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O IMPACTO DO MARKETING DE EXPERIÊNCIA EM HOSTELS NA SATISFAÇÃO DO CLIENTE
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Abstract(s)
Este trabalho teve como objetivo analisar o impacto do marketing de experiência no setor de alojamento local (AL), com foco nos hostels. A investigação foi realizada com base numa abordagem quantitativa, através de aplicação de questionários online a visitantes que já se hospedaram nesse tipo de estabelecimento. Os resultados mostram que atividades como workshops, jantares de grupo e eventos noturnos podem enriquecer a experiência do hóspede. Contudo com o passar dos anos, essas atividades são consideradas como fazendo parte do serviço base da oferta desse tipo de alojamento, não sendo por isso qualificados como experiências oferecidas. O estudo evidencia que o marketing de experiência, ao valorizar a interação social, o ambiente envolvente e ações diferenciadas, contribui positivamente para a satisfação do cliente e a sua intenção de recomendar o hostel. Dessa forma, conclui-se que, para os serviços, implementar o marketing de experiência pode favorecer significativamente a diferenciação no mercado e aumentar a chance de fidelização. Ao proporcionar experiências autênticas, alinhadas ao público-alvo, os hostels conseguem não só atender as necessidades básicas dos clientes, mas também gerar um valor emocional e relacional, destacando-se como uma referência positiva no setor de alojamento local (AL).
The aim of this study was to analyse the impact of experiential marketing in the local accommodation sector, with a focus on hostels. The research followed a quantitative approach, using online questionnaires distributed to individuals who had previously stayed in this type of accommodation.The results indicate that activities such as workshops, group dinners, and evening events can enrich the guest experience. However, over time, these activities have come to be seen as part of the standard service offered by hostels and, therefore, may no longer be perceived as true experiential offerings. The study shows that experiential marketing — by emphasising social interaction, the surrounding environment, and unique experiences — contributes positively to guest satisfaction and their likelihood of recommending the hostel.It can therefore be concluded that implementing experiential marketing strategies can significantly enhance market differentiation and increase customer loyalty. By delivering authentic experiences aligned with the expectations of their target audience, hostels are able not only to meet basic needs, but also to create emotional and relational value, positioning themselves as a positive reference within the local accommodation sector.
The aim of this study was to analyse the impact of experiential marketing in the local accommodation sector, with a focus on hostels. The research followed a quantitative approach, using online questionnaires distributed to individuals who had previously stayed in this type of accommodation.The results indicate that activities such as workshops, group dinners, and evening events can enrich the guest experience. However, over time, these activities have come to be seen as part of the standard service offered by hostels and, therefore, may no longer be perceived as true experiential offerings. The study shows that experiential marketing — by emphasising social interaction, the surrounding environment, and unique experiences — contributes positively to guest satisfaction and their likelihood of recommending the hostel.It can therefore be concluded that implementing experiential marketing strategies can significantly enhance market differentiation and increase customer loyalty. By delivering authentic experiences aligned with the expectations of their target audience, hostels are able not only to meet basic needs, but also to create emotional and relational value, positioning themselves as a positive reference within the local accommodation sector.
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Keywords
Alojamento local Cocriação de valor Hostel Marketing de experiência Satisfação do cliente