Factors that influence the choice of a hotel in Norte de Santander
Keywords:
hospitality, hotel choice, digital reputation, safety perception, border tourismAbstract
The present study addresses the decision-making factors involved in hotel selection in the city of Cúcuta, which, due to its border location, adds unique characteristics to the travel experience. The main objective of the work was to identify the factors that influence lodging choice in the city, considering economic, emotional, digital, and sociocultural dimensions. From a qualitative approach, visitors’ perceptions were explored, including those related to safety, service quality, digital reputation, and the correspondence between price and value. The results show that price, in relation to quality, is a useful element in the selection process, as visitors seek a balance between the rate they pay and aspects such as comfort, cleanliness, and staff service.
At the same time, safety also proved to be a determining factor in the choice, especially given the city's border location. Visitors considered visible aspects such as security, lighting, and the overall upkeep of the surrounding areas, indicating that a sense of security is linked to the decision to stay. Similarly, the company's online reputation became a useful validation mechanism, as reviews and ratings allow people to anticipate risks and compare the information provided by the company with that found in online reviews.
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