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Abstract(s)
Esta investigação analisa as redes sociais num contexto de turismo e pretende entender qual o contributo que as redes sociais têm nesse setor, mais concretamente entender quais os valores experienciais que os turistas mais retiram da sua experiência on-line. Pretende também, ser uma mais-valia para as empresas que através desta, compreendem quais os valores (funcionais, sociais e psicológicos ou hedónicos) que mais influenciam a satisfação dos utilizadores.
Para que estas e mais respostas sejam dadas foi realizado um inquérito por questionário online, a 157 utilizadores portugueses das redes sociais, sendo possível através deste, identificar quais os valores mais relevantes na experiencia de turismo on-line.
Conclui-se que o valor funcional: optimização da informação e o valor psicológico ou hedónico são os que mais contribuem para a satisfação dos utilizadores das redes sociais.
Foram ainda encontrados grupos de utilizadores presentes nas redes sociais relacionadas com o turismo, com base no valor experiencial que retiram das redes sociais ligadas ao turismo.
Dado que muitas das experiências dos turistas começam com a troca de experiências na internet e redes sociais online, esta investigação é um contributo relevante para compreender a interligação, entre redes sociais e o marketing experiencial tão presente no turismo, através dos vários produtos/serviços que são oferecidos aos clientes, com base na sua interação e partilha de experiências.
This research analyzes social networks in the context of tourism and aims to understand what contribution social networks have in this setor, more specifically understand what experiential values tourists derive more of their online experience. It also seeks to be an asset for companies by understanding what values (functional, psychological and hedonic, and social) influence user satisfaction. To answer the questions a survey was conducted through an online questionnaire to 157 Portuguese users of social networks, it is possible through this identify the values most relevant in online tourism experiences. We conclude that the functional value: optimization of information and psychological or hedonic value are the main contributors to the satisfaction of social networks users. We also found groups of users of social networks related to tourism based on the value they derive from experiential tourism-related social networks. Since many of the experiences of tourists begin with the exchange of experiences on the Internet and online social networks, this research is an important contribution to understanding the interconnection between social networking and experiential marketing in tourism, through the various products / services that are offered to customers, based on their interaction and sharing of experiences.
This research analyzes social networks in the context of tourism and aims to understand what contribution social networks have in this setor, more specifically understand what experiential values tourists derive more of their online experience. It also seeks to be an asset for companies by understanding what values (functional, psychological and hedonic, and social) influence user satisfaction. To answer the questions a survey was conducted through an online questionnaire to 157 Portuguese users of social networks, it is possible through this identify the values most relevant in online tourism experiences. We conclude that the functional value: optimization of information and psychological or hedonic value are the main contributors to the satisfaction of social networks users. We also found groups of users of social networks related to tourism based on the value they derive from experiential tourism-related social networks. Since many of the experiences of tourists begin with the exchange of experiences on the Internet and online social networks, this research is an important contribution to understanding the interconnection between social networking and experiential marketing in tourism, through the various products / services that are offered to customers, based on their interaction and sharing of experiences.
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Keywords
Marketing experimental Marketing turistico - Redes sociais