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Publication
O turismo e os novos media : as formas de alojamento em Lisboa e as redes sociais
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| 3.38 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O Turismo é um sector onde a Comunicação e a Informação se revelam vitais para a
sua sobrevivência, quer se trate de destinos, produtos, empresas ou serviços.
Atualmente qualquer empresa ou negócio precisa de um bom plano de marketing e de
comunicação para conseguir sobreviver no sector de mercado onde atua e ao mesmo
tempo destacar-se dos concorrentes. Atravessamos uma época em que cada um de
nós é exposto a milhares de mensagens publicitárias e que, quer por habituação ou
excesso, nos vamos anestesiando ao seu efeito. Estamos num mercado mais global
mas também mais competitivo. Por isso, é necessário saber como conquistar o
mercado-alvo a quem queremos vender o nosso produto/serviço. Mas não basta apenas
comunicar, temos que saber com quem, como, quando e onde, tornando mais eficaz
todo o processo.
Uma das mais recentes tendências tecnológicas são as redes sociais. As pessoas têm
vindo a utilizar cada vez mais o seu tempo com estes novos media. Os utilizadores
destas plataformas dedicam por dia, em média, 91 minutos do seu tempo a estas redes
(Marktest in Observador, 2016: s/p), o que indicia que todo o processo de comunicação
mudou consideravelmente. Esta é uma mudança que é muito importante ter em conta,
sobretudo para quem possui um negócio e quer promovê-lo junto de públicos-alvo e
potenciais consumidores. Segundo a Marktest, desde 2011 que o número de
utilizadores de redes sociais em Portugal cresceu 53%, o que se traduz em 4,6 milhões
de portugueses (Observador, 2016: s/p). É, por isso, muito importante saber como tirar
o melhor partido destas, pois são hoje uma ferramenta essencial para a
comunicação/promoção/comercialização de produtos e serviços.
A relação entre o Turismo e os Media não é nova (Inácio, 2000), porém os novos media
prometem modificar a forma como nos relacionamos e como apresentamos ao mercado
aquilo que pretendemos comunicar. Para tentar perceber a forma como Hotéis e Hostels
da Grande Lisboa se encontram presentes nas redes sociais e como delas tiram
proveito, objetivou-se entender as lógicas de presença e participação destas empresas
nas redes sociais, a forma como as utilizam enquanto ferramentas de comunicação, de
informação ou de marketing, e quais as mais valias e dinâmicas que estas trazem se
forem bem trabalhadas. Desta forma, foi essencial a pesquisa em livros, artigos
científicos, documentos e estatísticas oficiais e em teses que abordam esta temática.
Após a pesquisa, revelou-se fundamental, para o pleno entendimento a realização de
inquéritos aos responsáveis pelas redes sociais de vários Hotéis e Hostels da capital e
V
finalmente o trabalho empírico foi complementado com uma análise detalhada da
informação veiculada por estes estabelecimentos de alojamento em alguns dos
principais novos media digitais disponíveis.
Posteriormente, depois da análise e recolha de informação dos inquéritos e respetiva
leitura de dinâmicas observadas, complementada pelas análise de conteúdos das redes
sociais, conseguiu obter-se resposta aos objetivos propostos para investigação.
Concluiu-se através desta análise empírica que, atualmente as redes sociais são uma
ferramenta de comunicação e marketing a adotar por qualquer destas formas de
alojamento, pois o mercado parece agora “desconfiar” daqueles que não se apresentam
no “mundo virtual”, preferindo claramente os que primam por uma maior transparência
e aparente proximidade com os clientes, através das redes que hoje os conectam à
escala global.
Tourism is a sector where Communication and Information are vital for their survival, whether it is destinations, products, companies or services. Nowadays any company or business needs a good marketing and communication plan to be able to survive in the market sector where it operates and at the same time stand out from the competitors. We go through a time when each of us is exposed to thousands of advertising messages and that, either by habituation or excess, we are getting used to its effect. We are in a more global market but also more competitive. Therefore, it is necessary to know how to achieve the target to whom we want to sell our product / service. But it is not enough just to communicate, we have to know with whom, how, when and where, making the whole process more effective. One of the latest technological trends is the social network. People are using more and more time with these new media. Users of these platforms devote an average of 91 minutes of their time per day to these networks (Marktest in Observer, 2016: s / p), which indicates that the entire communication process has changed considerably. This is a change that is very important to take into account, especially for those who own businesses and want to promote it to the target audience and potential consumers. According to Marktest, since 2011, the number of users of social networks in Portugal has grown 53%, which translates into 4.6 million Portuguese (Observer, 2016: s / p). Therefore, it is very important to know how to get the most out of these, as they are now an essential tool for communication / promotion / marketing of products and services. The relationship between Tourism and the Media is not new (Inácio, 2000), but the new media promise to modify the way we relate and how we present to the market what we intend to communicate. In order to try to understand how Lisbon Hotels and Hostels are present in social networks and how they take advantage of them, the purpose was to understand the logic of presence and participation of these companies in social networks, the way they use them as communication tools, Information or marketing, and what are the added value and dynamics they bring if they are well worked out. In this way, it was essential to research in books, scientific articles, official documents and statistics and in theses that approach this theme. After the research, it was fundamental for the full understanding to carry out surveys of the social networks responsible for various hotels and hostels in the capital and finally the empirical work was complemented with a detailed analysis of the information conveyed by these accommodation establishments in some Of the major new digital media available. VII Subsequently, after the analysis and collection of the information from the surveys and reading the observed dynamics, complemented by the content analysis of the social networks, it was possible to obtain a response to the objectives proposed for research. It was concluded through this empirical analysis that social networks are now a communication and marketing tool to be adopted by any of these forms of accommodation, since the market now seems to "distrust" those who do not present themselves in the "virtual world", clearly preferring the Which stand out for greater transparency and apparent proximity to customers, through the networks that connect them to the global scale.
Tourism is a sector where Communication and Information are vital for their survival, whether it is destinations, products, companies or services. Nowadays any company or business needs a good marketing and communication plan to be able to survive in the market sector where it operates and at the same time stand out from the competitors. We go through a time when each of us is exposed to thousands of advertising messages and that, either by habituation or excess, we are getting used to its effect. We are in a more global market but also more competitive. Therefore, it is necessary to know how to achieve the target to whom we want to sell our product / service. But it is not enough just to communicate, we have to know with whom, how, when and where, making the whole process more effective. One of the latest technological trends is the social network. People are using more and more time with these new media. Users of these platforms devote an average of 91 minutes of their time per day to these networks (Marktest in Observer, 2016: s / p), which indicates that the entire communication process has changed considerably. This is a change that is very important to take into account, especially for those who own businesses and want to promote it to the target audience and potential consumers. According to Marktest, since 2011, the number of users of social networks in Portugal has grown 53%, which translates into 4.6 million Portuguese (Observer, 2016: s / p). Therefore, it is very important to know how to get the most out of these, as they are now an essential tool for communication / promotion / marketing of products and services. The relationship between Tourism and the Media is not new (Inácio, 2000), but the new media promise to modify the way we relate and how we present to the market what we intend to communicate. In order to try to understand how Lisbon Hotels and Hostels are present in social networks and how they take advantage of them, the purpose was to understand the logic of presence and participation of these companies in social networks, the way they use them as communication tools, Information or marketing, and what are the added value and dynamics they bring if they are well worked out. In this way, it was essential to research in books, scientific articles, official documents and statistics and in theses that approach this theme. After the research, it was fundamental for the full understanding to carry out surveys of the social networks responsible for various hotels and hostels in the capital and finally the empirical work was complemented with a detailed analysis of the information conveyed by these accommodation establishments in some Of the major new digital media available. VII Subsequently, after the analysis and collection of the information from the surveys and reading the observed dynamics, complemented by the content analysis of the social networks, it was possible to obtain a response to the objectives proposed for research. It was concluded through this empirical analysis that social networks are now a communication and marketing tool to be adopted by any of these forms of accommodation, since the market now seems to "distrust" those who do not present themselves in the "virtual world", clearly preferring the Which stand out for greater transparency and apparent proximity to customers, through the networks that connect them to the global scale.
Description
Keywords
Turismo Hotelaria Comunicação Marketing Redes Sociais Tourism Hospitality Communication Social Networks