Digital adoption of the hotel industry: a comparative study for Chile and Peru

Abstract

Purpose: Describe and compare the level of adoption of digital marketing tools in the hotel industry in Chile and Peru. Design/Method: Determined the relevant sub-variables, dimensions, and indicators, the content of websites of three-star hotels, and capitals of regions of the study, was reviewed. Results: Many indicators related to the reservation process are favorable to the Peruvian hotelier, identifying a superiority greater than 30% concerning Chilean hotels, not so in the rest of the indicators. Practical implications: The possibility of recognizing and analyzing the data generated on websites allows you to understand the level of digital adoption, being an alternative for efficient and effective interaction with current and potential customers. Originality/Value: There is no known variety of studies that help determine indicators and the level of adoption of digital marketing of hotel companies and less among neighboring countries that sustain part of their growth and development in the tourism sector.