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Publication
Análise das redes sociais dos hotéis de 5 estrelas no Algarve
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| 3.68 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Com a evolução do mundo tecnológico e digital, e o fácil acesso à internet, as redes sociais tornaram-se numa parte importante da vida quotidiana da população, com estudos a comprovar que o tempo passado nestas plataformas tem vindo a aumentar.
Por sua vez, a hotelaria é um setor económico importante para Portugal, devido às suas receitas, à elevada empregabilidade e à possibilidade de dinamizar os mercados onde estes estabelecimentos estão inseridos. Assim, sendo o Algarve uma localização privilegiada e um destino famoso de sol e mar, foi a área geográfica eleita para a análise presente nesta dissertação.
Como tal, este estudo focou-se nas redes sociais dos hotéis de 5 estrelas localizados no Algarve e em que plataformas estão presentes e como as gerem, analisando também os resultados das interações obtidas das métricas sugeridas pela literatura.
O principal objetivo deste estudo é analisar a presença digital dos hotéis de 5 estrelas no Algarve nas redes sociais, avaliando em que medida aderem às boas práticas recomendadas pelos estudos empíricos considerados na literatura.
As técnicas de recolha de dados utlizadas nesta dissertação são qualitativas através da observação direta estruturada ou sistemática das redes sociais, seguido de uma análise de conteúdo.
Os resultados sugerem que apesar das diretrizes da literatura afirmarem que determinados comportamentos ajudam a aumentar o envolvimento dos consumidores com o conteúdo publicado nas redes sociais, a maioria dos hotéis não segue estas sugestões, principalmente os que não pertencem a grupos hoteleiros.
Adicionalmente, os resultados sugerem que hotéis pertencentes a grupos hoteleiros são mais ativos nas redes sociais e realizam mais esforços para se envolverem e comunicarem com os seguidores, quer seja através de mais publicações ou da utilização de mais idiomas, contrariamente aos hotéis singulares que por motivos a apurar não são muito participativos e ficam aquém dos seus competidores.
With the evolution of the technological and digital world, and the easy access to the internet, social media has become an important part of people's daily lives, with studies proving that the time spent on these platforms has been increasing. In turn, the hospitality industry is an important economic sector for Portugal due to its revenue, high employability, and its ability to boost the markets where these establishments are located. Thus, since the Algarve is a prime location and a famous sun and sea destination, it was chosen as the geographical area for the analysis presented in this dissertation. As such, this study focused on the social media presence of five-star hotels located in the Algarve, examining which platforms they are on and how they manage them, while also analyzing the interaction results based on metrics suggested by the literature. The main objective of this study is to analyse the digital presence of 5-star hotels in the Algarve on social media, assessing the extent to which they adhere to the good practices recommended by the empirical studies considered in the literature. The data collection techniques used in this dissertation are qualitative, involving structured or systematic direct observation of social media, followed by content analysis. The results suggest that although the literature indicates that certain behaviors help increase consumer engagement with content published on social media, most hotels do not follow these recommendations, particularly those that do not belong to hotel groups. Additionally, the results suggest that hotels that are part of hotel groups are more active on social media and make greater efforts to engage and communicate with their followers, whether through more frequent posts or the use of multiple languages, in contrast to independent hotels, which, for reasons yet to be determined, are less participative and fall behind their competitors.
With the evolution of the technological and digital world, and the easy access to the internet, social media has become an important part of people's daily lives, with studies proving that the time spent on these platforms has been increasing. In turn, the hospitality industry is an important economic sector for Portugal due to its revenue, high employability, and its ability to boost the markets where these establishments are located. Thus, since the Algarve is a prime location and a famous sun and sea destination, it was chosen as the geographical area for the analysis presented in this dissertation. As such, this study focused on the social media presence of five-star hotels located in the Algarve, examining which platforms they are on and how they manage them, while also analyzing the interaction results based on metrics suggested by the literature. The main objective of this study is to analyse the digital presence of 5-star hotels in the Algarve on social media, assessing the extent to which they adhere to the good practices recommended by the empirical studies considered in the literature. The data collection techniques used in this dissertation are qualitative, involving structured or systematic direct observation of social media, followed by content analysis. The results suggest that although the literature indicates that certain behaviors help increase consumer engagement with content published on social media, most hotels do not follow these recommendations, particularly those that do not belong to hotel groups. Additionally, the results suggest that hotels that are part of hotel groups are more active on social media and make greater efforts to engage and communicate with their followers, whether through more frequent posts or the use of multiple languages, in contrast to independent hotels, which, for reasons yet to be determined, are less participative and fall behind their competitors.
Description
Keywords
Hotéis de 5 estrelas Redes sociais Marketing digital Marketing de conteúdo