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Publication
Análise aos comentários do prosumer na plataforma Tripadvisor: o caso dos Top 10 restaurantes em Lisboa
| Name: | Description: | Size: | Format: | |
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| 2.91 MB | Adobe PDF |
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Abstract(s)
Este estudo foi realizado com o objetivo de interligar a área de Marketing Digital com a Plataforma “Tripadvisor”, a fim de compreender o impacto da utilização da aplicação em questão com os critérios de escolha de um restaurante por parte do consumidor.
As redes sociais e plataformas de avaliação exercem uma presença cada vez mais vincada na vida do consumidor e tornam-se já parte do seu dia-a-dia. A presente investigação pretende dar a conhecer de que forma a utilização da plataforma de avaliação em concreto contribui para a experiência gastronómica do utilizador e escolha da mesma. Deste modo, analisam-se 150 comentários do Top 10 restaurantes do Tripadvisor da região de Lisboa, onde é abordada a análise de conteúdo temática. Será medida a frequência e polaridade (também por género) das categorias: qualidade da comida; preço; ambiente; qualidade do serviço; rapidez; limpeza/higiene; variedade do menu; apresentação do prato; localização e horário de funcionamento.
This study was carried out with the objective of interconnecting the Digital Marketing area with the Tripadvisor Platform to understand the impact of the use of the application in question with the criteria of the choice of a restaurant by the consumer. The Social networks and evaluation platforms have an increasingly significant presence in the life of the consumer and are already part of their day-to-day life. The present research aims to show how the use of the evaluation platform in concrete contributes to the user's gastronomic experience and choice. In this way, 150 comments of the Top 10 restaurants of Tripadvisor in the region of Lisbon are analysed, where the thematic content analysis is approached. The frequency and polarity (by gender) of the categories will be measured: food quality; price; environment; service quality; quickness; cleaning/hygiene; the variety of menu; presentation of the dish; location and opening hours.
This study was carried out with the objective of interconnecting the Digital Marketing area with the Tripadvisor Platform to understand the impact of the use of the application in question with the criteria of the choice of a restaurant by the consumer. The Social networks and evaluation platforms have an increasingly significant presence in the life of the consumer and are already part of their day-to-day life. The present research aims to show how the use of the evaluation platform in concrete contributes to the user's gastronomic experience and choice. In this way, 150 comments of the Top 10 restaurants of Tripadvisor in the region of Lisbon are analysed, where the thematic content analysis is approached. The frequency and polarity (by gender) of the categories will be measured: food quality; price; environment; service quality; quickness; cleaning/hygiene; the variety of menu; presentation of the dish; location and opening hours.
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Keywords
Prosumer E-Wom Plataformas de avaliação Tripadvisor Análise de conteúdo