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Retratos de uma experiência de hotel partilhada no TripAdvisor - Relatório de estágio
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| 1.24 MB | Adobe PDF |
Abstract(s)
A autora realizou este trabalho no âmbito de mestrado em Gestão de Marketing, na Faculdade de Economia da Universidade do Algarve. Pretende-se, pois, reportar o estágio curricular que decorreu no departamento de Marketing do W Algarve, um hotel-resort localizado no concelho de Albufeira. De entre as atividades desempenhadas neste estágio, a análise de comentários partilhados pelos clientes do hotel na plataforma digital TripAdvisor é atividade central, pelo que este Relatório de Estágio a descreve de forma detalhada. A revisão de literatura permite enquadrar a temática, definir conceitos e abordagens adequadas ao objetivo geral do estudo. O consumo hedónico, a experiência de consumo e o servicescape são estudados como forma de enquadrar, do ponto de vista teórico, a abordagem metodológica. Este estudo exploratório decorre no quadro de uma abordagem mista, fundamentalmente qualitativa, de forma dedutiva e indutiva. Os dados foram recolhidos pela plataforma TripAdvisor, onde os clientes partilham as suas experiências no W Algarve. Foram recolhidos 100 comentários, entre junho de 2022 e julho 2023. A teoria do servicescape, mais concretamente o accommodationscape, fornece as grandes dimensões utilizadas no âmbito desta pesquisa: Estímulos Físicos, Desempenho dos Colaboradores, Interações Sociais, Fatores relacionados com o Produto e Tema. Foi, ainda, criada uma sexta dimensão de análise: Valor Percebido. A análise dos resultados permite esclarecer que os Estímulos Físicos e o Desempenho dos Colaboradores são as dimensões com mais impacto na experiência do consumidor, enquanto que o Tema e os Fatores relacionados com o Produto são as dimensões com menos impacto.
The author carried out this work as part of her master’s degree in marketing management at the Faculty of Economics of the University of the Algarve. The aim is to report on the curricular internship that took place in the Marketing department of the W Algarve, a hotel-resort located in the municipality of Albufeira. Among the activities carried out during this internship, the analysis of comments shared by the hotel's customers on the TripAdvisor digital platform is a central activity, which is why this Internship Report describes it in detail. The literature review provides a framework for the topic, defining concepts and approaches that are appropriate to the general objective of the study. Hedonic consumption, the consumer experience and servicescape are studied as a way of providing a theoretical framework for the methodological approach. This exploratory study takes place within the framework of a mixed, fundamentally qualitative, deductive and inductive approach. The data was collected via the TripAdvisor platform, where customers share their experiences at the W Algarve. A total of 100 comments were collected between June 2022 and July 2023. The servicescape theory, more specifically the accommodationscape, provides the major dimensions used in this research: Physical Stimuli, Employee Performance, Social Interactions, Product-Related Factors and Theme. A sixth dimension of analysis was also created: Perceived Value. Analysis of the results shows that Physical Stimuli and Employee Performance are the dimensions with the greatest impact on the consumer experience, while Theme and Product-Related Factors are the dimensions with the least impact.
The author carried out this work as part of her master’s degree in marketing management at the Faculty of Economics of the University of the Algarve. The aim is to report on the curricular internship that took place in the Marketing department of the W Algarve, a hotel-resort located in the municipality of Albufeira. Among the activities carried out during this internship, the analysis of comments shared by the hotel's customers on the TripAdvisor digital platform is a central activity, which is why this Internship Report describes it in detail. The literature review provides a framework for the topic, defining concepts and approaches that are appropriate to the general objective of the study. Hedonic consumption, the consumer experience and servicescape are studied as a way of providing a theoretical framework for the methodological approach. This exploratory study takes place within the framework of a mixed, fundamentally qualitative, deductive and inductive approach. The data was collected via the TripAdvisor platform, where customers share their experiences at the W Algarve. A total of 100 comments were collected between June 2022 and July 2023. The servicescape theory, more specifically the accommodationscape, provides the major dimensions used in this research: Physical Stimuli, Employee Performance, Social Interactions, Product-Related Factors and Theme. A sixth dimension of analysis was also created: Perceived Value. Analysis of the results shows that Physical Stimuli and Employee Performance are the dimensions with the greatest impact on the consumer experience, while Theme and Product-Related Factors are the dimensions with the least impact.
Description
Keywords
E-wom Experiência do consumidor Satisfação do consumidor Accomodationscape Servicescape Experiencescape