it offers, which are intangible. Users can now create and publish their own content through social networks, based on their previous experiences, instead of simply consuming tourist information. To manage social networks as a tourism marketing tool, DMOs or destination management organizations are required. It is necessary to analyse the information from the networks to improve and model tourism services as desired by users. If the information on the networks contains unfavourable opinions and is not managed properly, it could be very harmful because it could damage the image and reputation of destinations or tourist products. All these concepts have been contrasted based on the results of a survey carried out among 156 social network users.