La orientación al mercado en el sector turístico con el uso de las herramientas de la web social, efectos en los resultados empresariales

  1. Alvarez Díaz, Yurlenis
Supervised by:
  1. Daniel Pérez González Director
  2. Pedro Solana González Director

Defence university: Universidad de Cantabria

Fecha de defensa: 30 May 2014

  1. Juan Gabriel Cegarra Navarro Chair
  2. Rocío Rocha Blanco Secretary
  3. Pedro Soto Acosta Committee member

Type: Thesis

Teseo: 364171 DIALNET lock_openUCrea editor


This thesis investigates from an integrative, multidisciplinary approach the level of implementation of the web and web 2.0 tools in the hotel subsector of Cantabria, identifying social networks acceptance behaviors. In particular we study through structural equations, the use of social networks as an antecedent to market orientation activities and their effects on firm performance. The investigation identified the companies under study have different levels of adoption of electronic commerce and in general, the benefits of Internet and Web 2.0 are not fully exploited, being empirically proven that perceived usefulness is an antecedent to the intention to use, and the the intention to use will determine the final use of social networks. Furthermore it is concluded that the use of customer-oriented social media, positive and significant influence on firm performance through market orientation.