Análisis de comentarios de la plataforma Airbnb Experience para mejorar la reputación de las experiencias culturales en línea.

Abstract

The aim of this study was to analyze the comments of the Airbnb Experience platform to improve the online status of cultural experiences. For the identification of experiences, the platform was searched for those in the cultural field in South American countries, obtaining 7 matrices, for the collection of comments, the identification and classification of experiences according to the National Cultural Heritage Standard (NNPC), for the analysis of comments, a descriptive analysis was performed using Excel by country and by subfield of cultural heritage, then a value scale was applied for the analysis in ATLAS. The sample was extracted by stratified calculation of the sample for each country, obtaining a total of 5 groups of criteria for the classification of the comments and performing the analysis of co-occurrences of the comments. Finally, for the formulation of improvement strategies, an analysis of the problem was performed using the CPES matrix. As results, 6 matrices were obtained from the countries of Colombia, Ecuador, Peru, Brazil, Chile and Argentina, where the country with the highest number of experiences and comments was Argentina with 125 and 7,605 respectively. In the experiences of Intangible Cultural Heritage there are more positive comments (591), followed by neutral and 5 negative; for Tangible Cultural Heritage there are more neutral comments (647), followed by positive and 14 negative. Improvement strategies are related to the training of service providers and the improvement of the platform interface. In conclusion, the Airbnb Experience platform is very efficient, however, the problems are in the human component where it should be improved in coordination with the platform and institutions of tourism and culture. It is recommended to implement the strategies proposed.