ANÁLISIS DE FACTORES QUE INCIDEN EN SERVICIOS DE OPERADORES TURÍSTICOS EN FACEBOOK

Abstract

The objective of this article is to analyze the importance and significance of factors that affect the purchase or not of tourist services on the social network Facebook. Eight factors have been identified: quality of content, promotions, speed of response, updating, quality of response, links, interaction, payments. For this purpose, the researchers took a sample of tourists in the city of Machala where a survey was carried out for convenience. In the data collection, an SPSS statistical program was used with the ANOVA and TURKEY analyses, which allow us to verify or not the hypotheses raised, resulting in important findings that establish with a 95% reliability level that five of the eight factors raised do have an influence at the time of buying tourist services with significance values higher than 0,05 in turn the factors and their level of importance vary highlighting the promotions as a crucial factor at the time of acquiring tourist services on Facebook. The importance of this finding lies in the fact that current tour operators that have a digital presence on Facebook, have the need to update themselves to new behaviors, technologies and factors that tourists use in order to buy or not a service online. The effective use of Facebook as a direct channel between the company and the tourist can be a competitive advantage in digital times.