Keys for tourist loyalty. An analysis from hotel marketing: Case study of Spanish hotel chains

According to the latest research conducted social networks (and the good positioning in them, at the level of digital marketing) is one of the most important factors to achieve hotel loyalty. According to this assumption, a hotel organization must exploit emerging technologies and social networks to achieve an important market share. In the work that we present here, the growing role of social networks is analyzed, trying to provide a vision from the practice. From this scenario, will try to measure the online reputation of the large Spanish hotel chains.