Aim:

To develop a procedure for the calculation of a new online reputation index, associated with TripAdvisor user ratings, which helps create a hotel ranking, and improve strategic marketing guidelines.

Methods and techniques:

Analysis and synthesis, induction-deduction, and historical-logic. The second group of methods included expert opinion, survey, Spearman correlation coefficient, and Kendall Tau-b coefficient. SPSS, 22 was used for statistical data processing.

Main results:

The new procedure proposal is based on calculation of the online reputation index during the period studied, which overcomes previously existing limitations, and assigns a value to every hotel scoring received, according to hotel size. The methodological proposal makes the establishment of a hotel ranking possible, according to hotel typology, and also permits to enhance strategic marketing guidelines. Conclusions: The procedure meets the objectives set, implementing the integrated phases properly, which shows the capacity of responding to the characteristics needed in this scenario. The new ranking is regarded as valid, based on the analysis of statistical data. The findings of this study will permit to make decisions in order to improve strategic processes, and implement policies to optimize critical processes in the hotel sector.

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