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Realidade aumentada na hotelaria: potencial de aplicação na perspetiva dos hóspedes de hotéis de 4 e 5 estrelas na região de Lisboa
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| 26.65 MB | Adobe PDF |
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Abstract(s)
A dissertação “Realidade Aumentada na Hotelaria: Potencial de Aplicação na Perspetiva dos
Hóspedes de Hotéis de 4 e 5 Estrelas na Região de Lisboa” tem como objetivo contribuir para
o aprofundamento do conhecimento relativo às aplicações e potencialidades da Realidade
Aumentada (RA) aplicada ao contexto hoteleiro.
As aplicações e soluções de RA permitem a adição e sobreposição de novas camadas de
informação digital ao mundo real e, impulsionada pelos mais recentes avanços tecnológicos,
têm-se tornado cada vez mais comuns em diversas áreas de atividade. Esta capacidade de
aumento de ambientes reais pode ter variadas utilizações e aplicações, como aumentar o
conhecimento do utilizador sobre o ambiente que o rodeia, o auxílio a um funcionário na
execução de uma determinada tarefa ou processo ou a capacidade de tornar dinâmicos e
interativos conteúdos estáticos.
A implementação e utilização da RA num contexto hoteleiro tem tendência a tornar-se mais
comum à medida que os hóspedes desenvolvem maiores competências tecnológicas e criam
expectativas mais elevadas durante o processo de decisão e reserva e que a componente e
valor experiencial do produto hoteleiro ganha uma maior dimensão, afetando diretamente a
satisfação e intenções futuras dos consumidores.
Foi utilizada uma adaptação do modelo TRAM para determinar a aptidão e capacidade de
aceitação tecnológica, a existência de condições facilitadoras e a atitude face à RA
demonstrada pelos hóspedes dos hotéis de 4 e 5 estrelas da Região de Lisboa. Os resultados
obtidos revelam níveis positivos das variáveis do modelo, permitindo afirmar que, de acordo
com o estudo desenvolvido, os hóspedes visados apresentam as características e
condicionantes favoráveis à adoção e utilização da RA e reconhecem o seu potencial de
aplicação no contexto hoteleiro.
Foi igualmente analisada a forma como estes hóspedes percepcionam o impacto da RA na sua
experiência, satisfação e futuras decisões de escolha, retorno e/ou recomendação, registandose
uma afetação positiva da RA ao nível da experiência, satisfação e intenções futuras.
A investigação pretende ainda criar as bases para o desenvolvimento de um conjunto de
propostas e soluções de RA capazes de proporcionar uma experiência integrada e dinâmica,
atuando enquanto componente diferenciadora e vantagem competitiva para oferta hoteleira
em Lisboa.
The dissertation “Augmented Reality in the Hotel Business: Application Potential Perceived by the 4 and 5 Star Hotel Guests in the Lisbon region” has the objective of contributing to the further development of the knowledge pertaining the applications and potentials of Augmented Reality (AR) applied to the hotel setting. AR applications and solutions enable the addition and overlaying of new digital information layers onto the real world and, driven by the latest technological advances, is becoming more and more common in various areas of activity. This capability of augmenting real environments can be used and applied in different ways, for instance, increasing a users’ knowledge about the surrounding environment, assisting a worker in a specific task or assembly process or making static contents become dynamic and interactive. The use and implementation of AR on the hotel setting has a tendency of becoming more common as guests’ technological skills increase and their expectations rise during the decision making and booking process and the experiential value and component of the hotel business becomes more relevant, directly affecting guests satisfaction and future intentions. An adaptation of the TRAM model was used in order to determine the targeted guests’ technology readiness and acceptance, the existence of facilitating conditions and attitude towards AR. The results show positive results across these variables, revealing that the guests of upscale hotels in the Lisbon region show the necessary characteristics and conditions for the adoption and use of AR and acknowledge it’s application potential in a hotel setting. Thus, this study addresses how guests perceive the impact of AR applications in their experiences, satisfaction and future decisions on hotel choice, return and/or recommendation. The results show a positive affect of AR in guests’ experiences, satisfaction and futures intentions. The study also sets out to create the bases for the development of a set of AR application proposals and solutions capable of providing an integrated and dynamic experience and becoming a differentiating and competitive advantage for the Lisbon hotel supply.
The dissertation “Augmented Reality in the Hotel Business: Application Potential Perceived by the 4 and 5 Star Hotel Guests in the Lisbon region” has the objective of contributing to the further development of the knowledge pertaining the applications and potentials of Augmented Reality (AR) applied to the hotel setting. AR applications and solutions enable the addition and overlaying of new digital information layers onto the real world and, driven by the latest technological advances, is becoming more and more common in various areas of activity. This capability of augmenting real environments can be used and applied in different ways, for instance, increasing a users’ knowledge about the surrounding environment, assisting a worker in a specific task or assembly process or making static contents become dynamic and interactive. The use and implementation of AR on the hotel setting has a tendency of becoming more common as guests’ technological skills increase and their expectations rise during the decision making and booking process and the experiential value and component of the hotel business becomes more relevant, directly affecting guests satisfaction and future intentions. An adaptation of the TRAM model was used in order to determine the targeted guests’ technology readiness and acceptance, the existence of facilitating conditions and attitude towards AR. The results show positive results across these variables, revealing that the guests of upscale hotels in the Lisbon region show the necessary characteristics and conditions for the adoption and use of AR and acknowledge it’s application potential in a hotel setting. Thus, this study addresses how guests perceive the impact of AR applications in their experiences, satisfaction and future decisions on hotel choice, return and/or recommendation. The results show a positive affect of AR in guests’ experiences, satisfaction and futures intentions. The study also sets out to create the bases for the development of a set of AR application proposals and solutions capable of providing an integrated and dynamic experience and becoming a differentiating and competitive advantage for the Lisbon hotel supply.
Description
Keywords
Hotelaria Realidade aumentada Tecnologia Inovação Hotel business Augmented reality Technology Innovation