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Importância do food & beverage na escolha e fidelização de hóspedes a hotéis de 4 e 5 estrelas em Lisboa
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Abstract(s)
Hoje em dia, o turismo representa uma das atividades económicas com maior impacto na economia portuguesa. Dentro do turismo, a hotelaria é a atividade de maior relevo, sendo por isso considerada o coração de todo o setor. (Cohen, 1997 e Marques, 2003). Com o crescente aumento da oferta hoteleira a nível internacional, mas também a nível nacional, os hoteleiros têm, cada vez mais, de inovar e procurar novas estratégicas para satisfazer e fidelizar os hóspedes. Uma das maneiras sugeridas por diversos autores é através do setor de Food & Beverage (F&B) (Adler e Chien, 2004 e Rutherford e O’Fallon, 2007). Para muitos turistas, hoje em dia, a comida e bebida não é apenas considerada uma necessidade básica de consumo, mas sim, um elemento muito importante na experiência turística (Jenkis, 2002).
Contudo, apesar de alguns autores sugerirem que há uma ligação entre o F&B e a satisfação dos hóspedes em hotelaria, pouco se sabe ainda sobre a influência deste setor na escolha e fidelização (Parasuraman, Zeithaml e Berry, 1988; Cronin e Taylor, 1992; Oliver, 1999; Zeithaml e Bitner, 2003 e AbuKhalifeh e Som, 2012).
O objetivo deste estudo prende-se então com a análise do impacto do F&B na hotelaria, em particular em hotéis de 4 e 5 estrelas em Lisboa. Para isso, foi elaborado um modelo baseado no trabalho de Kundampully e Suhartanto (2000), Acharya, Sengupta e Mishra (2011) e AbuKhalifeh e Som (2012), sugerindo que o F&B afeta positivamente a escolha de um hotel. Foi também testado o impacto das motivações, relacionadas com o setor de comidas e bebidas, na satisfação e o impacto da satisfação com o F&B na probabilidade de um hóspede revisitar e/ou recomendar um hotel.
Uma amostra composta por 484 pessoas de diversas nacionalidades foi utilizada para testar as hipóteses. Todos os inquiridos tinham em comum o facto de já terem estado hospedados num hotel de 4 e/ou 5 estrelas em Lisboa.
Para a análise dos resultados foi realizada uma análise fatorial que identificou cinco fatores da motivação e cinco fatores para a componente da satisfação. Os cinco fatores identificados na motivação foram: “Ambiente e Serviços”, “Gastronomia”, “Eventos”, “Crianças” e “Pratos Especiais”. Os fatores identificados para a satisfação foram um pouco distintos dos anteriores, sendo estes: “Ambiente e Serviços”, “Gastronomia”, “Eventos”, “Crianças e Pratos Especiais” e “Prestígio e Entretenimento”. Através da Exploratory Factor Analysis (EFA), e das regressões Tobit e Probit foi possível não rejeitar as hipóteses propostas. Os resultados obtidos sugerem que o F&B pode ser uma área com impacto na escolha, satisfação e fidelização de hóspedes na hotelaria e que não deve ser, por isso, um setor deixado para segundo plano.
Nowadays, tourism represents one of the economic activities with the greatest impact on Portuguese economy. Within tourism, hospitality is the most important activity and is therefore considered the heart of the whole sector. (Cohen, 1997 and Marques, 2003). With the increasing number of choices at an international level, but also at a national level, hoteliers are increasingly innovating and looking for new strategies to satisfy and retain guests. One of the ways suggested by several authors is through the Food & Beverage (F&B) sector (Adler and Chien, 2004 and Rutherford and O'Fallon, 2007). For many tourists, today food and beverage is not only considered a basic consumption need, but a very important element in the tourist experience (Jenkis, 2002). However, although some authors suggest that there is a link between F&B and hotel guest satisfaction, very little is known about the influence of this sector on choice and loyalty (Parasuraman, Zeithaml and Berry 1988, Cronin and Taylor 1992; Oliver, 1999; Zeithaml and Bitner, 2003 and AbuKhalifeh and Sound, 2012). The aim of this study is to analyse the impact of F&B in hotels, particularly in 4 and 5-star hotels in Lisbon. For this, a model based on Kundampully and Suhartanto (2000), Acharya, Sengupta and Mishra (2011) and AbuKhalifeh and Som’s (2012) work, was elaborated, suggesting that F&B positively affects the choice of a hotel. The impact of food and beverage motivations on satisfaction and the impact of F&B satisfaction on the likelihood of a guest revisiting and/or recommending a hotel. A sample composed by 484 people of different nationalities was used to test the hypotheses. All respondents had in common the fact that they had already been staying in a 4 and/or 5-star hotel in Lisbon. For the analysis of the results, a factorial analysis was performed that identified five motivation factors and five factors for the satisfaction component. The five factors identified for motivation were: "Environment and Services", "Gastronomy", "Events", "Children" and "Special Dishes". The factors identified for satisfaction were somewhat different from the previous ones. These are: "Environment and Services", "Gastronomy", "Events", "Children and Special Dishes" and "Prestige and Entertainment". Through the Exploratory Factor Analysis (EFA), and the Tobit and Probit regressions, it was possible not to reject the hypotheses proposed. The results suggest that F&B can be an area with impact on choice, satisfaction, and loyalty of guests in the hospitality industry and that because of the this should not be a sector left behind.
Nowadays, tourism represents one of the economic activities with the greatest impact on Portuguese economy. Within tourism, hospitality is the most important activity and is therefore considered the heart of the whole sector. (Cohen, 1997 and Marques, 2003). With the increasing number of choices at an international level, but also at a national level, hoteliers are increasingly innovating and looking for new strategies to satisfy and retain guests. One of the ways suggested by several authors is through the Food & Beverage (F&B) sector (Adler and Chien, 2004 and Rutherford and O'Fallon, 2007). For many tourists, today food and beverage is not only considered a basic consumption need, but a very important element in the tourist experience (Jenkis, 2002). However, although some authors suggest that there is a link between F&B and hotel guest satisfaction, very little is known about the influence of this sector on choice and loyalty (Parasuraman, Zeithaml and Berry 1988, Cronin and Taylor 1992; Oliver, 1999; Zeithaml and Bitner, 2003 and AbuKhalifeh and Sound, 2012). The aim of this study is to analyse the impact of F&B in hotels, particularly in 4 and 5-star hotels in Lisbon. For this, a model based on Kundampully and Suhartanto (2000), Acharya, Sengupta and Mishra (2011) and AbuKhalifeh and Som’s (2012) work, was elaborated, suggesting that F&B positively affects the choice of a hotel. The impact of food and beverage motivations on satisfaction and the impact of F&B satisfaction on the likelihood of a guest revisiting and/or recommending a hotel. A sample composed by 484 people of different nationalities was used to test the hypotheses. All respondents had in common the fact that they had already been staying in a 4 and/or 5-star hotel in Lisbon. For the analysis of the results, a factorial analysis was performed that identified five motivation factors and five factors for the satisfaction component. The five factors identified for motivation were: "Environment and Services", "Gastronomy", "Events", "Children" and "Special Dishes". The factors identified for satisfaction were somewhat different from the previous ones. These are: "Environment and Services", "Gastronomy", "Events", "Children and Special Dishes" and "Prestige and Entertainment". Through the Exploratory Factor Analysis (EFA), and the Tobit and Probit regressions, it was possible not to reject the hypotheses proposed. The results suggest that F&B can be an area with impact on choice, satisfaction, and loyalty of guests in the hospitality industry and that because of the this should not be a sector left behind.
Description
Keywords
F&B Hotelaria Motivações Satisfação Fidelização Hospitality Motivation Satisfaction Loyalty
Pedagogical Context
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril