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A influência do Instagram e do valor experiencial na lealdade dos clientes de Hotéis de luxo em Portugal
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Este projeto aborda o tema sobre a influência que o Instagram e o valor experiencial tem na lealdade dos clientes dos hotéis de luxo em Portugal. Para se compreender o tema e as suas envolventes foi feita uma revisão da literatura onde foram abordados temas criados e estudados por outros autores, tais como o marketing e a sua evolução; o conceito de marketing digital; as redes sociais em geral, a sua importância e a contextualização da rede social: Instagram; o conceito de hotéis de luxo e a importância das redes sociais nesse setor; a relação entre as redes sociais e o consumidor de luxo, as dimensões do valor experiencial. De seguida, foi elaborado e aplicado o questionário aos inquiridos que frequentam habitualmente os hotéis de luxo e que seguem o Instagram das respetivas marcas. Os dados de 377 inquiridos foram analisados e o estudo constatou que o Valor Social, a atividade do Instagram e o valor Cognitivo tem influência na Lealdade dos clientes dos hotéis de luxo. Adversamente ao que se esperava, o Valor Hedónico e o Valor Ético não tem influência sobre a fidelização dos clientes, uma vez que os consumidores de luxo procuram produtos e serviços com prestígio e valor social.
This project addresses the issue of the influence of Instagram and experiential value on customer loyalty in luxury hotels in Portugal. In order to understand the topic and its surroundings, a literature review was carried out, addressing topics created and studied by other authors, such as marketing and its evolution; the concept of digital marketing; social networks in general, their importance and the contextualization of the social network: Instagram; the concept of luxury hotels and the importance of social networks in this sector; the relationship between social networks and the luxury consumer, the dimensions of experiential value. The questionnaire was then designed and administered to respondents who habitually visit luxury hotels and follow the Instagram accounts of the respective brands. The data from 377 respondents was analyzed and the study found that Social value, Instagram activity and Cognitive value have an influence on the loyalty of luxury hotel customers. Adversely to what was expected, Hedonic value and Ethical value have no influence on customer loyalty, since luxury consumers look for products and services with prestige and social value.
This project addresses the issue of the influence of Instagram and experiential value on customer loyalty in luxury hotels in Portugal. In order to understand the topic and its surroundings, a literature review was carried out, addressing topics created and studied by other authors, such as marketing and its evolution; the concept of digital marketing; social networks in general, their importance and the contextualization of the social network: Instagram; the concept of luxury hotels and the importance of social networks in this sector; the relationship between social networks and the luxury consumer, the dimensions of experiential value. The questionnaire was then designed and administered to respondents who habitually visit luxury hotels and follow the Instagram accounts of the respective brands. The data from 377 respondents was analyzed and the study found that Social value, Instagram activity and Cognitive value have an influence on the loyalty of luxury hotel customers. Adversely to what was expected, Hedonic value and Ethical value have no influence on customer loyalty, since luxury consumers look for products and services with prestige and social value.
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Palavras-chave
Marketing Marketing digital Redes Sociais Hotéis de Luxo Valor experiencial