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Abstract(s)
Os grupos hoteleiros estão cada vez mais expostos às Agências de Viagens Online (OTAs). A
relação entre ambos ainda não é completamente compreendida, sentido os gestores dos
hotéis que estão numa relação de dependência que frequentemente os prejudica. O objetivo
deste estudo é revelar qual é a dependência percecionada pelos hoteleiros e qual é a sua
experiência com as OTAS.
O estudo é aplicado a 46 hotéis em Portugal onde através de uma análise fatorial
pretendemos perceber quais os principais fatores que ligam os hotéis às OTAs. Descobriram-se
6 fatores que permitem compreender a importância desta ligação e de que forma os hotéis
estão dependentes das OTAs, como gerem a sua presença online e qual o seu nível de
independência em relação à utilização da internet.
Hotel groups are increasingly exposed to Online Travel Agencies (OTAs). Their relationship is not yet fully understood, as hotel managers are in a dependent relationship that often undermines them. The aim of this study is to reveal what is the dependence perceived by hoteliers and what is their experience with OTAS. The study is applied to 46 hotels in Portugal where through a factor analysis we intend to understand what are the main factors that link hotels to OTAs. Six factors were found to understand the importance of this connection and how hotels are dependent on OTAs, how they manage their online presence and how independent they are from using the internet.
Hotel groups are increasingly exposed to Online Travel Agencies (OTAs). Their relationship is not yet fully understood, as hotel managers are in a dependent relationship that often undermines them. The aim of this study is to reveal what is the dependence perceived by hoteliers and what is their experience with OTAS. The study is applied to 46 hotels in Portugal where through a factor analysis we intend to understand what are the main factors that link hotels to OTAs. Six factors were found to understand the importance of this connection and how hotels are dependent on OTAs, how they manage their online presence and how independent they are from using the internet.
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Keywords
Agências de Viagens Online e-Commerce Hotelaria Turismo