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O Look to Book como Ferramenta de Gestão: Uma Abordagem Baseada em Dados no Setor Turístico
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| 2.49 MB | Adobe PDF |
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Abstract(s)
No atual contexto da economia digital, a medição de métricas de desempenho tornou-se crucial para apoiar a gestão e a tomada de decisão. No setor do turismo, esta necessidade é ainda mais evidente, dado o peso das plataformas digitais de pesquisa e reserva no percurso do consumidor e a multiplicidade de fatores que moldam a conversão. Entre as métricas disponíveis, o rácio Look to Book (L2B) mede a eficácia de conversão, ao expressar a proporção de pesquisas que resultam em reservas. Isoladamente, esta métrica traduz a relação entre procura e ação. No entanto, em articulação com variáveis como preço, tipologia de quarto ou regime alimentar, permite compreender padrões de conversão com maior profundidade.
A presente dissertação tem como objetivo central identificar os fatores que influenciam significativamente o rácio L2B. Para tal, foi utilizada uma base de dados real do setor turístico, correspondente ao mês de dezembro de 2024, à qual foram aplicados modelos de regressão linear múltipla, com o objetivo de testar a associação entre o rácio e um conjunto de variáveis explicativas.
Com base nos resultados obtidos, observa-se que o preço médio tem efeito negativo na conversão, enquanto determinadas tipologias de quarto e regimes alimentares mostram impactos positivos. Verificou-se ainda um resultado inesperado nas tarifas não reembolsáveis, cuja influência positiva contrasta com o esperado. No seu conjunto, os fatores apresentam magnitudes próximas, o que reforça o carácter multifatorial do L2B.
Em termos de contributos, a nível académico, a investigação acrescenta evidência empírica à literatura sobre métricas de conversão, ao oferecer uma análise quantitativa que enriquece a compreensão do L2B e dos fatores que o influenciam. Do ponto de vista da gestão, o estudo demonstra a utilidade e o potencial do L2B enquanto ferramenta de apoio à decisão, que disponibiliza orientações práticas que podem sustentar estratégias de marketing, operações e revenue management. Para além disso, destaca-se a sua relevância para o Business Intelligence, ao oferecer um indicador capaz de ser integrado em dashboards e sistemas de monitorização, o que potencia uma gestão mais analítica e orientada por dados.
In the current context of the digital economy, the measurement of performance metrics has become crucial to support management and decision-making. This is especially relevant in the tourism sector, where digital platforms are central to the search and booking process and where multiple factors shape conversion outcomes. The Look to Book (L2B) ratio captures the efficiency with which searches are converted into bookings. While it reflects the link between demand and action on its own, when analyzed together with variables such as price, room type, or meal plan, it provides valuable insights into conversion dynamics. The main objective of this dissertation is to identify the factors that significantly influence the L2B ratio. For this purpose, a real dataset from the tourism sector, covering December 2024, was analyzed using multiple linear regression models to assess the association between the ratio and a set of explanatory variables. The results indicate that average price exerts a negative effect on conversion, whereas certain room types and meal plans have positive impacts. An unexpected outcome emerged with non-refundable rates, whose positive influence contrasts with conventional expectations in the literature. Overall, the factors display comparable magnitudes, underscoring the multifactorial nature of the L2B. This study makes two main contributions. From an academic perspective, it provides empirical evidence that enriches the literature on conversion metrics through a quantitative analysis of the L2B and its determinants. From a managerial standpoint, it highlights the utility and potential of the L2B as a decision-support tool, offering practical guidance for strategies in marketing, operations, and revenue management. Moreover, its relevance for Business Intelligence is emphasized, as the ratio can be integrated into dashboards and monitoring systems, fostering more analytical and data-driven management practices.
In the current context of the digital economy, the measurement of performance metrics has become crucial to support management and decision-making. This is especially relevant in the tourism sector, where digital platforms are central to the search and booking process and where multiple factors shape conversion outcomes. The Look to Book (L2B) ratio captures the efficiency with which searches are converted into bookings. While it reflects the link between demand and action on its own, when analyzed together with variables such as price, room type, or meal plan, it provides valuable insights into conversion dynamics. The main objective of this dissertation is to identify the factors that significantly influence the L2B ratio. For this purpose, a real dataset from the tourism sector, covering December 2024, was analyzed using multiple linear regression models to assess the association between the ratio and a set of explanatory variables. The results indicate that average price exerts a negative effect on conversion, whereas certain room types and meal plans have positive impacts. An unexpected outcome emerged with non-refundable rates, whose positive influence contrasts with conventional expectations in the literature. Overall, the factors display comparable magnitudes, underscoring the multifactorial nature of the L2B. This study makes two main contributions. From an academic perspective, it provides empirical evidence that enriches the literature on conversion metrics through a quantitative analysis of the L2B and its determinants. From a managerial standpoint, it highlights the utility and potential of the L2B as a decision-support tool, offering practical guidance for strategies in marketing, operations, and revenue management. Moreover, its relevance for Business Intelligence is emphasized, as the ratio can be integrated into dashboards and monitoring systems, fostering more analytical and data-driven management practices.
Description
Keywords
Look to Book Gestão Turismo Business Intelligence Regressão Linear Múltipla