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Os desafios da gestão operacional na hotelaria: o caso dos hotéis tudo-incluído em Portugal
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Abstract(s)
Esta investigação aborda os desafios da gestão operacional decorrentes da diminuição da qualidade de serviço em Portugal. O principal objetivo é auferir os desafios da gestão operacional, nos hotéis de regime tudo-incluído em Portugal, considerando as perceções dos gestores e dos hóspedes. Para tal, foi realizada uma análise quantitativa com base em 39.392 comentários extraídos da plataforma Booking.com, através da técnica web scraping, utilizando o software Octoparse, no período de outubro de 2020 a setembro de 2023. Os comentários foram classificados manualmente, utilizando uma escala de Likert de 7 pontos. Adicionalmente, foi conduzida uma análise qualitativa, por meio de um questionário direcionado aos gestores dos hotéis na amostra. Os resultados da análise fatorial exploratória identificaram três dimensões principais: recursos humanos, operacional e comercial. Para os hóspedes, as variáveis mais relevantes para a sua satisfação são a empatia e a responsabilidade dos colaboradores, bem como as dimensões operacional e comercial. Por outro lado, as variáveis menos relevantes incluem a linguagem/comunicação, a fiabilidade e a garantia dos colaboradores. Os questionários revelaram que todos os fatores relacionados com a qualidade de serviço são considerados muito importantes pelos gestores, embora a dimensão operacional apresente uma relevância menor. Ao comparar as perceções dos gestores e hóspedes, verificou-se concordância nas dimensões de empatia e comercial, enquanto as restantes variáveis demonstraram discrepâncias. Em particular, a dimensão operacional é considerada a mais importante pelos hóspedes, mas apenas moderadamente importante pelos gestores, representando um dos principais desafios a ser abordado para melhorar a qualidade de serviço. Adicionalmente, identificaram-se diferenças significativas nas perceções de hóspedes provenientes de diferentes continentes. Os hóspedes norte-americanos revelaram insatisfações relacionadas com a fiabilidade dos colaboradores, tarifas e promoções, preços da estadia, qualidade dos quartos e serviços de alimentação e bebidas. Os hóspedes europeus expressaram insatisfação com os quartos e com as facilidades e serviços oferecidos no regime TI. Por sua vez, os hóspedes asiáticos manifestaram insatisfação com os quartos e os serviços de alimentação e bebidas.
Abstract This research addresses the operational management challenges resulting from the decline in service quality in Portugal. The main objective is to evaluate the challenges of operational management in all-inclusive hotels in Portugal, considering the perceptions of both managers and guests. To achieve this, a quantitative analysis was conducted based on 39.392 comments extracted from the Booking.com platform, using the web scraping technique and Octoparse software, from October 2020 to September 2023. The comments were classified according to their sentiment, using a 7-point Likert scale. Additionally, a qualitative analysis was conducted through a questionnaire directed at the managers of the hotels in the sample. The results of the exploratory factor analysis identified three main dimensions: human resources, operational, and commercial. For the guests, the most relevant variables for their satisfaction are the empathy and responsibility of the staff, as well as the operational and commercial dimensions. Conversely, the least relevant variables include language/communication, reliability, and assurance of the staff. The questionnaires revealed that all factors related to service quality are considered very important by the managers, although the operational dimension is deemed less relevant. When comparing the perceptions of managers and guests, agreement was found in the dimensions of empathy and commercial aspects, while the remaining variables showed discrepancies. In particular, the operational dimension is considered the most important by guests but only moderately important by managers, representing one of the main challenges to be addressed to improve service quality. Additionally, significant differences were identified in the perceptions of guests from different continents. North American guests reported dissatisfaction with staff reliability, rates and promotions, stay prices, room quality, and food and beverage services. European guests expressed dissatisfaction with the rooms and the facilities and services offered in the all-inclusive regime. Meanwhile, Asian guests indicated dissatisfaction with the rooms and food and beverage services.
Abstract This research addresses the operational management challenges resulting from the decline in service quality in Portugal. The main objective is to evaluate the challenges of operational management in all-inclusive hotels in Portugal, considering the perceptions of both managers and guests. To achieve this, a quantitative analysis was conducted based on 39.392 comments extracted from the Booking.com platform, using the web scraping technique and Octoparse software, from October 2020 to September 2023. The comments were classified according to their sentiment, using a 7-point Likert scale. Additionally, a qualitative analysis was conducted through a questionnaire directed at the managers of the hotels in the sample. The results of the exploratory factor analysis identified three main dimensions: human resources, operational, and commercial. For the guests, the most relevant variables for their satisfaction are the empathy and responsibility of the staff, as well as the operational and commercial dimensions. Conversely, the least relevant variables include language/communication, reliability, and assurance of the staff. The questionnaires revealed that all factors related to service quality are considered very important by the managers, although the operational dimension is deemed less relevant. When comparing the perceptions of managers and guests, agreement was found in the dimensions of empathy and commercial aspects, while the remaining variables showed discrepancies. In particular, the operational dimension is considered the most important by guests but only moderately important by managers, representing one of the main challenges to be addressed to improve service quality. Additionally, significant differences were identified in the perceptions of guests from different continents. North American guests reported dissatisfaction with staff reliability, rates and promotions, stay prices, room quality, and food and beverage services. European guests expressed dissatisfaction with the rooms and the facilities and services offered in the all-inclusive regime. Meanwhile, Asian guests indicated dissatisfaction with the rooms and food and beverage services.
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Keywords
eWOM Tudo-Incluído Booking.com Qualidade de Serviço Hotelaria Portugal