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Publication
Turismo de golfe: análise da presença online e do comércio eletrónico dos campos de golfe em Portugal
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| 958.6 KB | Adobe PDF |
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Abstract(s)
A utilização da tecnologia é crucial para que as empresas turísticas melhorem o seu contacto com os clientes; proporcionando um acesso mais fácil aos mercados; reduzindo custos de transação e facilitando as ligações a nível mundial entre utilizadores (Daries et al., 2021).
Neste contexto e considerando que os turistas de golfe que organizam uma viagem necessitam de um grande volume de informações, é fundamental existir uma adequação dos websites à estratégia de marketing de cada empresa (Dias & López, 2011).
O principal objetivo deste estudo consiste em classificar a presença na internet dos campos de golfe em Portugal, compreendendo a situação existente no Algarve face ao resto do País, assim como a realidade dos campos de golfe individuais versus os campos de golfe administrados por grupos empresariais, e determinar se os websites desses empreendimentos e as suas estruturas de comércio online são efetivos na comunicação com os clientes e estão adaptadas às tendências atuais.
A metodologia utilizada baseou-se na aplicação do modelo integrado para a análise das páginas de internet, que consiste numa análise progressiva dos websites dos campos de golfe, iniciando com uma análise de conteúdos e prosseguindo com a aplicação do modelo alargado de adoção do comércio pela internet (eMICA) para identificar o grau de maturidade de cada website. Foram analisados 72 websites de campos de golfe em Portugal no período entre dezembro de 2021 e fevereiro de 2022.
Os resultados obtidos demostram que os campos de golfe não têm uma presença online adequada sendo fundamental melhorar os elementos informativos, de comunicação, de vendas e, sobretudo, de interação instantânea com os clientes atuais e potenciais.
The use of technology is crucial for tourism companies to improve their contact with customers; providing easier access to markets; reducing transaction costs and facilitating worldwide connections between users (Daries et al., 2021). In this context and considering that golf tourists who organise a trip need a large amount of information, it is essential that websites are adapted to each company's marketing strategy (Dias & López, 2011). The main objective of this study is to classify the online presence of golf courses in Portugal, understanding the situation in the Algarve compared to the rest of the country, as well as the reality of individual golf courses versus golf courses run by corporate groups, and to determine whether the websites of these enterprises and their online commerce structures are effective in communicating with customers and are adapted to current trends. The methodology used was based on the application of the integrated model for analysing websites, which consists of a progressive analysis of golf course websites, starting with a content analysis and continuing with the application of the extended model for the adoption of Internet commerce (eMICA) to identify the degree of maturity of each website. 72 websites of golf courses in Portugal were analysed between December 2021 and February 2022. The results show that golf courses do not have an adequate online presence and that it is essential to improve information, communication, sales and, above all, instant interaction with current and potential customers.
The use of technology is crucial for tourism companies to improve their contact with customers; providing easier access to markets; reducing transaction costs and facilitating worldwide connections between users (Daries et al., 2021). In this context and considering that golf tourists who organise a trip need a large amount of information, it is essential that websites are adapted to each company's marketing strategy (Dias & López, 2011). The main objective of this study is to classify the online presence of golf courses in Portugal, understanding the situation in the Algarve compared to the rest of the country, as well as the reality of individual golf courses versus golf courses run by corporate groups, and to determine whether the websites of these enterprises and their online commerce structures are effective in communicating with customers and are adapted to current trends. The methodology used was based on the application of the integrated model for analysing websites, which consists of a progressive analysis of golf course websites, starting with a content analysis and continuing with the application of the extended model for the adoption of Internet commerce (eMICA) to identify the degree of maturity of each website. 72 websites of golf courses in Portugal were analysed between December 2021 and February 2022. The results show that golf courses do not have an adequate online presence and that it is essential to improve information, communication, sales and, above all, instant interaction with current and potential customers.
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Keywords
Turismo desportivo Turismo de golfe Campos de golfe em Portugal Comércio eletrónico Internet e comportamento do consumidor