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Publication
Aplicações digitais como ferramentas de personalização e comercialização em hotelaria: a perspetiva dos empresários e especialistas do setor
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| 2.12 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Atualmente, dado o crescente fenómeno competitivo na indústria hoteleira e as circunstâncias em
que se encontra o Mundo, causadas pela pandemia, este é um momento de reflexão e mudança.
Os hotéis, para fazer face ao contexto atual, devem adaptar-se e acompanhar as tendências digitais
que vão surgindo, bem como adequar os seus serviços às novas necessidades digitais.
Um dos desafios para os estabelecimentos hoteleiros é compreender como podem atrair clientes,
promover estadias personalizadas e garantir experiências memoráveis, procurando alcançar as
expectativas dos seus hóspedes e maximizar a sua satisfação.
Este trabalho propõe uma conceptualização de uma aplicação digital, desenvolvida para o setor
da hotelaria, onde se procuram identificar e caracterizar as dimensões e atributos necessários,
constituindo o objetivo geral do presente estudo.
Esta investigação pressupõe compreender como as ferramentas digitais, nomeadamente as
aplicações móveis, se podem tornar instrumentos diferenciadores na personalização e
comercialização do serviço e do produto hoteleiro.
De modo a compreender de que forma as aplicações digitais podem desempenhar um papel vital
para as unidades hoteleiras e, com base na resposta de um painel de especialistas previamente
selecionado (método de Delphi), a metodologia utilizada possibilita identificar as cinco
dimensões que permitem conceptualizar uma aplicação digital orientada para o setor de hotelaria,
e a seleção de trinta atributos obrigatórios e vinte atributos opcionais que devem ser incluídos na
conceção de uma app desenvolvida para este setor, da qual se apresenta um protótipo simples e
básico.
Após a recolha e o tratamento de toda a informação, ao longo da presente investigação, foi
possível compreender que as apps apresentam um forte compromisso de relacionamento com os
clientes, mostrando-se como um veículo de grande importância na gestão dos hotéis, garantindo
aos hóspedes uma voz ativa na personalização da sua estadia e um value-for-money ajustado ao
perfil de cada um.
Currently, given the growing competitive phenomenon in the hotel industry and the circumstances in which the world finds itself, caused by the pandemic, this is a time for reflection and change. Hotels, in order to face the current context, must adapt and keep up with emerging digital trends, as well as adapting their services to the new digital needs. One of the challenges for hotel establishments is to understand how they can lure customers, promote personalized stays and guarantee memorable experiences, seeking to reach their guests' expectations and maximize their satisfaction. This work proposes a conceptualization of a digital app, developed for the hotel sector, through where we seek to identify and characterize the necessary dimensions and attributes which is the main goal of this work. This investigation aims to understand how digital tools, namely mobile apps, can become differentiating instruments in the personalization and commercialization of the hotel service and product. In order to understand how digital apps can play a vital role for hotel units and, based on the response of a previously selected panel of experts (Delphi method), the methodology used can identify the five dimensions that allows to conceptualize a digital app conducted to the hospitality sector, and the selection of thirty mandatory attributes and twenty optional attributes that must be included in the design of an app developed for this sector, which this work presents a brief and simple prototype. After collecting and processing all the information, throughout this investigation, it was possible to understand that the apps have a strong commitment to relationship and connection with the clients, showing themselves as a vehicle of great importance in the hotels’ management, guaranteeing guests an active voice in personalizing their stay and value-for-money tailored to each guest's profile.
Currently, given the growing competitive phenomenon in the hotel industry and the circumstances in which the world finds itself, caused by the pandemic, this is a time for reflection and change. Hotels, in order to face the current context, must adapt and keep up with emerging digital trends, as well as adapting their services to the new digital needs. One of the challenges for hotel establishments is to understand how they can lure customers, promote personalized stays and guarantee memorable experiences, seeking to reach their guests' expectations and maximize their satisfaction. This work proposes a conceptualization of a digital app, developed for the hotel sector, through where we seek to identify and characterize the necessary dimensions and attributes which is the main goal of this work. This investigation aims to understand how digital tools, namely mobile apps, can become differentiating instruments in the personalization and commercialization of the hotel service and product. In order to understand how digital apps can play a vital role for hotel units and, based on the response of a previously selected panel of experts (Delphi method), the methodology used can identify the five dimensions that allows to conceptualize a digital app conducted to the hospitality sector, and the selection of thirty mandatory attributes and twenty optional attributes that must be included in the design of an app developed for this sector, which this work presents a brief and simple prototype. After collecting and processing all the information, throughout this investigation, it was possible to understand that the apps have a strong commitment to relationship and connection with the clients, showing themselves as a vehicle of great importance in the hotels’ management, guaranteeing guests an active voice in personalizing their stay and value-for-money tailored to each guest's profile.
Description
Parceria com a Universidade de Lisboa - Instituto de Geografia e Ordenamento do Território
Keywords
Hotelaria Gestão hoteleira Novas tecnologias Aplicações digitais Personalização Comercialização Hospitality Hotel management New technologies Digital apps Personalization Commercialization