Calidad percibida de los servicios turísticos en Cuenca: análisis descriptivo de reseñas digitales
Perceived quality of tourism services in Cuenca: a descriptive analysis of online reviewsBarra lateral del artículo
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Introducción: Las reseñas digitales constituyen una fuente emergente para explorar la calidad percibida de los servicios turísticos. Objetivo: Describir las valoraciones de servicios en establecimientos turísticos de Cuenca. Método: Se realizó un estudio observacional, descriptivo y exploratorio a partir del análisis semanal de plataformas digitales entre septiembre de 2025 y enero de 2026. Resultados: La puntuación media preliminar fue de 4.13 sobre 5, se clasificaron 150 evidencias positivas, 12 mixtas y 12 negativas. Además, las agencias de viajes registraron la media más alta y la fiabilidad, la más baja. Conclusiones: Las reseñas ofrecen indicios descriptivos de atributos de calidad, aunque la selección no probabilística, la distribución desigual de las evidencias y la codificación pendiente de validación humana impiden generalizar los resultados.
Introduction: Digital reviews represent an emerging source for exploring the perceived quality of tourism services. Objective: To describe service evaluations for tourism establishments in Cuenca. Method: An observational, descriptive, and exploratory study was conducted based on a weekly analysis of digital platforms between September 2025 and January 2026. Results: The preliminary mean score was 4.13 out of 5; 150 positive, 12 mixed, and 12 negative instances were identified. Furthermore, travel agencies recorded the highest mean score, while reliability-related aspects received the lowest. Conclusions: Reviews provide descriptive insights into quality attributes; however, the use of non-probabilistic sampling, the uneven distribution of data, and the fact that the coding has yet to be validated by humans preclude the generalization of these results.
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