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Publication
O Impacte dos Social Media Marketing no Brand Awareness das Unidades Hoteleiras: os Hotéis de 4 e 5 Estrelas da Área Metropolitana de Lisboa
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| 2.9 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O conceito de Social Media Marketing pode traduzir-se pelo processo de obtenção de informações
nas plataformas digitais, tendo vindo a ganhar cada vez mais importância para o setor hoteleiro,
na medida em que cada vez mais hotéis estão a adotar esta ferramenta, devido aos seus benefícios.
Considerando a relevância desta temática, esta investigação procura compreender qual o impacte
dos Social Media Marketing no Brand Awareness das unidades hoteleiras de quatro e de cinco
estrelas da Área Metropolitana de Lisboa.
Numa primeira instância, este estudo pretende compreender o contexto em que se inserem os
Social Media Marketing na hotelaria, sendo para tal desenvolvida uma profunda pesquisa de
revisão bibliográfica, na qual se deve garantir que as fontes utilizadas sejam adequadas e atuais.
A investigação visa examinar os principais métodos dos hotéis de quatro e de cinco estrelas da
Área Metropolitana de Lisboa, no que se refere à forma como estes utilizam os Social Media.
Para tal, foi desenvolvida uma análise de conteúdo das redes sociais de alguns empreendimentos
hoteleiros inseridos nestas categorias, através da qual foi possível concluir que estes poderiam
melhorar o seu aproveitamento nos Social Media, através da publicação diária de conteúdos e da
resposta a todos os comentários partilhados nestas plataformas pelos seus seguidores.
O inquérito por questionário foi também aplicado e possibilitou a recolha de dados que
acrescentaram valor a este estudo. Foi possível concluir que os Social Media Marketing são
fundamentais para as unidades hoteleiras aumentarem a sua visibilidade, para criarem relações
fortes com os consumidores e para aumentarem as vendas das empresas.
Na fase final do estudo foram retiradas todas as conclusões e foi respondida a questão de partida
formulada inicialmente, considerando os objetivos definidos nesta dissertação. Apesar desta ser
uma ferramenta relativamente recente em Portugal, concluiu-se que os Social Media Marketing
estão a ter um impacte positivo no Brand Awareness dos hotéis de quatro e de cinco estrelas da
Área Metropolitana de Lisboa, contribuindo para uma melhor interação com os hóspedes e,
consequente, fidelização dos mesmos, para a promoção eficaz das marcas hoteleiras e, por fim,
para o melhoramento do desempenho financeiro dos hotéis.
The concept of "Social Media Marketing" can be defined as the process of obtaining information on Social Media. Its importance has become crucial for Hospitality and several hotels are adopting this instrument due to its benefits. Considering the importance of this subject, this research seeks to understand the impact of Social Media Marketing in the Brand Awareness of four and five star hotels in the Lisbon Metropolitan Area. Initially, this investigation aims to analyse the context in which Social Media Marketing is applied in the Hospitality Sector. To this end, a deep literature review research was developed, in which the sources used were appropriate and relevant. The research aims to analyse the principal methods of Social Media Marketing used by four and five star hotels in the Lisbon Metropolitan Area. To achieve the goals of the research, a content analysis of Social Media was developed about some hotels inserted in these categories. It was possible to determinate that hotels should improve their performance on Social Media, by posting daily contents and replying to all the comments shared on these platforms by their followers. As far as the method of data collection is concerned, the application of an online survey enabled to collect valuable information to this study. It was possible to conclude that Social Media Marketing is essential for hotels to increase their visibility, to create strong relationships with their customers and to increase the company sales. In the final phase of the research, the initial question has been addressed, considering the objectives proposed in this study. Although this is a new method in Portugal, it has been concluded that Social Media Marketing is having a positive impact on Brand Awareness of four and five star hotels in the Lisbon Metropolitan Area, leading to better interaction with guests and, consequently, their loyalty to the hotels, to the efficient promotion of hotel brands and, finally, to the improvement of the hotels' financial performance.
The concept of "Social Media Marketing" can be defined as the process of obtaining information on Social Media. Its importance has become crucial for Hospitality and several hotels are adopting this instrument due to its benefits. Considering the importance of this subject, this research seeks to understand the impact of Social Media Marketing in the Brand Awareness of four and five star hotels in the Lisbon Metropolitan Area. Initially, this investigation aims to analyse the context in which Social Media Marketing is applied in the Hospitality Sector. To this end, a deep literature review research was developed, in which the sources used were appropriate and relevant. The research aims to analyse the principal methods of Social Media Marketing used by four and five star hotels in the Lisbon Metropolitan Area. To achieve the goals of the research, a content analysis of Social Media was developed about some hotels inserted in these categories. It was possible to determinate that hotels should improve their performance on Social Media, by posting daily contents and replying to all the comments shared on these platforms by their followers. As far as the method of data collection is concerned, the application of an online survey enabled to collect valuable information to this study. It was possible to conclude that Social Media Marketing is essential for hotels to increase their visibility, to create strong relationships with their customers and to increase the company sales. In the final phase of the research, the initial question has been addressed, considering the objectives proposed in this study. Although this is a new method in Portugal, it has been concluded that Social Media Marketing is having a positive impact on Brand Awareness of four and five star hotels in the Lisbon Metropolitan Area, leading to better interaction with guests and, consequently, their loyalty to the hotels, to the efficient promotion of hotel brands and, finally, to the improvement of the hotels' financial performance.
Description
Keywords
Brand awareness Hotelaria Influenciadores digitais Online reviews Social media marketing Digital influencers Hospitality