A comunicação online dos hotéis de 5 estrelas em Lisboa
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Data
2021
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A internet apareceu com a evolução da tecnologia, a qual criou uma
oportunidade para o turismo e o setor hoteleiro. A procura por informação
e a concorrência foram os motivos que impulsionaram os hotéis a se
atualizarem no mercado. Com esta evolução que ocorreu no mercado
eletrônico, houve um avanço na distribuição dos produtos e serviços para
os clientes, empresas e fornecedores. Para o setor hoteleiro, o uso da
Internet tem ajudado na forma de fazer reservas, obter informação por sites
e e-mails, melhorar o conhecimento sobre os clientes.
As redes sociais estão sendo introduzidas atualmente, trazendo uma
mudança na forma de como as pessoas se comunicam e criando várias
formas de atividade. Acompanhando o movimento, o mercado hoteleiro
faz uso das redes sociais para publicar serviços e ficar mais conectado com
os clientes. Assim, o objetivo central é mostrar a contribuição dos meios
sociais na captação dos clientes.
O turismo é uma importante fonte de renda e gera muitos
empregos. Uma pesquisa do World Travel & Touris Council de 2017,
mostrou que o setor é responsável por 10,4% do Produto Interno Bruto
(PIB) Global gerando mais de 9,9% do trabalho mundial, (WEF, 2017).
A Internet tem transformado fundamentalmente a forma de
comunicação em relação ao turismo e a forma de compartilhar como eles
planejam e compram as viagens (Buhalis e Law, 2008). Os motores de
pesquisa transformaram-se em uma ferramenta de ajuda para obter
informações sobre viagens, é um meio importante de marketing por detrás
das empresas de viagens para alcançarem os clientes (Xsiang, Wber &
Fesenmaier, 2008). O método de pesquisa possibilita, de forma direta e
indireta, a busca de informação sobre as viagens nas redes sociais. (Xsang
& Gretzel, 2009). O marketing digital ou o e-marketing, é o marketing dos
produtos e serviços utilizando tecnologia digital, como a Internet, que
também agora inclui telemóveis e meio de comunicação digital.
The internet appeared with the evolution of technology, which created an opportunity for tourism and the hotel sector. The search for information and competition was the reason for the opportunity for hotels to update in the market. With this evolution, it happened in the electronic market, helping in the distribution of products and services to customers, companies, and suppliers. For the hotel sector, the use of the Internet has helped in the way of making reservations, information via websites and e mails, to get to know customers better. Social networks are being introduced nowadays, it brings a change in the way people use to communicate and create various forms of activity. Walking in the movement of the hotel market that makes use of social networks to publish services and be more connected with customers. Thus, the central objective is to show the contribution of social media in attracting customers. Tourism is an important source of income and generates many jobs, a survey by the World Travel & Tourism Council of 2017, showed that the sector is responsible for 10.4% of the Global Gross Domestic Product (GDP) that generates more than 9.9 % of world work, (WEF, 2017). The Internet has fundamentally transformed the way of communicating in relation to tourism and the way of sharing how they plan and buy trips (Buhalis and Law, 2008). Search engines have become a help tool for communicating about travel, it is an important marketing medium behind which travel companies can reach customers (Xsiang, Wber & Fesenmaier, 2008). The search method makes it possible, directly, and indirectly, on social networks to search for travel information (Xsang & Gretzel, 2009). Digital marketing or e-marketing, which the marketing of products and services is used in digital technology, such as the Internet, which now also includes mobile phones and digital media.
The internet appeared with the evolution of technology, which created an opportunity for tourism and the hotel sector. The search for information and competition was the reason for the opportunity for hotels to update in the market. With this evolution, it happened in the electronic market, helping in the distribution of products and services to customers, companies, and suppliers. For the hotel sector, the use of the Internet has helped in the way of making reservations, information via websites and e mails, to get to know customers better. Social networks are being introduced nowadays, it brings a change in the way people use to communicate and create various forms of activity. Walking in the movement of the hotel market that makes use of social networks to publish services and be more connected with customers. Thus, the central objective is to show the contribution of social media in attracting customers. Tourism is an important source of income and generates many jobs, a survey by the World Travel & Tourism Council of 2017, showed that the sector is responsible for 10.4% of the Global Gross Domestic Product (GDP) that generates more than 9.9 % of world work, (WEF, 2017). The Internet has fundamentally transformed the way of communicating in relation to tourism and the way of sharing how they plan and buy trips (Buhalis and Law, 2008). Search engines have become a help tool for communicating about travel, it is an important marketing medium behind which travel companies can reach customers (Xsiang, Wber & Fesenmaier, 2008). The search method makes it possible, directly, and indirectly, on social networks to search for travel information (Xsang & Gretzel, 2009). Digital marketing or e-marketing, which the marketing of products and services is used in digital technology, such as the Internet, which now also includes mobile phones and digital media.
Descrição
Orientação: Eduardo M.M.M. Sarmento Ferreira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, HOTELARIA, INTERNET, COMMUNICATION, HOTEL INDUSTRY