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Publication
A comunicação digital enquanto potenciadora de vendas no contexto de COVID-19: exemplo do Lisbon Marriott Hotel
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| 1.49 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
A comunicação digital está, cada vez mais, presente no mercado
como uma estratégia de marketing e vendas das empresas, e a
pandemia da COVID-19 veio exponenciar a sua importância e
relevância. Numa Era cada vez mais tecnológica, a digitalização
assume um papel essencial no futuro das empresas, ditando a sua
sobrevivência.
A presente investigação pretende aferir se a comunicação digital
pode ser impulsionadora de vendas no setor do Turismo e da
Hotelaria no período de pandemia.
Numa primeira fase é realizado um enquadramento teórico,
essencial para a contextualização dos conceitos mais relevantes
e para a construção da pergunta de investigação.
Como metodologia utilizou-se o estudo de caso aplicado ao
Lisbon Marriott Hotel, uma empresa que devido à COVID-19
alterou por completo a sua estratégia de marketing e vendas.
Adicionalmente, utilizou como fontes de informação secundárias
os relatórios semanais de social media do hotel e um webinar
sobre a evolução e desafios do setor, e como fonte de informação
primária uma entrevista semi-estruturada.
O cruzamento de informação obtida na revisão da literatura
aliada às diversas fontes de informação permitiu obter
resultados, que mostram que a aposta na comunicação digital é
um fator determinante na recuperação e retoma do setor do
Turismo e da Hotelaria. Através do foco nas redes sociais como
principal meio de comunicação, da parceria com influencers e da presença em revistas online, o Lisbon Marriott Hotel aumentou
em larga escala a visibilidade dos seus pacotes. Além disso, ao
partilhar as novas medidas implementadas face à pandemia,
criou uma relação de confiança com o seu público-alvo,
reconquistando assim a sua confiança. O conjunto de todas as
medidas permitiram ao hotel recuperar as suas vendas e ao
mesmo tempo assegurar o seu posicionamento entre os seus
clientes, defendendo uma política de transparência e
honestidade, zelando sempre pelo bem-estar, segurança e
satisfação dos clientes.
Digital communication is increasingly present in the market as a marketing and sales strategy for companies, and the Covid-19 pandemic has highlighted its importance and relevance. In an increasingly technological Era, digitization assumes an essential role in the future of companies, dictating their survival. The present investigation intends to assess whether digital communication can be sales booster in the Tourism and Hospitality sector during the pandemic period. In a first phase, a theoretical framework is carried out, essential for contextualizing the most relevant concepts and for constructing the research question. The methodology used was the case study applied to the Lisbon Marriott Hotel, a company that, due to Covid-19, completely changed its marketing and sales strategy. Additionally, it used as secondary information sources the hotel's weekly social media reports and a webinar about the evolution and challenges of the sector, and as a primary source of information a semi- structured interview. The crossing of information obtained in the literature review combined with the various sources of information allowed us to obtain results, which show that the commitment to digital communication is a determining factor in the recovery of the Tourism and Hospitality sector. Through the focus on social networks as the main mean of communication, partnership with influencers and presence in online magazines, the Lisbon Marriott Hotel has greatly increased the visibility of its packages. Furthermore, by sharing the new measures implemented in the face of the pandemic, it created a relationship of trust with its target audience, thus regaining their trust. The set of all measures allowed the hotel to recover its sales and at the same time ensure its position among its customers, defending a policy of transparency and honesty, always ensuring the well-being, safety and satisfaction of the customers.
Digital communication is increasingly present in the market as a marketing and sales strategy for companies, and the Covid-19 pandemic has highlighted its importance and relevance. In an increasingly technological Era, digitization assumes an essential role in the future of companies, dictating their survival. The present investigation intends to assess whether digital communication can be sales booster in the Tourism and Hospitality sector during the pandemic period. In a first phase, a theoretical framework is carried out, essential for contextualizing the most relevant concepts and for constructing the research question. The methodology used was the case study applied to the Lisbon Marriott Hotel, a company that, due to Covid-19, completely changed its marketing and sales strategy. Additionally, it used as secondary information sources the hotel's weekly social media reports and a webinar about the evolution and challenges of the sector, and as a primary source of information a semi- structured interview. The crossing of information obtained in the literature review combined with the various sources of information allowed us to obtain results, which show that the commitment to digital communication is a determining factor in the recovery of the Tourism and Hospitality sector. Through the focus on social networks as the main mean of communication, partnership with influencers and presence in online magazines, the Lisbon Marriott Hotel has greatly increased the visibility of its packages. Furthermore, by sharing the new measures implemented in the face of the pandemic, it created a relationship of trust with its target audience, thus regaining their trust. The set of all measures allowed the hotel to recover its sales and at the same time ensure its position among its customers, defending a policy of transparency and honesty, always ensuring the well-being, safety and satisfaction of the customers.
Description
Keywords
Comunicação Digital Hotelaria COVID-19