La World Wide Web y el turismo: los mejores partners

• Francisco Rejón-Guardia ^[1] ; Francina María Orfila-Síntes ^[3] ; Birgit Pikkemaat ^[2]
  1. [1] Universidad de Málaga

     Universidad de Málaga

     Málaga, España

     
  2. [2] University of Innsbruck

     University of Innsbruck

     Innsbruck, Austria

     
  3. [3] Universitat de les Iles Balears

  Mostrar afiliaciones +
• Localización: Papeles de economía española, ISSN 0210-9107, Nº 185, 2025 (Ejemplar dedicado a: Desafíos y oportunidades del sector turístico español), págs. 34-47
• Idioma: español
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    En este artículo se analiza cómo Internet y la World Wide Web han impulsado una transformación radical en el sector turístico, destacando la digitalización como fenómeno equiparable a la liberalización del transporte aéreo. Se explora cómo las plataformas digitales, los metabuscadores, la economía colaborativa y el eWOM (boca a oído electrónico) han redefinido tanto la oferta turística como la experiencia del consumidor. Asimismo, se abordan los desafíos derivados de la concentración en plataformas dominantes y se identifican oportunidades para startups españolas que están innovando en modelos de negocio digital, contribuyendo a una mayor transparencia, competitividad y personalización en el mercado turístico.

  • English

    This article examines how Internet and the World Wide Web have driven a radical transformation in the tourism sector, highlighting digitalisation as a phenomenon comparable to the liberalisation of air transport. It explores how digital platforms, metasearch engines, the sharing economy, and eWOM have redefined the tourism supply and the consumer experience. Additionally, the article addresses the challenges posed by the concentration of dominant platforms and identifies opportunities for Spanish startups innovating in digital business models, contributing to greater transparency, competitiveness, and personalisation in the tourism market.

• Referencias bibliográficas
  • Ahn, J.J, Choi, E.-K. (Cindy), y Joung, H.-W. (2022). Promoting hotel upselling: The effect of message appeal and delivery setting on consumer...
  • Alvares, D. F., y Soares, J. C. (2021). Innovation in tourism and startups in Brazil, Spain and Portugal. Smart Tourism, 2(2). https://doi.org/10.54517/st.v2i2.1703
  • Amin, M., Ryu, K., Cobanoglu, C., y Nizam, A. (2021).Determinants ofonline hotel booking intentions: Website quality, social presence, affective...
  • Anaya-Sánchez, R., Rejón-Guardia, F., y Molinillo, S. (2024).Impact of virtual reality experiences on destination image and visit intentions:...
  • Andreu, R., Claver, E., y Quer, D. (2010). Entry of Spanish tourism firms into new businesses. International Journal of Contemporary Hospitality...
  • Baek, T. H., Kim, H. J., y Kim, J. (2025). AI-generated recommendations: Roles of language style, perceived AI human-likeness, and recommendation...
  • Belk, R. (2014). You are what you can access: Sharing and collaborative consumption online. Journal of Business Research,67(8), 1595–1600....
  • Boffa, F., y Succurro, M. (2012). The impact of search cost reduction on seasonality. Annals of Tourism Research, 39(2), 1176-1198.
  • Buhalis, D., Leung, D., y Lin, M. (2023). Metaverse as a disruptive technology revolutionising tourism management and marketing. Tourism Management,...
  • Cabify. (2025). En Wikipedia. Recuperado el 11 de marzo de 2025.
  • Calveras, A., y Orfila-Sintes, F. (2019). Intermediation in hospitality and transaction cost theory: Evidence from the Balearic Islands, 2001–2010....
  • Cezar, A., y Ögüt, H. (2016). Analyzing conversion rates in online hotel booking: The role of customer reviews, recommendations and rank order...
  • CIO. (2025). Glovo apuesta por una experiencia fluida y eficiente para el usuario gracias a la tecnología. CIO. https://www.cio.com/article/3801359/glovo-apuesta-por-una-experiencia-fluida-y-eficiente-para-el-usuario-gracias-a-la-tecnologia.html
  • Christensen, J., Hansen, J. M., y Wilson, P. (2024).Understanding the role and impact of Generative Artificial Intelligence (AI) hallucination...
  • Decrop, A., Del Chiappa, G., Mallargé, J., y Zidda, P. (2018).Couchsurfing has made me a better person and the world a better place: The transformative...
  • Deng, Z., Benckendorff, P. y Wang, J. (2022). From interaction to relationship: Rethinking parasocial phenomena in travel live streaming....
  • Dogru, T., Line, N., Mody, M., Hanks, L., Abbott, J., Acikgoz, F., Assaf, A., Bakir, S., Berbekova, A., Bilgihan, A., Dalton, A., Erkmen,...
  • Duval, D. T. (2012). Critical Issues in Air Transport and Tourism. Tourism Geographies, 15(3), 494–510. https://doi.org/10.1080/14616688.2012.675581
  • Fan, X., Jiang, X., y Deng, N. (2022). Immersive technology: A meta-analysis of augmented/virtual reality applications and their impact on...
  • Femenia-Serra, F., Gretzel, U., y Alzua-Sorzabal, A. (2022). Instagram travelinfluencersin #quarantine: Communicative practices and roles...
  • Figini, P., Leoni, V., y Vici, L. (2024). And suddenly, the rain! When surprises shape experienced utility. Journal of Economic Behavior &...
  • Fui-Hoon Nah, F., Zheng, R., Cai, J., Siau, K. ,y Chen, L. (2023).Generative AI and ChatGPT: Applications, challenges, and AI-human collaboration....
  • FUNCAS. (2016). Transformación digital en los medios de pago. Papeles de Economía Española, 149. Funcas. https://www.funcas.es/revista/transformacion-digital-en-los-medios-de-pago-julio-2016/
  • GERENTES. (2025). Glovo: Tecnología para una experiencia eficiente. Dir≥ | Directivos y Gerentes. https://directivosygerentes.es/marketing/glovo-tecnologia-experiencia-eficiente
  • González-Rodríguez, M. R., Martínez-Torres, R., y Toral, S. (2016). Post-visit and pre-visit tourist destination image through eWOM sentiment...
  • Hardt, D., y Glückstad, F. K. (2024). A social media analysis of travel preferences and attitudes, before and during Covid-19. Tourism Management,...
  • Ho, C.-I., Lin, M.-H., y Chen, H.-M. (2012). Web users’ behavioural patterns of tourism information search: Fromonlineto offline. Tourism...
  • Huang, Y., Qian, L., y Tu, H. (2025). When social media exposure backfires on travel: The role of social media–induced travel anxiety. Tourism...
  • Huang, Z. J. , Lin, M. S., y Chen, J. (2024). Tourism experiences co-created on social media. Tourism Management, 105, 104940. https://doi.org/10.1016/j.tourman.2024.104940
  • Hwang, Y., Shin, S., y Kim, T. (2024). The Emergence of Virtual Experiences in the Sharing Economy. Journal of Hospitality & Tourism Research,...
  • Kim, J., y Fesenmaier, D. R. (2017). Sharing Tourism Experiences: The Posttrip Experience. Journal of Travel Research, 56(1), 28–40. https://doi.org/10.1177/0047287515620491
  • Kim, J. H., Kim, J., Park, J., Kim, C., Jhang, J., y King, B. (2025). When ChatGPT Gives Incorrect Answers: The Impact of Inaccurate Information...
  • Leoni, V. (2020). Stars vs lemons. Survival analysis of peer-to peer marketplaces: The case of Airbnb. Tourism Management, 79, 104091. https://doi.org/10.1016/j.tourman.2020.104091
  • Li, H., Kim, Y., y Srinivasan, K. (2022). Market Shifts in the Sharing Economy: The Impact of Airbnb on Housing Rentals. Management Science,...
  • Li, H., Liu, H., Hailey Shin, H., y Ji, H. (2024). Impacts of user-generated images in online reviews on customer engagement: A panel data...
  • Lopes, A. I., Dens, N., De Pelsmacker, P., y Malthouse, E. C. (2023). Managerial response strategies to eWOM: A framework and research agenda...
  • Martin-Fuentes, E., y Mellinas, J. P. (2018). Hotels that most rely on Booking.com – online travel agencies (OTAs) and hotel distribution...
  • Mellinas, J. P., y Leoni, V. (2024). Beyond words: Unveiling the implications of blank reviews in online rating systems. Information Technology...
  • Mellinas, J. P., Martínez María-Dolores, S.-M., y Bernal García, J. J. (2015). Booking.com: The unexpected scoring system. Tourism Management,...
  • Meng, L.M., Bie, Y., Yang, M., y Wang, Y. (2025). The effect of human versus virtual influencers: The roles of destination types and self-referencing...
  • Minube (2016).Dossier de Prensa 2016 [Dossier de Prensa]. Minube. https://1.images.mnstatic.com/press/Dossier_Prensa_2016_minube.pdf
  • Molz, J. G. (2012). CouchSurfing and network hospitality: ‘It’s not just about the furniture’. Hospitality & Society,1(3), 215–225. https://doi.org/10.1386/hosp.1.3.215_2
  • Moreno-Izquierdo, L., Ramón-Rodríguez, A., y Such-Devesa, M. J. (2018). The challenge of long-term tourism competitiveness in the age of innovation:...
  • Mulet, J. (2021). La Empresa Innovadora Española. Papeles de Economía Española, 169, 74-90. https://www.funcas.es/wp-content/uploads/2021/09/PEE-169_5.pdf
  • Nieuwland, S., y Van Melik, R. (2020). Regulating Airbnb: How cities deal with perceived negative externalities of short-term rentals. Current...
  • Omran, W., Ramos, R. F., y Casais, B. (2023). Virtual reality and augmented reality applications and their effect on tourist engagement: A...
  • Orfila-Sintes, F., Méndez-Durón, R., Rejón-Guardia, F., y Martín-Sintes, I. (2021). Viabilitat del turisme creatiu a Menorca. Revista de Menorca,...
  • Paulauskaite, D., Powell, R., Coca-Stefaniak, J. A., y Morrison, A. M. (2017). Living like a local: Authentic tourism experiences and the...
  • Payne, W. B. (2024). Review bombing the platformed city: Contested political speech in online local reviews. Big Data & Society, 11(3),...
  • Perelygina, M., Kucukusta, D., y Law, R. (2022). Digital business model configurations in the travel industry. Tourism Management, 88, 104408....
  • Prayag, G., y Ozanne, L. K. (2018). A systematic review of peer-to-peer (P2P) accommodation sharing research from 2010 to 2016: Progress and...
  • Rodriguez-Sanchez, I., Williams, A. M., y Brotons, M. (2019).The innovation journey of new-to-tourism entrepreneurs. Current Issues in Tourism,...
  • Seetanah, B., Sannassee, R. V., Teeroovengadum, V., y Nunkoo, R. (2019). Air access liberalization, marketing promotion and tourism development....
  • Sharma, A., Sharma, S., y Chaudhary, M. (2020). Are small travel agencies ready for digital marketing? Views of travel agency managers. Tourism...
  • Shin, H., Nicolau, J. L., Kang, J., Sharma, A., y Lee, H. (2022).Travel decision determinants during and after COVID-19: The role of tourist...
  • Sigala, M. (2017). Collaborative commerce in tourism: Implications for research and industry. Current Issues in Tourism, 20(4), 346–355. https://doi.org/10.1080/13683500.2014.982522
  • Statista (2025).Webs de reservas de alojamiento turístico más usadas en España [Resumen de datos]. Rankingde plataformas online para reservar...
  • TravelPerk (2025).TravelPerk Landing. TravelPerk. Retrieved 11 March 2025, from https://www.travelperk.com/es/
  • Varela, A. F., Viñas, S., Zarzalejos, A., Moreno, M. Á., Bobillo, A. G., y Aguiar, A. R. (2021). 143 startups españolas que los fondos y expertos...
  • Vermeulen, I. E. , y Seegers, D. (2009). Tried and tested: The impact of online hotel reviews on consumer consideration. Tourism Management,...
  • Wirtz, J., So, K. K. F., Mody, M. A., Liu, S. Q., y Chun, H. H. (2019). Platforms in the peer-to-peer sharing economy. Journal of Service...
  • Wong, I. A., Lian, Q. L., y Sun, D. (2023). Autonomous travel decision-making: An early glimpse into ChatGPT and generative AI. Journal of...
  • Xie-Carson, L., Benckendorff, P., yHughes, K. (2023a). Keep it #Unreal: Exploring Instagram users’ engagement with virtual influencersin tourism...
  • Xie-Carson, L., Magor, T., Benckendorff, P., yHughes, K. (2023b). All hype or the real deal? Investigating user engagement with virtualinfluencersin...
  • Yang, Y., Park, S., y Hu, X. (2018). Electronic word of mouth and hotel performance: A meta-analysis. Tourism Management, 67, 248–260. https://doi.org/10.1016/j.tourman.2018.01.015
  • Yin, J., Qu, X., y Ni, Y. (2024). The marketing of destination distinctiveness: The power of tourism short videos with enjoyability and authenticity....
  • Zhang, J., Mills, D. J., y Huang, H.-W. (2024). Enhancing Travel Planning and Experiences with Multimodal ChatGPT 4.0. Proceedings of the...
  • Zhang, S.-N., Li, Y.-Q., Ruan, W.-Q., y Liu, C.-H. (2022). Would you enjoy virtual travel? The characteristics and causes of virtual tourists’...
  • Zhou, S., Yan, Q., Yan, M., y Shen, C. (2020). Tourists' emotional changes and eWOM behavior on social media and integrated tourism websites....