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Publication
A comunicação de marketing na restauração direcionada para turistas: o caso da cidade de Lisboa
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 4.45 MB | Adobe PDF |
Authors
Abstract(s)
Lisboa têm-se tornado um destino turístico cada vez mais importante a nível Europeu. Apesar disso, constata-se que ainda existem oportunidades de melhoria nas empresas que constituem a oferta para os turistas, como é o caso dos restaurantes. Muitos restaurantes em Lisboa têm uma gestão pouco profissionalizada no que se refere à comunicação de marketing e identificar oportunidades de melhoria nesta área poderá ser um ponto de partida para o melhoramento da oferta turística. Neste trabalho avalia-se a comunicação de marketing de 270 restaurantes da cidade de Lisboa, para que se possa entender o que está a falhar ou a resultar, e identificar oportunidades de melhoria. Pretende-se assim contribuir para as boas práticas de gestão dos restaurantes da cidade, de forma a melhorar a oferta turística. Os principais métodos de recolha de dados utilizados foram as entrevistas, a análise de plataformas online e a observação in loco dos estabelecimentos na zona Baixa-Chiado. A comunicação nas plataformas digitais é aquela que mais se aprofunda, por ser a principal forma de contacto e de busca de informação por parte dos turistas. Os resultados sugerem que os restaurantes em estudo utilizam muito as diretorias de restaurantes, não utilizam tanto como esperado as redes sociais e têm websites com um índice de qualidade relativamente baixo. Este estudo contribui para a prática de gestão dos restaurantes ao fazer sugestões de melhoria que podem ser postas em prática para a melhor gestão das plataformas digitais dos restaurantes como ferramentas de comunicação de marketing, e sugere novas linhas de investigação sobre o tema.
Lisbon has become an increasingly important tourist destination at a European level. Despite this, there are still opportunities for improvement in the companies that constitute the touristic offer, as is the case of restaurants. Many restaurants in Lisbon have an unprofessional management with regards to marketing communication and identifying opportunities for improvement in this area could be a starting point for improving the touristic offer. This research paper evaluates the marketing communication of 270 restaurants in the city of Lisbon, so that one can understand what is failing or being done well and can identify opportunities for improvement. The aim is to contribute to the good management practices of restaurants in the city, in order to improve the touristic offer. The main methods of data collection used were interviews, analysis of online platforms and on-site observation of establishments in the Baixa-Chiado area. Communication on digital platforms is the focal subject of this study, as it is the main form of contact and search of information by tourists. The results suggest that the restaurants under study make extensive use of restaurant directories, do not use social networks as much as expected, and have websites with a relatively low quality score. This study contributes to the restaurant management practice by making suggestions for improvement that can be put into practice to better manage restaurants' digital platforms as marketing communication tools, and suggests new lines of research on the subject.
Lisbon has become an increasingly important tourist destination at a European level. Despite this, there are still opportunities for improvement in the companies that constitute the touristic offer, as is the case of restaurants. Many restaurants in Lisbon have an unprofessional management with regards to marketing communication and identifying opportunities for improvement in this area could be a starting point for improving the touristic offer. This research paper evaluates the marketing communication of 270 restaurants in the city of Lisbon, so that one can understand what is failing or being done well and can identify opportunities for improvement. The aim is to contribute to the good management practices of restaurants in the city, in order to improve the touristic offer. The main methods of data collection used were interviews, analysis of online platforms and on-site observation of establishments in the Baixa-Chiado area. Communication on digital platforms is the focal subject of this study, as it is the main form of contact and search of information by tourists. The results suggest that the restaurants under study make extensive use of restaurant directories, do not use social networks as much as expected, and have websites with a relatively low quality score. This study contributes to the restaurant management practice by making suggestions for improvement that can be put into practice to better manage restaurants' digital platforms as marketing communication tools, and suggests new lines of research on the subject.
Description
Keywords
Comunicação de marketing Restauração Lisboa Turismo Plataformas digitais Marketing communication Catering industry Lisbon Tourism Digital platforms