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Relatos de um estágio realizado em marketing de eventos num hotel à beira mar
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| 3.39 MB | Adobe PDF |
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Abstract(s)
Com o objetivo de concluir o grau de Mestre em Marketing Management pela Faculdade de Economia da Universidade do Algarve, realizou-se um estágio no departamento de Eventos do Hotel Tivoli Carvoeiro Algarve Resort. Entre diversas tarefas desempenhadas no âmbito da organização de cerimónias de casamento, uma das mais relevantes para a conclusão o grau, foi a análise dos comentários partilhados pelos clientes na plataforma TripAdvisor. É sobre esta tarefa que incide, de forma especial, este Relatório de Estágio.
Este trabalho contribuiu para conhecer, de forma mais sistematizada, o conteúdo gerado e partilhado por clientes que realizam a sua cerimónia de casamento no Hotel Tivoli Carvoeiro Algarve Resort. Para tal, procedeu-se à análise do conteúdo partilhado na plataforma TripAdvisor.
Tomando como enquadramento teórico a experiência do consumidor e a atmosfera do local, foi possível compreender as razões da escolha do local para realizar este evento especial e explorar os elementos que influenciam a satisfação, as intenções de regressar e recomendar o hotel para este tipo de cerimónia, assim como a natureza (positiva ou negativa) do word-of-mouth no TripAdvisor (e-WOM).
A análise da experiência em torno dos casamentos realizados nesta unidade hoteleira foi feita a partir de duas perspetivas: o segmento de clientes que fazem parte do evento (os atores principais da cerimónia) e os outros hóspedes que, não fazendo parte da lista de convidados que integra a cerimónia, experienciaram-na, de alguma forma, durante a sua estada no hotel (os espectadores que assistiam ao evento).
Em termos metodológicos, trata-se de um estudo exploratório, com uma abordagem qualitativa dos dados, de carácter dedutivo. Os dados foram recolhidos através do TripAdvisor, uma das mais reconhecidas plataformas reviews online em contexto de turismo e hospitalidade. No TripAdvisor os clientes podem partilhar a sua experiência através de conteúdo textual, pictórico e vídeos. No âmbito deste estudo foram recolhidos 177 comentários no período compreendido entre 2006 a 2020. Para a extração dos comentários utilizou-se o software Scrape Storm, versão 3.5.3. Para analisar e codificar os dados utilizou-se o software NVivo 12 Plus.
A análise dos dados permitiu evidenciar duas perspetivas antagónicas entre a experiência de quem faz parte do casamento (os atores principais) e dos hóspedes externos ao evento (os espectadores). Os atores do evento influenciam positivamente a imagem do Tivoli Carvoeiro através de e-WOM, maioritariamente de natureza positiva enquanto, que os espectadores do evento influenciam, na sua maioria, a imagem do hotel de forma não favorável. As conclusões deste estudo podem contribuir para gestão harmoniosa de dois produtos: a organização de cerimónias de casamento e o alojamento de hóspedes externos à cerimónia. A gestão dos palcos e das experiências que neles são vividas deve ser, pois, criteriosamente desenhada de forma a evitar situações de conflito.
Este estudo, além de ir ao encontro de uma lacuna identificada na literatura na medida em que se trata de um tema pouco explorado em termos académicos, é também inovador e rico em contributos para a gestão de empreendimentos hoteleiros que, em resposta a uma procura crescente, oferecem este produto.
With the aim of concluding the Masters degree in Marketing Management through the University of Economics of the Algarve, an internship in the department of Events in Hotel Tivoli Carvoeiro Algarve Resort took place. Among the various tasks performed in the area of the organization of wedding ceremonies, one of the most relevant task for the conclusion of the degree, was the analysis of the comments shared by the clients in TripAdvisor’s platform. In fact, the Internship Report is based on this task specifically. This work contributed towards the knowledge, in a more systematic way, the content created and shared by clients who had their wedding ceremony at Hotel Tivoli Carvoeiro Algarve Resort. For such, an analysis of the shared content in TripAdvisor’s platform was taken. By taking the experience of the consumer and the atmosphere of the place as the theoretical picture, it was possible to comprehend the reasons for the choice of the place to do this special event and explore the elements that influence satisfaction, the intention of returning and recommending the hotel for this type of ceremony, and the nature (positive or negative) of word-of-mouth in TripAdvisor (e-WOM). The analysis of the experience of weddings held on this hotel was made by two perspectives: the segment of the clients who are part of the event (the actors of the ceremony) and the other guests that, even though they were not in the guest list, in some shape or form, have experienced the ceremony during their stay at the hotel (the spectators of the event). In methodological terms, this is an exploring study, with a qualitative approach of the data, of deductive character. The data was extracted from TripAdvisor, one of the most well known platforms of online reviews in the context of tourism and hospitality. In TripAdvisor the clients can share their experience through written comments, pictures and videos. In the scope of this study 177 comments were analyzed in the period between 2006 and 2020. For the extraction of the comments the software Scrape Storm, version 3.5.3, was utilized. To analyse and encode the data the software NVivo 12 Plus was used. The analysis of the data allowed two antagonistic perspectives to be spotted between the experience of who is part of the wedding (the actors of the event) and the guests outside of the event (the spectators). The actors of the event influence positively the image of Tivoli Carvoeiro through e-WOM, while the spectators influence, in majority, the image of the hotel in a negative way. The conclusions of this study can contribute to a harmonious management of two products: the organization of wedding ceremonies and the accommodation of the guests outside of the ceremony. The management of the stages and the experiences that are lived in the same place, should be designed in a way that it avoids conflicts. This study, besides meeting a gap identified in the literature in the sense that this theme has not been explored much in academic terms, it is innovator and rich in contributions to the management of hotels that, in response to an increasing demand, offer this product.
With the aim of concluding the Masters degree in Marketing Management through the University of Economics of the Algarve, an internship in the department of Events in Hotel Tivoli Carvoeiro Algarve Resort took place. Among the various tasks performed in the area of the organization of wedding ceremonies, one of the most relevant task for the conclusion of the degree, was the analysis of the comments shared by the clients in TripAdvisor’s platform. In fact, the Internship Report is based on this task specifically. This work contributed towards the knowledge, in a more systematic way, the content created and shared by clients who had their wedding ceremony at Hotel Tivoli Carvoeiro Algarve Resort. For such, an analysis of the shared content in TripAdvisor’s platform was taken. By taking the experience of the consumer and the atmosphere of the place as the theoretical picture, it was possible to comprehend the reasons for the choice of the place to do this special event and explore the elements that influence satisfaction, the intention of returning and recommending the hotel for this type of ceremony, and the nature (positive or negative) of word-of-mouth in TripAdvisor (e-WOM). The analysis of the experience of weddings held on this hotel was made by two perspectives: the segment of the clients who are part of the event (the actors of the ceremony) and the other guests that, even though they were not in the guest list, in some shape or form, have experienced the ceremony during their stay at the hotel (the spectators of the event). In methodological terms, this is an exploring study, with a qualitative approach of the data, of deductive character. The data was extracted from TripAdvisor, one of the most well known platforms of online reviews in the context of tourism and hospitality. In TripAdvisor the clients can share their experience through written comments, pictures and videos. In the scope of this study 177 comments were analyzed in the period between 2006 and 2020. For the extraction of the comments the software Scrape Storm, version 3.5.3, was utilized. To analyse and encode the data the software NVivo 12 Plus was used. The analysis of the data allowed two antagonistic perspectives to be spotted between the experience of who is part of the wedding (the actors of the event) and the guests outside of the event (the spectators). The actors of the event influence positively the image of Tivoli Carvoeiro through e-WOM, while the spectators influence, in majority, the image of the hotel in a negative way. The conclusions of this study can contribute to a harmonious management of two products: the organization of wedding ceremonies and the accommodation of the guests outside of the ceremony. The management of the stages and the experiences that are lived in the same place, should be designed in a way that it avoids conflicts. This study, besides meeting a gap identified in the literature in the sense that this theme has not been explored much in academic terms, it is innovator and rich in contributions to the management of hotels that, in response to an increasing demand, offer this product.
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Keywords
Casamento Customer experience Escolha do local de casamento Atmospherics E-wom