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Advisor(s)
Abstract(s)
Na atualidade a presença digital nas redes sociais é fundamental para os estabelecimentos
hoteleiros, pois ajuda a construir e a manter a reputação online da marca, num mundo cada
vez mais global. As redes sociais são uma ferramenta poderosa para criar um
relacionamento mais próximo com os clientes e potenciais clientes, permitindo que os hotéis
comuniquem diretamente com eles, respondam a perguntas, recebam feedback e ofereçam
suporte ao cliente em tempo real. As redes sociais são um canal de marketing altamente
eficaz para os hotéis, pois permitem que estes promovam os seus serviços, apresentem os
seus diferenciais e atrativos, mostrem as comodidades e instalações. Além disso, as redes
sociais também permitem que os hotéis promovam ofertas especiais, pacotes de férias e
eventos. Procura-se nesta investigação perceber de que forma “As redes sociais como
estratégia de Marketing Digital em estabelecimentos hoteleiros na cidade de Braga” são
importantes e de que forma contribuem para a divulgação e promoção dos hotéis. Para dar
resposta a este estudo, foi adotada uma metodologia qualitativa sendo aplicada uma análise
descritiva e entrevistas semiestruturadas aos gerentes, proprietários e responsáveis pelo
marketing dos hotéis de forma a analisar a presença digital e perceber como é feita a gestão
dos social media em que estão presentes. Foi igualmente aplicada uma metodologia
quantitativa, em que foram aplicados inquéritos por questionário a clientes dos hotéis
selecionados de forma a compreender se as redes sociais as influenciaram na decisão de
reserva e/ou compra de serviços no hotel. Pretende-se assim explorar de forma mais
detalhada as redes sociais, de modo a contribuir para uma melhor compreensão da
importância destas plataformas digitais para os estabelecimentos hoteleiros de Braga.
Today's digital presence on social media is critical for hotel establishments, as it helps to build and maintain the brand's online reputation in an increasingly global world. Social media is a powerful tool to create a closer relationship with customers and potential customers, allowing hotels to communicate directly with them, answer questions, receive feedback and offer customer support in real time. Social media is a highly effective marketing channel for hotels as it allows them to promote their services, present their differentiators and attractions, showcase amenities and facilities. In addition, social media also allows hotels to promote special offers, holiday packages and events. It is sought in this research to understand how "Social networks as a Digital Marketing strategy in hotel establishments in the city of Braga" are important and how they contribute to the dissemination and promotion of hotels. To answer this study, a qualitative methodology was adopted, being applied a descriptive analysis and semi-structured interviews to managers, owners and responsible for the hotels marketing in order to analyse the digital presence and understand how the management of social media in which they are present is made. A quantitative methodology was also applied, in which questionnaire surveys were applied to customers of the selected hotels in order to understand whether the social networks influenced them in the decision to book and/or purchase services at the hotel. It is thus intended to explore in a more detailed way the social media, in order to contribute to a better understanding of the importance of these digital platforms for hotel establishments in Braga.
Today's digital presence on social media is critical for hotel establishments, as it helps to build and maintain the brand's online reputation in an increasingly global world. Social media is a powerful tool to create a closer relationship with customers and potential customers, allowing hotels to communicate directly with them, answer questions, receive feedback and offer customer support in real time. Social media is a highly effective marketing channel for hotels as it allows them to promote their services, present their differentiators and attractions, showcase amenities and facilities. In addition, social media also allows hotels to promote special offers, holiday packages and events. It is sought in this research to understand how "Social networks as a Digital Marketing strategy in hotel establishments in the city of Braga" are important and how they contribute to the dissemination and promotion of hotels. To answer this study, a qualitative methodology was adopted, being applied a descriptive analysis and semi-structured interviews to managers, owners and responsible for the hotels marketing in order to analyse the digital presence and understand how the management of social media in which they are present is made. A quantitative methodology was also applied, in which questionnaire surveys were applied to customers of the selected hotels in order to understand whether the social networks influenced them in the decision to book and/or purchase services at the hotel. It is thus intended to explore in a more detailed way the social media, in order to contribute to a better understanding of the importance of these digital platforms for hotel establishments in Braga.
Description
Keywords
Marketing digital Redes sociais Social media Hotéis