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O impacto da implementação de práticas de sustentabilidade em hotelaria na satisfação e fidelidade dos clientes
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Abstract(s)
Este trabalho investiga os efeitos das práticas de sustentabilidade (ambiental,
económica e social) desenvolvidas na hotelaria no nível de satisfação e fidelidade dos
clientes.
Antes da pandemia, o turismo e a hotelaria atingiram níveis impressionantes de
crescimento, tornando-se uma área económica determinante para a riqueza mundial.
Ao longo dos últimos anos o conceito de desenvolvimento sustentável e a prática de
medidas sustentáveis na hotelaria tem ganho bastante notoriedade e relevância. A
preocupação com a aplicação dessas práticas desenvolveu-se devido ao aumento do
interesse da sociedade por esta temática.
A atual relevância da hotelaria na economia global torna fulcral o desenvolvimento de
práticas sustentáveis nesta área de forma a assegurar o futuro desta atividade
económica e ao perdurar da sociedade humana.
Mas não nos podemos esquecer que as transformações ao nível dos critérios de escolha
de um hotel por parte dos clientes, que priorizam cada vez mais o critério da
sustentabilidade, contribuem muito para que essas práticas ganhem destaque na
hotelaria. Conscientes dessa evolução na mentalidade do cliente, as empresas usam,
cada vez mais, a divulgação dessas práticas sustentáveis, como marketing e estratégia
comercial, praticando, por vezes, o greenwashing, quando a preocupação com a
sustentabilidade não é sincera e real, mas apenas mais uma forma de cativar o cliente.
Para definirmos os efeitos das práticas sustentáveis da hotelaria nos níveis de
satisfação e fidelidade dos clientes utilizámos como metodologia o uso de questionários
aplicados de forma aleatória a residentes em Portugal, bem como a realização de
entrevistas a gestores hoteleiros. Só assim poderíamos extrair conclusões sobre a
questão do desenvolvimento sustentável na hotelaria e como poderá afetar a satisfação
e fidelidade do cliente.
This paper investigates the effects of sustainability practices (environmental, economic and social) developed in hospitality on the level of customer satisfaction and loyalty. Before the pandemic, tourism and hospitality reached impressive levels of growth, becoming a determining economic area for world wealth. Over the last few years, the concept of sustainable development and the practice of sustainable measures in hospitality has gained a lot of notoriety and relevance. The concern with the application of these practices has developed due to society's increased interest in this theme. The current relevance of hospitality in the global economy makes the development of sustainable practices in this area crucial in order to ensure the future of this economic activity and the continuity of human society. But we cannot forget that the transformations at the level of the criteria of choice of a hotel by the clients, who increasingly prioritize the sustainability criterion, contribute a lot to these practices gaining highlight in the hotel business. Aware of this evolution in the customer's mentality, companies are increasingly using the disclosure of these sustainable practices as marketing and commercial strategy, sometimes practicing greenwashing, when the concern with sustainability is not sincere and real, but just another way to attract the customer. In order to define the effects of sustainable hotel practices on customer satisfaction and loyalty levels, we used as methodology the use of questionnaires applied randomly to residents in Portugal, as well as interviews with hotel managers. Only in this way could we draw conclusions on the issue of sustainable development in hospitality and how it may affect customer satisfaction and loyalty.
This paper investigates the effects of sustainability practices (environmental, economic and social) developed in hospitality on the level of customer satisfaction and loyalty. Before the pandemic, tourism and hospitality reached impressive levels of growth, becoming a determining economic area for world wealth. Over the last few years, the concept of sustainable development and the practice of sustainable measures in hospitality has gained a lot of notoriety and relevance. The concern with the application of these practices has developed due to society's increased interest in this theme. The current relevance of hospitality in the global economy makes the development of sustainable practices in this area crucial in order to ensure the future of this economic activity and the continuity of human society. But we cannot forget that the transformations at the level of the criteria of choice of a hotel by the clients, who increasingly prioritize the sustainability criterion, contribute a lot to these practices gaining highlight in the hotel business. Aware of this evolution in the customer's mentality, companies are increasingly using the disclosure of these sustainable practices as marketing and commercial strategy, sometimes practicing greenwashing, when the concern with sustainability is not sincere and real, but just another way to attract the customer. In order to define the effects of sustainable hotel practices on customer satisfaction and loyalty levels, we used as methodology the use of questionnaires applied randomly to residents in Portugal, as well as interviews with hotel managers. Only in this way could we draw conclusions on the issue of sustainable development in hospitality and how it may affect customer satisfaction and loyalty.
Description
Keywords
Hotelaria Práticas sustentáveis Fidelidade Satisfação Familiaridade Hospitality Sustainable practices Loyalty Satisfaction Familiarity