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O objetivo deste trabalho visa compreender a relação entre a comunicação das empresas hoteleiras nas redes sociais e a perceção que delas têm os seus clientes. Esta investigação aborda dois métodos, o método qualitativo e o método quantitativo. Para o estudo qualitativo foram selecionados quatro diretores de empresas hoteleiras na Beira Interior, Portugal, e para o segundo método obteve-se uma amostra de 265 sujeitos. Foram utilizadas várias técnicas analíticas para avaliar as relações entre as variáveis, tais como, a análise descritiva, a análise fatorial, a análise clusters e uma análise de crosstabs. Este estudo permitiu recolher informações sobre o tipo de ferramentas de comunicação, o tipo de meio de comunicação, o tipo de rede social que as empresas hoteleiras utilizam e permitiu também comparar o que os gerentes dos hotéis fazem das suas ações de comunicação e o modo como os clientes percecionam as mesmas. A principal conclusão deste estudo é que as empresas hoteleiras e os clientes dão grande ênfase às ferramentas de comunicação. Constata-se que a maioria dos clientes tem apenas um conhecimento mediano sobre as comunicações feitas pelas empresas hoteleiras, e ainda que poucos responderam às promoções feitas pelos hotéis através da Internet ou fora da Internet, apesar de este ser um meio de comunicação fundamental para ambas as partes. Assim, por um lado os hotéis devem continuar a desenvolver novas estratégias, de forma a despertar interesse, atrair novos clientes e reter os mesmos no meio online e por outro, as redes sociais é um ponto essencial para as empresas hoteleiras e para os clientes. No entanto, a imagem que as empresas hoteleiras pensam estar a transmitir e a reputação que os utilizadores percecionam indica que, na generalidade, os hotéis auferem uma boa reputação e uma boa imagem junto dos clientes.
The objective of this study aims to understand the relationship between the communication of hotel businesses in social networks and the perception that customers have of them. This research addresses two methods, the qualitative and quantitative method. For the qualitative study were selected four hotel directors in the area of Beira Interior, Portugal. Within the second method a sample of 265 subjects was used. Various analytical techniques were used to evaluate relationships between variables, such as descriptive analysis, factor analysis, cluster analysis and a crosstabs analysis. This study permitted the collection of information about the type of communication tools, the type of means of communication, the type of social network that hotel companies utilize and also allowed the managers of the hotels to compare the relation between their communication actions and how customers perceive them. The principal conclusion of this study is that hotel companies and customers give great emphasis on communication tools. It appears that most customers have just one median knowledge about communications made by hotel companies, and yet few have responded to the promotions made by the hotels through the Internet or off the Internet, despite this being a key means of communication for both parts. Thus, on the other hand the hotels should continue to develop new strategies in order to generate interest, attract new customers and retain them in the online medium, on the other hand, social networking is an essential point for hotel companies and customers. However, the image that the hotel companies think they are transmitting and the reputation that users perceive indicates that, in general, the hotel receives a good reputation and a good image among customers.
The objective of this study aims to understand the relationship between the communication of hotel businesses in social networks and the perception that customers have of them. This research addresses two methods, the qualitative and quantitative method. For the qualitative study were selected four hotel directors in the area of Beira Interior, Portugal. Within the second method a sample of 265 subjects was used. Various analytical techniques were used to evaluate relationships between variables, such as descriptive analysis, factor analysis, cluster analysis and a crosstabs analysis. This study permitted the collection of information about the type of communication tools, the type of means of communication, the type of social network that hotel companies utilize and also allowed the managers of the hotels to compare the relation between their communication actions and how customers perceive them. The principal conclusion of this study is that hotel companies and customers give great emphasis on communication tools. It appears that most customers have just one median knowledge about communications made by hotel companies, and yet few have responded to the promotions made by the hotels through the Internet or off the Internet, despite this being a key means of communication for both parts. Thus, on the other hand the hotels should continue to develop new strategies in order to generate interest, attract new customers and retain them in the online medium, on the other hand, social networking is an essential point for hotel companies and customers. However, the image that the hotel companies think they are transmitting and the reputation that users perceive indicates that, in general, the hotel receives a good reputation and a good image among customers.
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Marketing relacional Marketing directo