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Publication
A importância da gestão da reputação online nos hotéis de quatro e cinco estrelas: caso de Lisboa
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| 2.82 MB | Adobe PDF |
Authors
Abstract(s)
O conceito de Online Reputation Management pode traduzir-se na tarefa de monitorizar e corrigir situações indesejadas presentes no campo online e tem vindo a tornar-se cada vez mais importante na indústria hoteleira, na medida em que nos últimos anos o tema da reputação se tornou dos fatores mais decisivos na escolha de alojamento. Considerando a importância deste tema e, em especial, de um dos seus principais elementos (os online reviews), muitas investigações têm vindo a ser feitas, mas maioritariamente no que se refere aos seus impactes no consumidor.
Numa primeira fase, esta investigação procura identificar e definir a problemática, com base num conjunto de leituras que possibilitem um maior aprofundamento sobre o tema e, consequentemente, a definição da pergunta de partida. Após a sua definição, será possível iniciar o capítulo da revisão da literatura no qual se deve garantir que as fontes utilizadas sejam atuais e adequadas, tendo em conta o tema em estudo.
A investigação visa analisar as principais estratégias e abordagens dos hotéis de quatro e cinco estrelas da cidade de Lisboa relativamente à forma de como gerem a sua reputação online.
Pretende-se analisar alguns indicadores capazes de influenciar a reputação do hotel, nomeadamente no que se refere à sua presença nos canais online, monitorização da reputação (e respetiva frequência), resposta a online reviews positivos e negativos, abordagens, rapidez, fonte de resposta, entre outros. Tendo em conta esta análise, verifica-se a adoção (ou não) de estratégias adequadas dos hotéis e a existência de semelhanças e/ou diferenças nas abordagens dentro de cada categoria de hotel e comparando igualmente as duas categorias em análise. Ainda pretende-se aliar a questão do rating dos hotéis à componente das estratégias da reputação online, de forma a compreendermos a influência das estratégias adotadas no rating atual dos hotéis em canais como o Booking.
O método de recolha de dados escolhido foi o inquérito por questionário que possibilitou a recolha de um volume de dados significativo num curto espaço de tempo. A fase final do estudo prende-se pela retirada de todas as conclusões e responder à pergunta de partida definida inicialmente, como a todos os objetivos propostos nesta dissertação.
The concept of “online reputation management” can be defined as the task of monitoring and solving unwanted situations on the internet. Its importance has become crucial in the hotel industry, since the reputation has recently become one of the most decisive factors when travellers want to choose their accommodation. Regarding its importance, and in particular one of its main elements (online reviews), several investigations about online reputation management have been made but mostly in the consumers’ field. Initially this research seeks to identify and define the problem in this study, through the reading of a set of bibliography that enable a better understanding about the selected research theme. After that, it will be possible to define the “initial question” and start the literature review chapter. This chapter must be well structured with all the ideas flowing logically from one point to the next and we must ensure that the sources and references mentioned are current and relevant, considering the subject under study. The research aims to analyse the most relevant strategies and approaches of the four and five-star hotels in the city of Lisbon on how they are managing their online reputation. In order to achieve the goals of the research, we must analyse some indicators which are capable to influence a hotel’s reputation, such as: presence on online channels, reputation monitoring (and its frequency), response to positive and negative online reviews, speed, source and approaches of the response. After that, we will have all the information to identify if the hotels adopt (or not) an adequate strategy. Also, the results will allow to investigate similarities and/or differences within each category of hotels and between them. The last analyses seeks to understand the influence of the strategies adopted by hotels on their current rating in online channels like Booking. Finally, as far as the method of data collection is concerned, we decided to choose the online survey, since it allows the collection of a significant volume of data in a short period of time. After obtaining the results, the initial question will be answered, as well as all the goals proposed in this research.
The concept of “online reputation management” can be defined as the task of monitoring and solving unwanted situations on the internet. Its importance has become crucial in the hotel industry, since the reputation has recently become one of the most decisive factors when travellers want to choose their accommodation. Regarding its importance, and in particular one of its main elements (online reviews), several investigations about online reputation management have been made but mostly in the consumers’ field. Initially this research seeks to identify and define the problem in this study, through the reading of a set of bibliography that enable a better understanding about the selected research theme. After that, it will be possible to define the “initial question” and start the literature review chapter. This chapter must be well structured with all the ideas flowing logically from one point to the next and we must ensure that the sources and references mentioned are current and relevant, considering the subject under study. The research aims to analyse the most relevant strategies and approaches of the four and five-star hotels in the city of Lisbon on how they are managing their online reputation. In order to achieve the goals of the research, we must analyse some indicators which are capable to influence a hotel’s reputation, such as: presence on online channels, reputation monitoring (and its frequency), response to positive and negative online reviews, speed, source and approaches of the response. After that, we will have all the information to identify if the hotels adopt (or not) an adequate strategy. Also, the results will allow to investigate similarities and/or differences within each category of hotels and between them. The last analyses seeks to understand the influence of the strategies adopted by hotels on their current rating in online channels like Booking. Finally, as far as the method of data collection is concerned, we decided to choose the online survey, since it allows the collection of a significant volume of data in a short period of time. After obtaining the results, the initial question will be answered, as well as all the goals proposed in this research.
Description
Keywords
Reputação online Online reviews Gestão da reputação online Hotelaria Lisboa Online reputation Lisbon Online reputation management Hospitality