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Impacto da transformação digital nas práticas de gestão empresarial no setor do turismo - oportunidades e desafios
| Name: | Description: | Size: | Format: | |
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| 1.8 MB | Adobe PDF |
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Abstract(s)
Esta dissertação tem como objetivo principal analisar as principais tendências associadas à transformação digital e o seu impacto nas práticas de gestão empresarial no setor do turismo. O estudo explora cinco aspetos principais da transformação digital: o entendimento, a implementação, as oportunidades e benefícios, os desafios e limitações e, por último, o impacto nas relações comerciais.
Para realizar o estudo, foram recolhidos dados primários através de um questionário estruturado, aplicado a uma amostra diversificada de empresas do setor do turismo em Portugal. A análise dos dados ocorreu em quatro etapas: análise demográfica, análise descritiva das respostas, utilização de tabelas cruzadas para investigar as relações entre variáveis e a aplicação de regressão logística para identificar variáveis explicativas do estado de maturação digital das empresas e da avaliação positiva do processo.
Os resultados indicam que transformação digital oferece vantagens como o aumento da eficiência operacional, a melhoria na interação e experiência do cliente e uma maior facilidade na expansão de mercados através de canais digitais. Contudo, surgem desafios substanciais, como as questões de cibersegurança, a perda de contacto humano e a dependência tecnológica. Adicionalmente, destaca-se a necessidade de requalificação dos colaboradores, a resistência à mudança e as restrições orçamentais.
Cada estado de maturação digital apresenta limitações específicas e diferentes fatores de influência. O processo de transformação digital não se resume apenas à adoção de tecnologias, ele exige uma reestruturação das práticas de gestão, dos modelos de negócios e da cultura organizacional.
This dissertation aims to analyze the main trends associated with digital transformation and its impact on management practices within the tourism sector. The study explores five key aspects of digital transformation: understanding, implementation, opportunities and benefits, challenges and limitations, and, finally, the impact on business relationships. To conduct the study, primary data were collected through a structured questionnaire administered to companies in the sector in Portugal. The data analysis was carried out in four stages: demographic analysis, descriptive analysis of the responses, the use of cross-tabulations to investigate the relationships between variables, and the application of logistic regression to identify explanatory variables of the companies’ digital maturity state and the positive evaluation of the process. The results indicate that digital transformation offers advantages such as increased operational efficiency, improved customer interaction and experience, and greater ease in expanding markets through digital channels. However, significant challenges arise, including cybersecurity issues, loss of human contact, and technological dependence. Additionally, the need for employee retraining, resistance to change, and budget constraints are highlighted. Each stage of digital maturity presents specific limitations and different influencing factors. The digital transformation process is not limited to the adoption of technologies; it requires a restructuring of management practices, business models, and organizational culture.
This dissertation aims to analyze the main trends associated with digital transformation and its impact on management practices within the tourism sector. The study explores five key aspects of digital transformation: understanding, implementation, opportunities and benefits, challenges and limitations, and, finally, the impact on business relationships. To conduct the study, primary data were collected through a structured questionnaire administered to companies in the sector in Portugal. The data analysis was carried out in four stages: demographic analysis, descriptive analysis of the responses, the use of cross-tabulations to investigate the relationships between variables, and the application of logistic regression to identify explanatory variables of the companies’ digital maturity state and the positive evaluation of the process. The results indicate that digital transformation offers advantages such as increased operational efficiency, improved customer interaction and experience, and greater ease in expanding markets through digital channels. However, significant challenges arise, including cybersecurity issues, loss of human contact, and technological dependence. Additionally, the need for employee retraining, resistance to change, and budget constraints are highlighted. Each stage of digital maturity presents specific limitations and different influencing factors. The digital transformation process is not limited to the adoption of technologies; it requires a restructuring of management practices, business models, and organizational culture.
Description
Keywords
Transformação digital Turismo Oportunidades Desafios