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Publication
A influĂȘncia da realidade aumentada no Brand Love e Brand Loyalty na indĂșstria hoteleira
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.78 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
No Ăąmbito do mestrado em GestĂŁo de Empresas, realizado no Instituto Superior de
Administração e Gestão (ISAG), o presente trabalho teve como objetivo principal deste
trabalho Ă© demonstrar o impacto que a utilização da tecnologia âRealidade Aumentadaâ
pode vir a ter no amor Ă marca e lealdade do consumidor no Ăąmbito da IndĂșstria
Hoteleira. Apesar de existirem vĂĄrios estudos sobre o potencial desta tecnologia e as
formas de ser utilizada, o impacto que a mesma tem sobre o amor Ă marca nesta ĂĄrea,
ainda nĂŁo foi aprofundado.
Através deste estudo, foi demonstrado que a Realidade Aumentada possui um efeito
positivo relativamente ao Brand Love e Ă Brand Loyalty na indĂșstria hoteleira,
especialmente atravĂ©s das experiĂȘncias que proporciona ao consumidor. A facilidade
de uso e os fatores facilitadores também são cruciais a criação de uma ligação
emocional com esta tecnologia. Para além disto, os resultados obtidos também nos
indicaram que a realidade aumentada tem sim impacto na intenção de compra e retorno
a um hotel. Desta forma, conseguimos concluir no presente trabalho a relevĂąncia que a
Realidade Aumentada tem para a indĂșstria hoteleira.
For conclusion of master's degree in business management, at Instituto Superior de Administração e Gestão (ISAG), the present document was elaborated with the main objective of this study is to demonstrate the impact that the use of "Augmented Reality" technology can have on Brand Love within the Hospitality Industry. Although there are several studies on the potential of this technology and ways it can be used, its impact on Brand Love in this area has yet to be thoroughly explored. Through this study, it was showed that Augmented Reality has a positive effect on Brand Love and Brand Loyalty within the hospitality industry. Ease of use and facilitating factors are also crucial in creating an emotional connection with this technology. Furthermore, the results obtained also indicated that augmented reality does indeed impact the intention to purchase and return to a hotel. This study concludes with the relevance that Augmented Reality holds for the hospitality industry.
For conclusion of master's degree in business management, at Instituto Superior de Administração e Gestão (ISAG), the present document was elaborated with the main objective of this study is to demonstrate the impact that the use of "Augmented Reality" technology can have on Brand Love within the Hospitality Industry. Although there are several studies on the potential of this technology and ways it can be used, its impact on Brand Love in this area has yet to be thoroughly explored. Through this study, it was showed that Augmented Reality has a positive effect on Brand Love and Brand Loyalty within the hospitality industry. Ease of use and facilitating factors are also crucial in creating an emotional connection with this technology. Furthermore, the results obtained also indicated that augmented reality does indeed impact the intention to purchase and return to a hotel. This study concludes with the relevance that Augmented Reality holds for the hospitality industry.
Description
Keywords
Amor Ă Marca IndĂșstria Hoteleira Intenção de Compra Lealdade Realidade Aumentada