Análisis de la demanda del sector de servicio aéreo ecuatoriano doméstico de pasajeros, en tiempos de Covid-19 : Reputación online.

Abstract

This degree work aims to analyze the demand of the Ecuadorian domestic passenger air service sector, based on online reputation as a possible factor associated with the decrease in demand, in times of Covid-19. The research points to a non-experimental, qualitative design, with a descriptive tendency and adjusts to the netnographic method. The selected instrument was the social network Twitter, working with a sample of 936 tweets from users who interacted in this medium, with the official accounts of the airlines: Latam, Avianca and Aeroregional, in the months of August to December 2021. Information was classified by construction and content categories, considering the theory, the evolution of the covid-19 pandemic and the characterization of the sector, it was possible to conclude that the three airlines maintain a low level of online reputation, according to the bad perceptions of its clients and consumer behavior within this context, which regardless of the covid-19 pandemic, conceives a bad image of the sector and does not identify with these companies, representing a factor associated with the decrease in demand for air services. Finally, a strategy is proposed to improve the online reputation and therefore the service of these airline organizations.