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O Impacto das Redes Sociais e de Websites de Reviews Online no Alojamento Hoteleiro
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| 1.83 MB | Adobe PDF |
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Abstract(s)
O uso das redes sociais como motor de busca primário e influenciador tem sido cada vez mais prominente nos dias de hoje. Seja para procurar informações relativas ao alojamento turístico ou a outro aspeto da viagem (seja ela de lazer ou em negócios), as redes sociais assumem-se como uma das fontes mais credíveis para o turista basear a sua decisão naquilo que lê.
A par das redes sociais, também os websites de reviews online, onde aqui damos destaque ao TripAdvisor, se tornaram um meio de referência para os turistas tomarem a sua decisão relativamente ao alojamento turístico onde ficar.
Com o aumento atual de turistas e de viagens de lazer/negócios a nível mundial, este tipo de canais online ganharam bastante relevância nos últimos anos.
Isto trouxe um novo desafio aos gestores deste tipo de alojamentos, perceber o comportamento do consumidor e onde se baseiam para decidir em que alojamento deverão ficar num determinado local.
Deste modo, tornou-se, indispensável manter uma presença assídua nestes canais online, de modo não só a tomar conhecimento daquilo que os consumidores estão a comentar acerca do alojamento hoteleiro em questão, mas também determinar qual a melhor estratégia de comunicação a empreender e que informações deverão ser disponibilizadas, tendo em conta aquilo que o consumidor procura.
A presente tese, tem como objetivo principal compreender a influência que as redes sociais (nomeadamente o Facebook) e websites de reviews online (nomeadamente o TripAdvisor) têm na escolha do alojamento hoteleiro e qual dos meios exerce uma maior influência.
Para a recolha das opiniões dos consumidores, adotou-se uma metodologia quantitativa, através de um questionário online, cujas respostas foram posteriormente analisadas através de testes estatísticos. Os resultados indicaram uma clara vantagem para os websites de reviews online comparativamente às redes sociais, sendo estes, de entre os canais online analisados, os que maior influência exercem sobre a tomada de decisão dos consumidores relativamente à escolha de um alojamento hoteleiro.
The use of social networks as the primary search engine and influencer has been increasingly prominent these days. Whether to look for information on tourist accommodation or other aspects of the trip (whether leisure or business), social networks are one of the most credible sources for tourist decision-making. Along with the social networks, online review websites, where we highlight Tripadvisor here, have become a reference point for tourists to make their decision regarding the choice of tourist accommodation where to stay. With the current increase in tourists and leisure travel / business worldwide, this type of online channels have gained considerable relevance in recent years. This has brought a new challenge to the managers of this type of accommodation, to understand the behavior of the consumer and what shapes their decision making. It has become vital for the hotels to maintain a constant presence in these online channels, to know the opinion of the consumers regarding the hotel, but also determine what kind of information the hotel should make available to the consumer, considering their preferences. The main purpose of this thesis is to understand the influence that social networks (especially Facebook) and online review websites (especially TripAdvisor) have in the choice of hotel accommodation and which of these channels exerts a greater influence on the final consumer. To collect consumer opinions, a quantitative methodology was adopted through an online questionnaire, whose answers were then analyzed through statistical tests. The results suggest that tourists are far more likely to base their hotel accommodation choices on online review websites than social networks.
The use of social networks as the primary search engine and influencer has been increasingly prominent these days. Whether to look for information on tourist accommodation or other aspects of the trip (whether leisure or business), social networks are one of the most credible sources for tourist decision-making. Along with the social networks, online review websites, where we highlight Tripadvisor here, have become a reference point for tourists to make their decision regarding the choice of tourist accommodation where to stay. With the current increase in tourists and leisure travel / business worldwide, this type of online channels have gained considerable relevance in recent years. This has brought a new challenge to the managers of this type of accommodation, to understand the behavior of the consumer and what shapes their decision making. It has become vital for the hotels to maintain a constant presence in these online channels, to know the opinion of the consumers regarding the hotel, but also determine what kind of information the hotel should make available to the consumer, considering their preferences. The main purpose of this thesis is to understand the influence that social networks (especially Facebook) and online review websites (especially TripAdvisor) have in the choice of hotel accommodation and which of these channels exerts a greater influence on the final consumer. To collect consumer opinions, a quantitative methodology was adopted through an online questionnaire, whose answers were then analyzed through statistical tests. The results suggest that tourists are far more likely to base their hotel accommodation choices on online review websites than social networks.
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Keywords
Redes Sociais Reviews Online Alojamento Turístico Opinião do consumidor