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Publication
O impacto das Social Media no setor Hoteleiro
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.65 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Nos dias de hoje cada vez mais pessoas têm acesso à Internet. Em apenas uma questão de segundos é possível obter qualquer tipo de informação sobre qualquer parte do mundo. O setor Hoteleiro tem beneficiado bastante com o aumento do uso da Internet e das Social Media, no que diz respeito à publicidade e marketing dos seus alojamentos.
Esta dissertação tem como objetivo principal investigar os efeitos das Social Media no sector hoteleiro, através da análise dos impactos que podem ter no comportamento do consumidor e como estes podem contribuir para a reputação dos alojamentos no meio digital.
Para tal, conclui-se primeiramente uma visão global do contexto teórico, apoiada por várias obras científicas já publicadas. De seguida procede-se a recolha de dados primários através da aplicação do questionário que foi colocado nas redes sociais. E por fim uma vez recolhidos os dados estes foram analisados e interpretados em programas como o Power BI para uma caracterização da amostra e com rescurso ao Software SmartPLS com vista ao uso de modelos de equações estruturais retirando assim as conclusões.
De acordo com os resultados concluímos que a publicidade e a qualidade dos testemunhos colocados nas Social Media influenciam o comportamento do consumidor na reserva de um alojamento hoteleiro. Quanto mais positivos forem os comentários nos sites de reviews online mais impacto os mesmos terão no comportamento do consumidor na reserva de um alojamento.
These days, more and more people have access to the Internet and the information it contains. In just a matter of seconds, it is possible for us to obtain any type of information about any part of the world. The hotel sector has benefited a lot from the increased use of the Internet and Social Media in terms of advertising and marketing of its accommodations. This dissertation has as its main objective to investigate the effects of Social Media in the hotel sector, through an analysis of their impacts on consumer behaviour and how they can contribute to the reputation of reserving accommodations in the digital environment. As such, we first completed a comprehensive overview of the theoretical context, supported by several scientific works already published. We then proceeded to collect our primary data through a questionnaire administered on social networks. Finally, once the data was collected, they were analyzed and interpreted in programs such as Power BI for a characterization of the sample and using the SmartPLS Software with a view to using structural equation models, thus drawing conclusions. According to the results obtained in this study, we conclude that advertising and the quality of testimonials placed on Social Media influence consumer behaviour when booking hotel accommodations. The more positive the comments on the online review sites, the more impact they will have on consumer behaviour when booking accommodations.
These days, more and more people have access to the Internet and the information it contains. In just a matter of seconds, it is possible for us to obtain any type of information about any part of the world. The hotel sector has benefited a lot from the increased use of the Internet and Social Media in terms of advertising and marketing of its accommodations. This dissertation has as its main objective to investigate the effects of Social Media in the hotel sector, through an analysis of their impacts on consumer behaviour and how they can contribute to the reputation of reserving accommodations in the digital environment. As such, we first completed a comprehensive overview of the theoretical context, supported by several scientific works already published. We then proceeded to collect our primary data through a questionnaire administered on social networks. Finally, once the data was collected, they were analyzed and interpreted in programs such as Power BI for a characterization of the sample and using the SmartPLS Software with a view to using structural equation models, thus drawing conclusions. According to the results obtained in this study, we conclude that advertising and the quality of testimonials placed on Social Media influence consumer behaviour when booking hotel accommodations. The more positive the comments on the online review sites, the more impact they will have on consumer behaviour when booking accommodations.
Description
Keywords
Social media Comportamento do consumidor Reserva de alojamento Setor hoteleiro Reputação online Websites de reviews Modelos de equações estruturais.