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Publication
O papel dos Brand Websites enquanto meio de reservas na Hotelaria em Portugal: o caso GuestCentric
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.66 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Os brand websites dos hotéis funcionam como um cartão de visita e desempenham um papel
importante no relacionamento com os hóspedes, especialmente enquanto meio de comunicação
e canal de vendas diretas. São o ponto de referência final na tomada de decisão de compra
informada.
Esta investigação tem como objetivo definir um modelo de avaliação da qualidade dos websites
hoteleiros; analisar os mesmos; e determinar a existência de uma relação com as reservas
diretas. Pretende-se perceber como a qualidade dos Brand Websites pode influenciar as
reservas diretas na Hotelaria.
A presente dissertação tem por base o Modelo UUX de Martínez-Sala, Monserrat-Gauchi &
Alemany-Martínez (2020) adaptado pelo Painel de Especialistas da empresa GuestCentric. O
modelo é aplicado aos brand websites de hotéis pertencentes à cadeia de clientes da empresa
GuestCentric em Portugal de forma a analisar a qualidade dos mesmos e a sua relação com a
proporção de reservas diretas destes hotéis.
Durante a revisão de literatura, demonstra-se que o sucesso dos hotéis depende da sua
capacidade de satisfazer os clientes, da sua adaptação às constantes mudanças de expetativas
dos consumidores e perceção do seu comportamento. Também se expressa a importância de
uma distribuição de canais de venda múltipla, com maior foco e relevância nas vendas diretas.
São abordados os vários conceitos associados ao comportamento do consumidor, o processo
de decisão de compra e às estratégias de comunicação e distribuição hoteleira.
A aplicação do Modelo UUX permitiu verificar as três hipóteses propostas, que não foram
validadas. Não foi possível identificar uma relação direta entre a qualidade dos brand websites
(UUX) e as características dos hotéis e seu volume de reservas diretas. Do mesmo modo, não
foi possível identificar uma relação entre as dimensões de design, navegabilidade e usabilidade.
Hotel brand websites act as a business card and play an important role in the relationship with guests, especially as a means of communication and direct sales channel. They are the ultimate reference point in making an informed purchasing decision. This investigation aims to analyze and define a model for evaluating the quality of hotel websites and then determine the existence of a relationship with direct bookings. It is intended to understand how the quality of Brand Websites can influence direct hotel bookings. This dissertation is based on the UUX Model by Martínez-Sala, Monserrat-Gauchi & Alemany Martínez (2020) adapted by the GuestCentric's Expert Panel. The model is applied to the brand websites of GuestCentric’s customers in Portugal in order to analyze their quality and its relationship with their proportion of direct bookings. During the literature review, it is shown that the success of hotels depends on their ability to satisfy customers, their adaptation to the constant changes in consumer expectations and perception of their behavior. The importance of a multiple channels distribution is also highlighted, albeit with greater focus and relevance on direct sales. The various concepts associated with consumer behavior, the purchase decision process and hotel communication and distribution strategies are addressed. The application of the UUX Model enabled the verification of the three proposed hypotheses, which were not validated. It was not possible to identify a direct relationship between the quality of brand websites (UUX), the characteristics of the hotels and their volume of direct bookings. Likewise, it was not possible to identify a relationship between the dimensions of design, navigability and usability.
Hotel brand websites act as a business card and play an important role in the relationship with guests, especially as a means of communication and direct sales channel. They are the ultimate reference point in making an informed purchasing decision. This investigation aims to analyze and define a model for evaluating the quality of hotel websites and then determine the existence of a relationship with direct bookings. It is intended to understand how the quality of Brand Websites can influence direct hotel bookings. This dissertation is based on the UUX Model by Martínez-Sala, Monserrat-Gauchi & Alemany Martínez (2020) adapted by the GuestCentric's Expert Panel. The model is applied to the brand websites of GuestCentric’s customers in Portugal in order to analyze their quality and its relationship with their proportion of direct bookings. During the literature review, it is shown that the success of hotels depends on their ability to satisfy customers, their adaptation to the constant changes in consumer expectations and perception of their behavior. The importance of a multiple channels distribution is also highlighted, albeit with greater focus and relevance on direct sales. The various concepts associated with consumer behavior, the purchase decision process and hotel communication and distribution strategies are addressed. The application of the UUX Model enabled the verification of the three proposed hypotheses, which were not validated. It was not possible to identify a direct relationship between the quality of brand websites (UUX), the characteristics of the hotels and their volume of direct bookings. Likewise, it was not possible to identify a relationship between the dimensions of design, navigability and usability.
Description
Keywords
Brand website Reservas diretas Qualidade Comportamento do consumidor Canais de venda Direct bookings Quality Consumer behavior Sales channels