How hotel websites may discursively adjust to customer preferences using online criticism

• Francisca Suau-Jiménez ^[1]
  1. [1] Universitat de València

     Universitat de València

     Valencia, España

     
• Localización: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE ), ISSN-e 2340-2784, ISSN 1139-7241, Nº. 38, 2019, págs. 203-226
• Idioma: inglés
• Títulos paralelos:
  • Cómo pueden los hoteles ajustar discursivamente sus webs según las preferencias del cliente a partir de las críticas en línea
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    Este artículo explora estrategias discursivas mediante las cuales los hoteles pueden mejorar el contenido de sus propias webs utilizando las críticas en línea, con objeto de tener en cuenta las preferencias del cliente. A partir de un corpus de géneros digitales del turismo (Suau-Jiménez, 2012, 2016), se ha aplicado una metodología doble, consistente en una aproximación netnográfica (Kozinet, 2010; Mkono, 2011, 2012), junto con un marco de análisis de discurso interpersonal (Hyland, 2008). Concretamente, se han analizado diacrónicamente cuatro webs hoteleras, junto con 200 reseñas negativas correspondientes, alojadas en TripAdvisor, para así identificar temas comunes tratados en ambos géneros. Se han extraído marcadores de actitud como centro de las críticas, así como realzadores en las webs hoteleras, que describen los mismos temas que las reseñas. Los resultados sugieren que los ajustes realizados en las webs hoteleras pueden introducir mejoras siguiendo determinadas estrategias de marketing y tratando de reflejar los temas criticados. Ello apunta a que los hoteles pueden ajustar la descripción de los servicios hoteleros en sus webs basándose en las críticas, al mismo tiempo que gestionan indirectamente la insatisfacción del cliente de un modo positivo y eficaz

  • English

    This paper explores discursive ways in which hotels may improve their own websites using online criticism to adjust to customer preferences. To this end, a combined method was used, consisting of a netnographic approach (Kozinet, 2010; Mkono, 2011, 2012) together with an interpersonal discourse framework (Hyland, 2008) applied to e-tourism genres (Suau-Jiménez, 2012, 2016). Four hotel websites, together with 200 corresponding negative reviews from TripAdvisor, were diachronically analyzed to identify common topics.

    Attitudinals were sought, being the core markers of online critiques, as well as boosters, acting as enhancing markers in hotel websites and paralleling criticized topics. Results suggest that hotel website adjustments may use enhancements following particular marketing strategies and referring to certain areas complained about in online reviews. This implies that the discursive adjustment of hotel websites using enhancers is a means for hoteliers to improve the website description of hotel services, as well as to indirectly manage customer dissatisfaction in a positive and effective manner

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