Publication
O potencial dos canais digitais no setor hoteleiro
| dc.contributor.author | Cunha, Manuela | |
| dc.contributor.author | Franco, João | |
| dc.contributor.author | Correia, Ricardo | |
| dc.date.accessioned | 2021-12-21T10:06:16Z | |
| dc.date.available | 2021-12-21T10:06:16Z | |
| dc.date.issued | 2021 | |
| dc.description.abstract | Os canais digitais são, atualmente, ferramentas bastante relevantes na comunicação organizacional nas vertentes business to business (B2B), business to consumer (B2C) e consumer to consumer (C2C), não devendo, por isso, ser descuradas [1]. O turismo em geral, e a hotelaria em particular, devido às suas caraterísticas intrínsecas, encontram-se particularmente influenciados por esta tendência. Neste sentido, o objetivo da presente investigação passa por compreender a influência que as redes genéricas e não genéricas exercem no setor hoteleiro, tanto, sob a ótica da entidade como do consumidor. Para tal, foram recolhidos dados em diversos canais digitais de doze estabelecimentos hoteleiros situados na cidade do Porto, com diferentes classificações. Perante os resultados obtidos, ficou claro que o conteúdo e a presença, variam consoante a classificação, sendo importante determinar-se o target e o posicionamento que se pretende atingir antes de definir qualquer estratégia de comunicação a implementar. | pt_PT |
| dc.description.abstract | Digital channels are currently very relevant tools in organizational communication in the areas of business to business (B2B), business to consumer (B2C) and consumer to consumer (C2C), and should therefore not be neglected [1]. Tourism ingeneral, and hospitality, due to its intrinsic characteristics, has been particularly influenced by this trend. In this sense, the objective of the present investigation is to understand the influence that generic and non-generic channels have on the hotel sector, both from the perspective of the entity and the consumer. To this end, data were collected on several digital channels from twelve hotels located in the city of Porto, with different star ratings. In this context, in view of the results obtained, it was clear that the content and presence vary according to the classification, being important to determine the target and the positioning that is to be reached before defining any communication strategy. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.citation | Cunha, Manuela; Franco, João; Correia, Ricardo (2021). O potencial dos canais digitais no setor hoteleiro = The potential of digital in the hotel sector. In 16th Iberian Conference on Information Systems and Technologies (CISTI). Chaves. p. 5-11. ISBN 978-989-54659-1-0 | pt_PT |
| dc.identifier.isbn | 978-989-54659-1-0 | |
| dc.identifier.uri | http://hdl.handle.net/10198/24537 | |
| dc.language.iso | por | pt_PT |
| dc.peerreviewed | yes | pt_PT |
| dc.publisher | Iberian Association for Information Systems and Techonologies (AISTI) | pt_PT |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | pt_PT |
| dc.subject | Tourism | pt_PT |
| dc.subject | Hotel sector | pt_PT |
| dc.subject | Digital marketing | pt_PT |
| dc.subject | Social networks | pt_PT |
| dc.subject | Reviews online | pt_PT |
| dc.title | O potencial dos canais digitais no setor hoteleiro | pt_PT |
| dc.title.alternative | The potential of digital in the hotel sector | pt_PT |
| dc.type | conference paper | |
| dspace.entity.type | Publication | |
| oaire.citation.endPage | 11 | pt_PT |
| oaire.citation.startPage | 5 | pt_PT |
| oaire.citation.title | 16th Iberian Conference on Information Systems and Technologies (CISTI) | pt_PT |
| person.familyName | Franco | |
| person.familyName | Correia | |
| person.givenName | João | |
| person.givenName | Ricardo | |
| person.identifier | 2752542 | |
| person.identifier.ciencia-id | D811-8EE2-F7C5 | |
| person.identifier.ciencia-id | 8C10-37EE-796D | |
| person.identifier.orcid | 0000-0001-6358-3803 | |
| person.identifier.orcid | 0000-0002-0132-4002 | |
| person.identifier.scopus-author-id | 37085131800 | |
| rcaap.rights | restrictedAccess | pt_PT |
| rcaap.type | conferenceObject | pt_PT |
| relation.isAuthorOfPublication | 564435c8-881e-45a5-a448-9b0db7838a0a | |
| relation.isAuthorOfPublication | 99a2c38b-f63f-444f-809e-e3a9f73e732f | |
| relation.isAuthorOfPublication.latestForDiscovery | 564435c8-881e-45a5-a448-9b0db7838a0a |
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