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Publication
Otimização do alojamento local e da experiência do usuário através do estudo dos conceitos de Branding e Marketing Digital
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 6.62 MB | Adobe PDF |
Abstract(s)
Neste artigo é salientada a importância da criação e desenvolvimento de uma imagem de marca dentro do setor da Hospitalidade, em detalhe no mercado do Alojamento Local, sublinhando a necessidade de implementação de estratégias organizadas com vista a aumentar desde a visibilidade e notoriedade da marca até à relação e fidelização dos seus consumidores. O investimento nestas áreas parece ser relevante de forma a evitar efeitos negativos a longo prazo, como a perda de competitividade e a diminuição da perceção da marca. A investigação irá adotar metodologias tanto de nível quantitativo como qualitativo com o objetivo de compreender o impacto destas estratégias no setor do Alojamento Local, visando uma maior notoriedade, confiança e fidelização dos hóspedes, e consequentemente uma maior rentabilidade sobre os estabelecimentos de Alojamento Local.
This article highlights the importance of creating and developing a brand image within the hospitality sector, in the tourist accommodation market, underlining the need to implement organized strategies with a view towards increasing the visibility and awareness of the brand, as well as the relationship and loyalty of its customers. Investment in these areas seems relevant to avoid long-term negative effects, such as loss of competitiveness and decreased brand perception. The research will adopt both quantitative and qualitative methodologies to understand the impact of these strategies on the Tourist Accommodation market, with a view to increasing brand awareness, trust and guest loyalty, and consequently greater profitability for Tourist Accommodation businesses.
This article highlights the importance of creating and developing a brand image within the hospitality sector, in the tourist accommodation market, underlining the need to implement organized strategies with a view towards increasing the visibility and awareness of the brand, as well as the relationship and loyalty of its customers. Investment in these areas seems relevant to avoid long-term negative effects, such as loss of competitiveness and decreased brand perception. The research will adopt both quantitative and qualitative methodologies to understand the impact of these strategies on the Tourist Accommodation market, with a view to increasing brand awareness, trust and guest loyalty, and consequently greater profitability for Tourist Accommodation businesses.
Description
Keywords
Branding Marketing digital User experience Comunicação Alojamento local