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Publication
A localização das páginas Internet dos hotéis de 4 e 5 estrelas a operar no Algarve
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.6 MB | Adobe PDF |
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Abstract(s)
A presença na internet tem uma grande importância comercial na operação de um hotel. Dentro das múltiplas possibilidades de promover vendas pela internet, a página web do próprio hotel surge como uma opção com diversas vantagens, reduzindo custos com intermediários e possibilitando o controlo sobre a comunicação com o cliente. Mas perante o carater internacional da operação hoteleira, a presença web tem que ser adaptada aos clientes de diversas línguas e culturas, o que significa que as páginas web, para além de serem traduzidas, têm que ser localizadas.
Nesta dissertação elencam-se as recomendações para uma correta localização de páginas web indicadas por entidades oficiais e pela literatura. O resultado é uma lista de parâmetros para a correta localização de páginas web. Essa lista de parâmetros é uma ferramenta de trabalho para a verificação da qualidade de páginas web internacionais.
Posteriormente, são analisadas as páginas web dos hotéis de 4 e 5 estrelas do Algarve, verificando-se o cumprimento de 18 dos parâmetros enumerados aplicando o modelo de análise da “standards inspection” de Nielsen (1994).
Os resultados demonstram que as páginas web se orientam nos mercados emissores no que toca à escolha das línguas, mas que o cumprimento médio dos parâmetros para a sua localização é baixo. Das 126 páginas web analisadas, somente 3 cumprem mais do que 15 dos 18 parâmetros, e a média geral no cumprimento é de 63,27%.
Internet presence is of great commercial importance in the operation of a hotel. Within the multiple possibilities of promoting sales through the internet, the hotel's own website is an option with several advantages, reducing costs with intermediaries and enabling control over customer communication. But due to the international character of the hotel operation, the web presence has to be adapted to the clients in terms of language and culture, which means that the web pages, besides being translated, have to be localized. This masters dissertation collects the recommendations for a correct localization of official entities and literature. The result is a list of parameters for the correct localization of international web pages. This list of parameters is a working tool for checking the quality of an international web page. Subsequently, the compliance of the list of parameters is verified in the web pages of 4 and 5 star hotels in the Algarve, applying the standard inspection analysis model by Nielsen (1994). The results show that the choice of languages available in the web pages is made according to the main issuing markets, and that the average compliance of the parameters is low. Only 3 of the 126 web pages analysed meet more than 15 of the 18 parameters, and the overall average of compliance is 63.27%.
Internet presence is of great commercial importance in the operation of a hotel. Within the multiple possibilities of promoting sales through the internet, the hotel's own website is an option with several advantages, reducing costs with intermediaries and enabling control over customer communication. But due to the international character of the hotel operation, the web presence has to be adapted to the clients in terms of language and culture, which means that the web pages, besides being translated, have to be localized. This masters dissertation collects the recommendations for a correct localization of official entities and literature. The result is a list of parameters for the correct localization of international web pages. This list of parameters is a working tool for checking the quality of an international web page. Subsequently, the compliance of the list of parameters is verified in the web pages of 4 and 5 star hotels in the Algarve, applying the standard inspection analysis model by Nielsen (1994). The results show that the choice of languages available in the web pages is made according to the main issuing markets, and that the average compliance of the parameters is low. Only 3 of the 126 web pages analysed meet more than 15 of the 18 parameters, and the overall average of compliance is 63.27%.
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Keywords
Internet Hotéis de 4 e 5 estrelas Algarve 4 and 5 star hotels