Análise aos comportamentos dos turistas : um estudo nas unidades hoteleiras em Portugal
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Data
2023
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O desenvolvimento do Turismo está intimamente relacionado com desenvolvimento global. O conhecimento das pessoas, da história e da língua, e a transmissão da cultura, estão no centro dos paradigmas modernos de gestão e do planeamento. O consumo do turismo e as tendências de consumo, são cada vez mais inteligentes e estão impulsionando a procura por experiências personalizadas, para que possa diferenciar das experiências típicas desfrutadas pela população em global. O mundo não para de mudar a uma velocidade avassalante, e com a globalização baseada na competitividade sustentável, será um dos pilares que guiará o futuro do turismo global. O objetivo deste estudo é fornecer uma síntese, com uma perspetiva sobre o futuro, com o desenvolvimento turístico e prever quais são as tendências na evolução do turismo. Este estudo foi desenvolvido por meio de uma revisão literária, com o complemento de ferramentas de pesquisa, baseada em análise dos comportamentos dos consumidores. Metodologicamente, foram obtidas 103 respostas válidas utilizando um questionário online como ferramenta de dados. Em seguida, são processados e analisados de forma a obter resultados dos quais os atributos são fundamentais para caracterizar os turistas e os EH portugueses. Com base nos resultados, estabelecem-se expectativas em relação ao futuro do alojamento. Fatores como: personalização e tecnologia são fatores chaves para este segmento de mercado. Dadas as conclusões desta metodologia, existe a necessidade de investir globalmente em estratégia, promoção e inovação ao nível hoteleiro. Estes resultados mostram a importância da internet aquando dos turistas planeiam em reservar o alojamento, sendo que ao considerar os atributos mais importantes para a tomada de decisão, destacam-se os fatores como: a qualidade de serviço e disponibilidade. Conclui ainda, que a tecnologia e a personalização são as áreas que criam maiores expectativas dos consumidores quanto ao futuro dos EH em Portugal. Nesse sentido, as unidades hoteleiras não podem limitar somente à “venda de quartos”, pelo que é necessário uma experiência inovadora e pessoal, focada para cada consumidor. Os turistas procuram o fator tecnológico para melhorar a qualidade do serviço e para que possa potenciar as suas experiências e satisfações globais de cada um.
Tourism development is closely related to global development. Knowledge of people, history and language, and the transmission of culture are at the heart of modern management and planning paradigms. Tourism consumption and consumer trends are increasingly intelligent and are driving the demand for personalized experiences, so that it can differ from the typical experiences enjoyed by the global population. The world keeps changing at an overwhelming speed, and with globalization based on sustainable competitiveness, it will be one of the pillars that will guide the future of global tourism. The aim of this study is to provide a synthesis, with a perspective on the future, with tourism development and predict what are the trends in the evolution of tourism. This study was developed through a literature review, with the complement of research tools, based on analysis of consumer behaviors. Methodologically, 103 valid responses were obtained using an online questionnaire as a data tool. Then, they are processed and analyzed in order to obtain results from which attributes are fundamental to characterize Portuguese tourists and EH. Based on the results, expectations regarding the future of accommodation are established. Factors such as: personalization and technology are key factors for this market segment. Given the conclusions of this methodology, there is a need to invest globally in strategy, promotion and innovation at the hotel level. These results show the importance of the internet when tourists plan to book accommodation, and when considering the most important attributes for decision making, factors such as: quality of service and availability stand out. It also concludes that technology and personalization are the areas that create greater consumer expectations for the future of EH in Portugal. In this sense, hotel units cannot limit themselves only to the "sale of rooms", so an innovative and personal experience is needed, focused on each consumer. Tourists seek the technological factor to improve the quality of service and to enhance their overall experiences and satisfaction.
Tourism development is closely related to global development. Knowledge of people, history and language, and the transmission of culture are at the heart of modern management and planning paradigms. Tourism consumption and consumer trends are increasingly intelligent and are driving the demand for personalized experiences, so that it can differ from the typical experiences enjoyed by the global population. The world keeps changing at an overwhelming speed, and with globalization based on sustainable competitiveness, it will be one of the pillars that will guide the future of global tourism. The aim of this study is to provide a synthesis, with a perspective on the future, with tourism development and predict what are the trends in the evolution of tourism. This study was developed through a literature review, with the complement of research tools, based on analysis of consumer behaviors. Methodologically, 103 valid responses were obtained using an online questionnaire as a data tool. Then, they are processed and analyzed in order to obtain results from which attributes are fundamental to characterize Portuguese tourists and EH. Based on the results, expectations regarding the future of accommodation are established. Factors such as: personalization and technology are key factors for this market segment. Given the conclusions of this methodology, there is a need to invest globally in strategy, promotion and innovation at the hotel level. These results show the importance of the internet when tourists plan to book accommodation, and when considering the most important attributes for decision making, factors such as: quality of service and availability stand out. It also concludes that technology and personalization are the areas that create greater consumer expectations for the future of EH in Portugal. In this sense, hotel units cannot limit themselves only to the "sale of rooms", so an innovative and personal experience is needed, focused on each consumer. Tourists seek the technological factor to improve the quality of service and to enhance their overall experiences and satisfaction.
Descrição
Orientação: Felipa Cristina Henriques Rodrigues Lopes dos Reis
Palavras-chave
MESTRADO EM GESTÃO DE EMPRESAS, GESTÃO DE EMPRESAS, BUSINESS MANAGEMENT, TURISMO, TOURISM, COMPORTAMENTO DOS CONSUMIDORES, CONSUMER BEHAVIOUR, GESTÃO HOTELEIRA, HOTEL MANAGEMENT, PORTUGAL