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Advisor(s)
Abstract(s)
O Marketing Digital é uma vantagem determinante para a estratégia empresarial do sector hoteleiro. Para além de ser uma poderosa ferramenta para a implementação de ações e políticas de marketing turístico, também permite o acompanhamento e a aferição dos seus resultados; ajudando a mantê-las num nível de eficácia e sucesso ou a melhorá-las. O Marketing Digital também pode ser um forte aliado no combate a crises económicas imprevistas no sector hoteleiro, como é o caso da atual situação que atravessamos provocada pelo COVID-19. Neste artigo será analisada a estratégia de Marketing Digital implementada pelo HSL sob o ponto de vista do consumidor digital, através de uma análise exploratória ao seu website, plataformas de reserva online, redes sociais e como estas ferramentas digitais têm ajudado o HSL ao longo da pandemia COVID-19.
Digital Marketing is a decisive advantage for the business strategy of the hotel sector. Besides being a powerful tool for implementing tourism marketing actions and policies also enables the monitoring and measurement of results; helping to keep them at a level of effectiveness and success or to improve them. Digital Marketing can also be a strong ally in combating unforeseen economic crises in the hotel sector, as is the case of the current situation that we are experiencing caused by COVID-19. In this article, the Digital Marketing strategy implemented by HSL from the point of view of the digital consumer will be analyzed, through an exploratory analysis of its website, online booking platforms, social networks and how these digital tools have helped HSL throughout the pandemic. COVID-19
Digital Marketing is a decisive advantage for the business strategy of the hotel sector. Besides being a powerful tool for implementing tourism marketing actions and policies also enables the monitoring and measurement of results; helping to keep them at a level of effectiveness and success or to improve them. Digital Marketing can also be a strong ally in combating unforeseen economic crises in the hotel sector, as is the case of the current situation that we are experiencing caused by COVID-19. In this article, the Digital Marketing strategy implemented by HSL from the point of view of the digital consumer will be analyzed, through an exploratory analysis of its website, online booking platforms, social networks and how these digital tools have helped HSL throughout the pandemic. COVID-19
Description
Keywords
Turismo Marketing digital COVID-19 Setor hoteleiro Hotel Turismo São Lázaro
Citation
Serra, Daniela; Morais, Elisabete Paulo; Cunha, Carlos R. (2020). A importância do marketing digital na hotelaria: caso de estudo do Hotel Turismo São Lázaro = The importance of digital marketing in hospitality: case study of Hotel Turismo São Lázaro. RISTI - Revista Ibérica de Sistemas e Tecnologias de Informação. ISSN 1646-9895. 2020:E34, p. 463-475
Publisher
AISTI – Associação Ibérica de Sistemas e Tecnologias de Informação