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Publication
O e-marketing como estratégia de comunicação dos empreendimentos turísticos da Praia do Bilene
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| 2.11 MB | Adobe PDF |
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Abstract(s)
A pesquisa aborda a temática de Marketing com enfoque para as plataformas de internet emergidas graças ao desenvolvimento das Tecnologias de Informação e Comunicação (TIC), tendo como caso de estudo a Praia de Bilene- (e-marketing como estratégia de comunicação dos empreendimentos turísticos da Praia do Bilene).
Metodologicamente, a pesquisa recorreu a revisão da literatura, pesquisa online e aplicação de inquérito por questionário a 312 turistas dos 5 estabelecimentos que constituem a amostra do trabalho (complexos turísticos- Aquárius, Humula, Palmeira, Ferroviário e Massala beach). O tratamento dos dados foi com base no pacote estatístico SPSS 17.0 concretamente pela ferramenta analyse- descriptive statistcs- frequencies e crosstabs.
Os dados obtidos revelam que 54.5% dos turistas que frequentam a Praia do Bilene conheceram os estabelecimento por meio da Internet, sendo as redes sociais, os websites dos estabelecimentos, as comunidades web principais ferramentas usadas para tal, sendo que o email (23.4%) é a ferramenta de e-marketing usada para a reserva dos estabelecimentos. As redes sociais (70%) e as comunidades web (38.8%) são as ferramentas que se destacam no uso por parte dos clientes para fazerem comentário ou partilhar algo, atividade que é feita por cerca de 70% dos turistas inqueridos. A interação entre os estabelecimentos e os clientes é a atividade pouco explorada, com menos de metade de turistas a não interagir com os empreendimentos.
The research addresses the topic of marketing with focus on the internet platforms in vogue, motivated by information technology development, and communication (TIC), having a case study of Bilene Beach- (e-marketing as communication strategy of tourists institutions at Bilene Beach). Methodologically, the research resorted to literature review, online research and application of research questionnaire for 312 tourists from 5 hotels which constitute the work sample (tourism lodges-Aquarius, Humula, Palmeira, Ferroviário and Massala beach). The data treatment was based on the SPSS statistical software 17 through the analyze- descriptive statistics- frequencies and crosstabs tool. The data reveals that 54.5% of tourists who visit Bilene Beach knew the lodges via Internet, through social networks, institutions websites, having the web communities as the main tools used for the purpose, and the e-mail with 23.4%, being the e-marketing tool used for the bookings. The social networks contributed with 70%, and the web community (38.8%), and are tools which distinguished themselves, mostly used by clients to make comments or share information, an activity done by most interviewed people. The interaction among tourism institutions and customers is an activity that is less explored, and less than half of tourists do not interact with them.
The research addresses the topic of marketing with focus on the internet platforms in vogue, motivated by information technology development, and communication (TIC), having a case study of Bilene Beach- (e-marketing as communication strategy of tourists institutions at Bilene Beach). Methodologically, the research resorted to literature review, online research and application of research questionnaire for 312 tourists from 5 hotels which constitute the work sample (tourism lodges-Aquarius, Humula, Palmeira, Ferroviário and Massala beach). The data treatment was based on the SPSS statistical software 17 through the analyze- descriptive statistics- frequencies and crosstabs tool. The data reveals that 54.5% of tourists who visit Bilene Beach knew the lodges via Internet, through social networks, institutions websites, having the web communities as the main tools used for the purpose, and the e-mail with 23.4%, being the e-marketing tool used for the bookings. The social networks contributed with 70%, and the web community (38.8%), and are tools which distinguished themselves, mostly used by clients to make comments or share information, an activity done by most interviewed people. The interaction among tourism institutions and customers is an activity that is less explored, and less than half of tourists do not interact with them.
Description
Keywords
E-marketing Tourism enterprise Communication strategy Empresas turísticas Estratégia de comunicação Praia do Bilene Moçambique Mozambique
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril