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Hotel promotion through social media: hotel Anantara Vilamoura & Algarve resort

2021Comunicação em conferência Acesso aberto
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dc.contributor.authorLousada, Inês
dc.contributor.authorSilva, Susana
dc.contributor.authorEsteves, Elsa Tavares
dc.date.accessioned2022-11-02T10:37:26Z
dc.date.available2022-11-02T10:37:26Z
dc.date.issued2021
dc.description.abstractThe main objective of the present study is to understand the role of networks in the promotion of the Hotel Anantara Vilamoura & Algarve Resort. In response to the objective research, the following specific objectives were considered: i) to identify social networks used by the hotel; ii) understand the monitoring that the hotel gives to social networks; iii) identify the social networks most used by customers; iv) identify problems and challenges faced by the hotel in the management of its social networks; v) understand how the hotel uses the networks to be more competitive. A qualitative methodology was applied supported by semi-structured interviews with the Hotel Director, the Head of Social Networks, and the Guests, between August and October 2020. The information on the interviews was handled individually through content analysis. It was concluded that the network services are a direct channel between the Hotel and consumers, which facilitates brand exposure and interaction with customers. In this regard, it allows for greater loyalty and to attract new customers. The results reveal that, when compared to other traditional means of communication, online social networks are a great tool that allows the hotel to publicize its services easily and quickly, in real-time, with great exposure and with reduced costs. The hotel is concerned to use social networks in the best way, with a focus on the current client and the target audience.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationLousada, Inês; Silva, Susana; Esteves, Elsa Tavares (2021). Hotel promotion through social media: hotel Anantara Vilamoura & Algarve resort. In 37th International Business Information Management Association. Cordoba, p. 2978-2984. ISBN 978-0-9998551-6-4pt_PT
dc.identifier.isbn978-0-9998551-6-4
dc.identifier.urihttp://hdl.handle.net/10198/26061
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherIBIMA Publishingpt_PT
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/pt_PT
dc.subjectHotel promotionpt_PT
dc.subjectSocial networkspt_PT
dc.subjectSocial mediapt_PT
dc.subjectHotel Anantara Vilamoura & Algarve resortpt_PT
dc.titleHotel promotion through social media: hotel Anantara Vilamoura & Algarve resortpt_PT
dc.typeconference paper
dspace.entity.typePublication
oaire.citation.conferencePlaceCordobapt_PT
oaire.citation.endPage2984pt_PT
oaire.citation.startPage2978pt_PT
oaire.citation.title37th International Business Information Management Association (IBIMA)pt_PT
person.familyNameEsteves
person.givenNameElsa Tavares
person.identifier.ciencia-id3614-29F4-BC16
person.identifier.orcid0000-0002-8463-9842
rcaap.rightsopenAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication4e6b2b0a-435c-49f2-8533-95bec998f596
relation.isAuthorOfPublication.latestForDiscovery4e6b2b0a-435c-49f2-8533-95bec998f596

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