Comunicar la sostenibilidad en las cadenas hoteleras españolas: el uso de las páginas web como herramienta de legitimación

Ana María Fernández-Vallejo

doi:10.31921/doxacom.n37a1855

Autores/as

Ana María Fernández-Vallejo ICS (Instituto de Cultura y Sociedad). Universidad de Navarra, España https://orcid.org/0000-0003-3877-651X

DOI:

https://doi.org/10.31921/doxacom.n37a1855

Palabras clave:

Comunicación de la sostenibilidad, legitimación, páginas web, cadenas hoteleras, España

Resumen

Este estudio analiza la legitimación discursiva de la sostenibilidad en las páginas web de las cadenas hoteleras. Las estrategias clave de legitimación se examinan en relación con diferentes factores, a saber, el tamaño de la empresa, su estructura de propiedad y el tipo de sitio web. Los datos se extrajeron de las páginas web de las 35 cadenas hoteleras mayores de España según facturación en 2021. En primer lugar, se realizó un análisis de contenido; segundo, se cuantificó el discurso de la sostenibilidad; y tercero, se desarrolló un índice de contenido de sostenibilidad. El estudio encontró que el 76% de los hoteles seleccionados usaban sitios web para difundir información sobre sostenibilidad, pero el volumen del discurso era diferente en función del tamaño, las estructuras de propiedad y los tipos de páginas web. La dimensión “planeta” fue calificada con el mejor índice de sostenibilidad. El estudio proporciona información teórica sobre los mecanismos de legitimación de la sostenibilidad en los sitios web corporativos y de reservas de las cadenas hoteleras. El estudio ofrece una guía a los directivos del sector turístico para mejorar sus esfuerzos de comunicación corporativa y generar un compromiso adecuado entre las empresas y los grupos de interés.

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Biografía del autor/a

Ana María Fernández-Vallejo, ICS (Instituto de Cultura y Sociedad). Universidad de Navarra, España

Profesora contratada doctora la Escuela de Gestión Aplicada (Universidad de Navarra), donde imparte la asignatura de Español para la Comunicación Académica y Profesional. También es colaboradora interna del Grupo de Investigación GradUN del Instituto Cultura y Sociedad (ICS). Ha publicado sobre discurso profesional (especialmente discurso empresarial y comunicación de la sostenibilidad), lingüística de corpus y discurso político. Su libro más reciente es Populism and social media: a global perspective (2019) . Berna: Peter Lang. Actualmente participa en dos proyectos europeos titulados CoMMiTTEd - Covid, Migrants and Minorities in Teacher Education: A Fake News Observatory to promote Critical Thinking and Digital Literacy in Times of Crisis (Proyecto 2020-1-DE01-KA226-HE-005742) y KNowledgE alliance for Social Innovation in Shrinking villages Grant Agreement 621651-EPP-1-2020-1-ITEPPKA2-KA).

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