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Publication
"Marketing Online: A Importância do Web Marketing no Sector Hoteleiro"- Caso: Azoris Hotels & Leisure
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.84 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos últimos anos, tem sido possível observar o sector turístico e hoteleiro num contexto dominado pela multifuncionalidade do marketing online. A internet e os canais digitais têm vindo a permitir às empresas marcar a presença no mundo digital através de estratégias com qualidade e eficiência de marketing online, levando-as ao encontro das novas tendências, procuras e necessidades dos consumidores. A Região Autónoma dos Açores, presenciou, nos últimos 2 anos, um aumento acentuado no turismo, desde a liberalização do espaço aéreo às companhias low cost, levando a que as empresas, do sector hoteleiro, apostem, mais do que nunca, em estratégias de marketing online, mais concretamente de web marketing, de forma a aumentar o interesse na compra dos serviços e criar um sentimento de segurança no processo de decisão. Como tal, é necessário compreender em que medida é que o web marketing influencia os atuais e futuros clientes no processo de decisão do sector hoteleiro, visto que a qualidade dos serviços já não depende somente de fatores corpóreos como a hospitalidade, segurança ou clima.
In the past years, thanks to the Online Marketing multifunctionality, it's possible to see all the tourism and hotel sector potential. The internet and all its channels created excellent conditions to any company who can now, thanks to the Online Marketing Strategies, provide any needs and demands from all the consumers. The Azores Autonomous Region, has seen, in the last two years, a relevant increase regarding tourism numbers. From the Airspace Liberalization to the low-cost companies, which led to an increase in the use of online marketing strategies from the hotel industry companies, so they could increase their sales and also create a sense of security in the decision-making process. Because of these facts, it's important to understand how Web Marketing makes an impact regarding the consumers decision when it comes to choosing a Hotel company, specially since we know the decision doesn't depend exclusively on the usual concepts of hospitality, security and climate.
In the past years, thanks to the Online Marketing multifunctionality, it's possible to see all the tourism and hotel sector potential. The internet and all its channels created excellent conditions to any company who can now, thanks to the Online Marketing Strategies, provide any needs and demands from all the consumers. The Azores Autonomous Region, has seen, in the last two years, a relevant increase regarding tourism numbers. From the Airspace Liberalization to the low-cost companies, which led to an increase in the use of online marketing strategies from the hotel industry companies, so they could increase their sales and also create a sense of security in the decision-making process. Because of these facts, it's important to understand how Web Marketing makes an impact regarding the consumers decision when it comes to choosing a Hotel company, specially since we know the decision doesn't depend exclusively on the usual concepts of hospitality, security and climate.
Description
Keywords
Hotelaria Comunicação Online Marketing Online Web Marketing