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Análise das intenções e motivações dos hóspedes de hostels em realizar divulgação 'boca a boca'
| Name: | Description: | Size: | Format: | |
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| 2.32 MB | Adobe PDF |
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Abstract(s)
A divulgação é importante para qualquer empresa. No setor hoteleiro, o consumidor ganhou mais poder, e, para que as empresas se possam destacar, precisam de se adaptar e mostrar ao público, de forma atraente, que o que eles procuram está na empresa. Este trabalho tem como objetivo abordar o marketing boca a boca, traçar o perfil dos hóspedes que se alojam em hostels e suas intenções de divulgar o estabelecimento para seus amigos e familiares. A escolha deste tipo de alojamento se deu pelo aumento dessas unidades nos últimos anos e a sua importância para o setor hoteleiro. Os hostels fogem um pouco da hotelaria tradicional, apesar de oferecer um serviço parecido, estes alojamentos vêm ganhando cada vez mais o público. Além de ter o fator atrativo: preço, o serviço é bem parecido com o de um hotel, o que muda são os quartos e casa de banho partilhada. O hostel deixou de ser apenas alojamento para jovens mochileiros e ganhou todos os públicos.
Foram analisadas 39 variáveis, que foram explicadas com recurso às representações gráficas da estatística descritiva. Destas variáveis, 31 delas foram avaliadas com recurso à Análise Fatorial exploratória, permitindo a identificação de 8 fatores. Assim, 11 variáveis permitiram a contrução dos fatores: conveniência e humano. Estes 2 fatores, explicam 64,7% da variância total. 12 variáveis permitiram a construção dos fatores: alojamento; apoio e económico. Estes 3 fatores explicam 81,7% da variância total. 8 variáveis permitiram a construção dos fatores: usufruto e boca-a-boca. Estes 2 fatores explicam 84,5% da variância total.
Disclosure is important to any company, especially in the hotel industry. The consumer has gained more power and in order to stand out you need to adapt and show the public in an attractive way that what they are looking for in the company. This paper aims to address word-of-mouth marketing, profile guests staying at a hostel and their intentions to publicize the establishment to their friends and family. The choice of this type of accommodation was due to the increase of these units in recent years and its importance to the hotel sector. Hostels are a bit out of touch with traditional hospitality, although they offer a similar service, these hostels are increasingly gaining the public. Besides having the attractive price factor, the service is very similar to that of a hotel, what changes are the rooms and shared bathroom. The hostel is no longer just accommodation for young backpackers and has won all audiences. 39 variables were analyzed, which were explained using graphical representations of descriptive statistics. Of these variables, 31 of them were evaluated using exploratory factor analysis, allowing the identification of 8 factors. Thus, 11 variables allowed the construction of the factors: convenience and human. These 2 factors explain 64.7% of the total variance. 12 variables allowed the construction of the factors: accommodation; supportive and economical. These 3 factors explain 81.7% of the total variance. 8 variables allowed the construction of the factors: usufruct and word-of-mouth. These 2 factors explain 84.5% of the total variance.
Disclosure is important to any company, especially in the hotel industry. The consumer has gained more power and in order to stand out you need to adapt and show the public in an attractive way that what they are looking for in the company. This paper aims to address word-of-mouth marketing, profile guests staying at a hostel and their intentions to publicize the establishment to their friends and family. The choice of this type of accommodation was due to the increase of these units in recent years and its importance to the hotel sector. Hostels are a bit out of touch with traditional hospitality, although they offer a similar service, these hostels are increasingly gaining the public. Besides having the attractive price factor, the service is very similar to that of a hotel, what changes are the rooms and shared bathroom. The hostel is no longer just accommodation for young backpackers and has won all audiences. 39 variables were analyzed, which were explained using graphical representations of descriptive statistics. Of these variables, 31 of them were evaluated using exploratory factor analysis, allowing the identification of 8 factors. Thus, 11 variables allowed the construction of the factors: convenience and human. These 2 factors explain 64.7% of the total variance. 12 variables allowed the construction of the factors: accommodation; supportive and economical. These 3 factors explain 81.7% of the total variance. 8 variables allowed the construction of the factors: usufruct and word-of-mouth. These 2 factors explain 84.5% of the total variance.
Description
Keywords
Hostel Boca a boca Hostel Marketing Word of mouth