<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2306-9155</journal-id>
<journal-title><![CDATA[Retos de la Dirección]]></journal-title>
<abbrev-journal-title><![CDATA[Rev retos]]></abbrev-journal-title>
<issn>2306-9155</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudios de Dirección Empresarial Territorial de la Universidad de Camagüey Ignacio Agramonte Loynaz]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2306-91552021000100222</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Propuesta de un nuevo índice para la gestión de la reputación online de hoteles]]></article-title>
<article-title xml:lang="en"><![CDATA[New Index Proposal for Hotel Online Reputation Management]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramos Pozo]]></surname>
<given-names><![CDATA[Yadira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pérez Alonso]]></surname>
<given-names><![CDATA[Alain]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Duffus Miranda]]></surname>
<given-names><![CDATA[Dayana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Central Marta Abreu de Las Villas Facultad de Ciencias Económicas ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Cuba</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Técnica Federico Santa María Departamento de Electrónica e Informática ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2021</year>
</pub-date>
<volume>15</volume>
<numero>1</numero>
<fpage>222</fpage>
<lpage>244</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2306-91552021000100222&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2306-91552021000100222&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2306-91552021000100222&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN  Objetivo:  Desarrollar un procedimiento para el cálculo de un nuevo índice de reputación online asociado a las puntuaciones de los usuarios en TripAdvisor, que permita la confección del ranking de hoteles así como la mejora de las directrices estratégicas de la comercialización.  Métodos y técnicas:  Análisis-síntesis, inducción-deducción y el histórico lógico; además del criterio de expertos, la encuesta, el coeficiente de correlación de Spearman y el coeficiente Tau-b de Kendall. Para el procesamiento de los datos se utilizó el software estadístico SPSS vs- 22.  Principales resultados:  El procedimiento propone calcular un nuevo Índice de reputación online del período, que supera las limitaciones existentes y asigna valor a cada puntuación recibida por un hotel, tomando en consideración su tamaño. La propuesta metodológica permite comprobar que es posible la confección del ranking de hoteles según su tipología y perfeccionar las directrices estratégicas de la comercialización.  Conclusiones:  El procedimiento cumple con los objetivos propuestos, implementa de forma adecuada las fases que lo componen y tiene la capacidad de responder a las características necesarias para el contexto. El nuevo ranking es considerado válido según los datos estadísticos alcanzados. Los resultados obtenidos permitirán tomar decisiones en función de mejorar los procesos estratégicos y desarrollar políticas para perfeccionar procesos claves de la empresa hotelera.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT  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.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[hoteles]]></kwd>
<kwd lng="es"><![CDATA[índice]]></kwd>
<kwd lng="es"><![CDATA[ranking]]></kwd>
<kwd lng="es"><![CDATA[reputación online]]></kwd>
<kwd lng="en"><![CDATA[hotels]]></kwd>
<kwd lng="en"><![CDATA[index]]></kwd>
<kwd lng="en"><![CDATA[ranking]]></kwd>
<kwd lng="en"><![CDATA[online reputation]]></kwd>
</kwd-group>
</article-meta>
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