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Análise das opções estratégicas do marketing digital e o seu impacto na promoção do alojamento turístico
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Authors
Abstract(s)
O propósito desta investigação é analisar a importância atribuída pela hotelaria na ilha de São Miguel (Açores, Portugal) às estratégias de marketing digital e às ferramentas de marketing digital – websites, redes sociais, TripAdvisor, Booking.com, entre outros – para envolver os clientes, construir relacionamentos fortes e criar valor para os clientes, para obter valor em troca. O método utilizado para a pesquisa desdobra-se em duas partes.
A primeira parte envolve a aplicação de um inquérito por questionário, dirigido a 40 diretores hoteleiros e responsáveis de marketing (75% do universo), de modo a aferir as perceções e opiniões dos mesmos, bem como as práticas adotadas nos seus estabelecimentos relativamente ao marketing digital. A segunda, engloba uma análise da presença digital nos websites, Facebook e Instagram dos dez melhores hotéis da ilha de
São Miguel (Açores), segundo o TripAdvisor. Concluiu-se, na opinião dos inquiridos, que o maior destaque vai para a utilização e a confiança atribuída aos websites, redes sociais e agências de viagens online, sendo o Facebook e o Instagram as redes sociais mais importantes; a Booking.com é a plataforma que capta melhor a atenção do cliente.
Os principais obstáculos à avaliação da presença digital são a falta de formação dos recursos humanos, a escassez de orçamento, a pouca informação sobre as estratégias a utilizar e a reduzida informação técnica para efetuar a monitorização. Em relação às ferramentas com a maior importância, sobressai o SEO (Search Engine Optimization).
Quanto aos parâmetros do website, Facebook e Instagram, apesar de metade dos hotéis analisados cumprirem 80% dos parâmetros avaliados no website, ainda há muito a melhorar. Foram identificados três clusters de inquiridos: o primeiro, dos apologistas das redes sociais, diretores e gerentes de hotéis de 2 ou 3 estrelas, maioritariamente do sexo masculino, um pouco mais maduros e com o ensino superior; o segundo, dos entusiastas das ferramentas de marketing digital, como o Google Ads, o Google Analytics, o SEM e
o SEO, responsáveis de marketing e assistentes de direção de hotéis de 4 ou 5 estrelas, na sua maioria mulheres, mais jovens e com habilitações elevadas; e o terceiro, dos desfasados do marketing digital, jovens, com habilitações elevadas, ligados a hotéis de 2 e 3 estrelas, que não têm um plano de marketing digital e atribuem pouca importância à generalidade das ferramentas de e-marketing.
ABSTRACT: The purpose of this study is to analyze the importance attributed by the hotel industry on the island of São Miguel (Azores, Portugal) to digital marketing strategies and digital marketing tools – websites, social networks, TripAdvisor, Booking.com, among others – to engage customers, build strong relationships and create value for customers to get value in return. The method used for the research is divided into two parts. The first part involves the application of a questionnaire survey, addressed to 40 hotel directors and marketing managers (75% of the universe), to assess their perceptions and opinions, as well as the practices adopted in their establishments regarding digital marketing. The second includes an analysis of the digital presence on the websites, Facebook and Instagram of the top 10 hotels on the island of São Miguel (Azores), according to TripAdvisor. It was concluded, in the opinion of the respondents, that the greatest emphasis goes to the use and trust attributed to websites, social networks and online travel agencies, with Facebook and Instagram being the most important social networks; Booking.com is the platform that best captures customer attention. The main obstacles to the evaluation of the digital presence are the lack of training of human resources, the scarcity of budget, the little information on the strategies to be used and the limited technical information to carry out the monitoring. Regarding the most important tools, SEO (Search Engine Optimization) stands out. As for the parameters of the website, Facebook and Instagram, despite the fact that half of the analyzed hotels meet 80% of the parameters evaluated on the website, there is still a lot to improve. Three clusters of respondents were identified: the first, apologists for social networks, directors and managers of 2 or 3-star hotels, mostly male, a little more mature and with higher education; the second, from the enthusiasts of digital marketing tools, such as Google Ads, Google Analytics, SEM and SEO, marketing managers and assistant directors of 4 or 5-star hotels, mostly women, younger and with higher education; and the third, of those outdated in digital marketing, young people, with higher education, linked to 2 and 3-star hotels, who do not have a digital marketing plan and attach little importance to emarketing tools in general.
ABSTRACT: The purpose of this study is to analyze the importance attributed by the hotel industry on the island of São Miguel (Azores, Portugal) to digital marketing strategies and digital marketing tools – websites, social networks, TripAdvisor, Booking.com, among others – to engage customers, build strong relationships and create value for customers to get value in return. The method used for the research is divided into two parts. The first part involves the application of a questionnaire survey, addressed to 40 hotel directors and marketing managers (75% of the universe), to assess their perceptions and opinions, as well as the practices adopted in their establishments regarding digital marketing. The second includes an analysis of the digital presence on the websites, Facebook and Instagram of the top 10 hotels on the island of São Miguel (Azores), according to TripAdvisor. It was concluded, in the opinion of the respondents, that the greatest emphasis goes to the use and trust attributed to websites, social networks and online travel agencies, with Facebook and Instagram being the most important social networks; Booking.com is the platform that best captures customer attention. The main obstacles to the evaluation of the digital presence are the lack of training of human resources, the scarcity of budget, the little information on the strategies to be used and the limited technical information to carry out the monitoring. Regarding the most important tools, SEO (Search Engine Optimization) stands out. As for the parameters of the website, Facebook and Instagram, despite the fact that half of the analyzed hotels meet 80% of the parameters evaluated on the website, there is still a lot to improve. Three clusters of respondents were identified: the first, apologists for social networks, directors and managers of 2 or 3-star hotels, mostly male, a little more mature and with higher education; the second, from the enthusiasts of digital marketing tools, such as Google Ads, Google Analytics, SEM and SEO, marketing managers and assistant directors of 4 or 5-star hotels, mostly women, younger and with higher education; and the third, of those outdated in digital marketing, young people, with higher education, linked to 2 and 3-star hotels, who do not have a digital marketing plan and attach little importance to emarketing tools in general.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 24 de fevereiro de 2023, Universidade dos Açores.
Keywords
Marketing Digital Social Media Hotelaria
Citation
Leite, Hugo Filipe Avelar. (2022). "Análise das opções estratégicas do marketing digital e o seu impacto na promoção do alojamento turístico". 71 p. (Dissertação de Mestrado em Gestão do Turismo Internacional). Ponta Delgada: Universidade dos Açores, 2022. Disponível em http://hdl.handle.net/10400.3/6725