El desarrollo y popularización de herramientas de Social Media ha constituido una de las innovaciones más relevantes en los últimos años y ha ejercido un tremendo impacto en la industria hotelera. A pesar de los múltiples beneficios que el uso de dichas herramientas puede ofrecer a los hoteles, transformando la forma en que se relacionan con sus clientes y abriendo una multitud de nuevas posibilidades, su implementación implica también numerosas dificultades y desafíos. Teniendo en cuenta que el uso de Social Media es cada vez más popular, resulta crítico conocer y comprender cómo los hoteles pueden utilizar dichas herramientas de manera estratégica para reinventar sus relaciones con clientes. El presente estudio analiza la temática siguiendo una metodología mixta, combinando datos de carácter cuantitativos y cualitativo obtenidos de una muestra de 312 hoteles europeos. Los resultados obtenidos indican que tanto las plataformas que incluyen comentarios y opiniones de clientes como las redes sociales mostraron ser las herramientas más utilizadas en los hoteles analizados. Asimismo, las principales ventajas y dificultades que surgieron con su uso fueron analizadas y ampliamente discutidas.

The advent of Social Media tools has been one of the most relevant technological innovations in recent years and has strongly impacted the tourism industry. Despite the numerous benefits that Social Media can offer to hotels, transforming the way they relate to customers and opening a vast array of new possibilities, its implementation implies also numerous challenges. Considering that the use of Social Media is becoming increasingly popular, it seems to be critical to understand how hotels can use them strategically to reinvent customer relationships. This study explores the topic following a mixed methodology, combining both quantitative and qualitative data from a European sample of 312 hotels. Results suggest that review sites and social networks were the most used tools. The main advantages and disadvantages of its use were identified and widely discussed.

RESUMO Objetivo: O objetivo deste trabalho é apresentar os resultados de uma revisão sistemática da literatura a respeito de pesquisas empíricas sobre a inovação na Empresa Familiar (EF). Método: Uma ampla revisão da literatura com base em uma análise em profundidade de 59 estudos empíricos foi realizada. Resultados: A revisão apresenta um quadro integrador, identificando principais determinantes e dimensões da inovação, e resume as principais avenidas de pesquisa e as lacunas existentes, a fim de orientar futuras pesquisas. Implicações práticas: O artigo resume o progresso das principais pesquisas sobre a inovação na Empresa Familiar em todo o mundo. Consequentemente, permite melhores decisões por parte dos dirigentes dessas empresas. Contribuições: O estudo da inovação na Empresa Familiar emergiu como campo de pesquisa prolífico ao longo dos últimos anos, mas o conhecimento atual sobre como essas empresas inovam é ainda fragmentado e incompleto. Consequentemente, houve demanda para mais pesquisas nesse campo.

ABSTRACT Objective: Institutionalism as an adaptation theory has contributed to the understanding of the changing characteristics in governance structures. At the same time, community ecology, as an evolution theory, has enhanced not only the study of relations across a collective of interacting populations within a region, but also the evaluation of change within organizational communities. The objective of this research is to analyze the relations and interactions of a business network using institutional ecology concepts. Design/methodology/approach: We applied the methods of institutionalism, as an adaptation theory, and community ecology, as evolution theory, in a network comprised of 45 businesses. Data for the flow of resources and institutional ecology were obtained using two separate instruments (designed by the researchers). Netdraw was used to graphically represent the various layers of the network and Ucinet 6 to generate the matrices. Findings: While theory identifies information, services, decisions, solutions and money as resources, as far as the workers in the businesses researched are concerned, the first four flow naturally within the business network, but money is perceived as a resource that should always originate in the other nodes of the ecosystem. Practical implications: Network stakeholders will make decisions that both strengthen relations among the members of the institutional arrangement and support the selection of institutional contexts more favorable to perform their activities. Originality: This is the first work to apply economic-evolutive theories in order to analyze the relations and interactions in a business network.