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Publication
Os Guest Reviews no processo de decisão de reserva num hotel: o caso português
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 9.25 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Os comentários de satisfação de clientes estiveram anos perdidos em departamentos de qualidade mas atualmente são completamente virais e fogem ao controlo dos gestores hoteleiros pois resultam de websites de comentários que privilegiam a relação entre consumidores e partilha de opiniões e experiencias a uma escala global.
Esta realidade pode revelar-se benéfica na promoção de um hotel ou, por outro lado, bastante inconveniente. A forma como os gestores hoteleiros lidam com esta realidade e gerem a qualidade do serviço, a satisfação dos seus clientes e a reputação online é crucial para o sucesso do negócio.
O presente estudo pretende aferir a importância dos comentários online no sucesso de um hotel e encontrar uma relação entre os comentários online e a sua influência no comportamento dos consumidores no processo de decisão de reserva num Hotel.
Para este objetivo foi efetuado um inquérito a 517 consumidores portugueses utilizadores de internet e clientes de hotéis no último ano e os resultados permitem concluir que mais de 87% dos inquiridos consultam websites de comentários antes de efetuar reserva num hotel, 81% em caso de dúvida entre hotéis com preço idêntico escolhem o que tem melhores comentários, 79% dos inquiridos afirmam que não escolheriam um hotel com comentários negativos e perto de 77% afirmam que estariam dispostos a pagar mais para escolher um hotel com melhores comentários.
Os websites de comentários mais utilizados pelos inquiridos são a booking.com com mais de 52% das preferências, seguido pela tripadvisor.com com perto de 36%.
Sobre os fatores de decisão na escolha de um hotel os guest reviews aparecem como 2º fator mais importante numa lista de 11, com uma média de respostas de 4 numa escala de 1 a 5 apenas superado pelo fator “preço e promoções” com 4,2 e acima da “opinião de familiares e amigos” com 4 e bastante acima de fatores com a “marca” em 6º lugar com 3,4; “página do hotel nas redes sociais” em 7º lugar com 2,9 e “programa de fidelização” em 9º lugar com 2,4.
The customer satisfaction reviews have been lost in quality departments but now they are completely viral and completely beyond the control of hoteliers as result of guest reviews websites that focus on the relationship between consumers that share opinions and hotel experiences on a global scale . This reality can reveals benefic on promoting the hotels or can be quiet inconvenient. The way hoteliers deal with this fact and manage the quality of service, guest satisfaction and online reputation in crucial do business success. The present study aims to assess the importance of online reviews on the success of a hotel and find a relationship between the online reviews and their influence on the consumer behavior in the decision-making process of booking a Hotel. For this purpose an inquiry was made to 517 Portuguese consumers, all internet users and hotel guests in the last year and the results allows to conclude that more than 87% of respondents browse guest reviews websites before booking a hotel, 80.9% in case of doubt between hotels with identical price choose what's with better reviews and 79% of respondents claim they don't choose a hotel with negative reviews and about 77% claim that they would be willing to pay more to choose a hotel with better online reviews. The most popular guest reviews websites used by the respondents are booking.com with more than 52% of preferences, followed by tripadvisor.com with about 36%. About the decision factors in choosing a hotel the guest reviews appear as second most important factor in a list of 11, with a response average of 4 on a scale of 1 to 5 only surpassed by "price and promotions" with 4.2 and above the factor "family and friends opinion" in 3rd place with 4 and also above the factors "brand" in 6th place with 3.4; “social networks hotel page” in 7th place with 2.9 and “hotel loyalty program” in 9th place with 2.4.
The customer satisfaction reviews have been lost in quality departments but now they are completely viral and completely beyond the control of hoteliers as result of guest reviews websites that focus on the relationship between consumers that share opinions and hotel experiences on a global scale . This reality can reveals benefic on promoting the hotels or can be quiet inconvenient. The way hoteliers deal with this fact and manage the quality of service, guest satisfaction and online reputation in crucial do business success. The present study aims to assess the importance of online reviews on the success of a hotel and find a relationship between the online reviews and their influence on the consumer behavior in the decision-making process of booking a Hotel. For this purpose an inquiry was made to 517 Portuguese consumers, all internet users and hotel guests in the last year and the results allows to conclude that more than 87% of respondents browse guest reviews websites before booking a hotel, 80.9% in case of doubt between hotels with identical price choose what's with better reviews and 79% of respondents claim they don't choose a hotel with negative reviews and about 77% claim that they would be willing to pay more to choose a hotel with better online reviews. The most popular guest reviews websites used by the respondents are booking.com with more than 52% of preferences, followed by tripadvisor.com with about 36%. About the decision factors in choosing a hotel the guest reviews appear as second most important factor in a list of 11, with a response average of 4 on a scale of 1 to 5 only surpassed by "price and promotions" with 4.2 and above the factor "family and friends opinion" in 3rd place with 4 and also above the factors "brand" in 6th place with 3.4; “social networks hotel page” in 7th place with 2.9 and “hotel loyalty program” in 9th place with 2.4.
Description
Keywords
Gestão Hoteleira Satisfação de Clientes Qualidade Serviço Comportamento consumidor Processo de Decisão de Reserva Hotel Management Guest Satisfaction Quality Service Consumer Behaviour Booking Decision Process,