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Transformação digital do turismo nos Açores: Uma análise dos alojamentos locais
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Authors
Abstract(s)
O presente estudo foca-se na análise do grau de transformação digital no setor do alojamento turístico na Região Autónoma dos Açores, nomeadamente, alojamentos locais, e permite avaliar implicações, motivações e ferramentas digitais aplicadas.
O panorama digital dos investimentos tem vindo a crescer, na realidade empresarial, e o setor turístico é um dos segmentos onde se verificou um maior crescimento. Neste sentido, pretende-se averiguar sobre o grau do fenómeno nos Açores e quais foram as componentes que influenciaram este processo na totalidade.
Selecionou-se o questionário para a recolha de dados, deste trabalho, para proceder com o desenvolvimento metodológico do estudo. Este questionário obteve resposta de 185 gerentes de alojamentos locais e permitiu fazer uma avaliação acessível e direta das principais motivações, dificuldades e grau desta transformação experienciada nestas pequenas e médias empresas. Recorreu-se a uma regressão para estudar o grau de transformação digital nos Açores e foi analisada a correlação entre determinadas variáveis recolhidas neste estudo. Realizou-se, ainda, uma análise de Clusters para categorizar os gestores de alojamentos locais da região para averiguar sobre a sua utilização de ferramentas, dificuldades encontradas e incentivos utilizados no processo de digitalização.
Foi possível aferir por este estudo que a transformação digital dos alojamentos locais nos Açores, efetivamente, está a tornar-se significativa e que podemos categorizar os gestores desta área no investimento digital consoante determinadas características como ferramentas digitais e utilização de incentivos para este processo. As ferramentas digitais encontram-se a aumentar e a diversificar-se apesar de ainda existirem áreas que precisam de mais foco na transição digital.
ABSTRACT: This study focuses on analysing the degree of digital transformation in the tourist accommodation sector in the Autonomous Region of the Azores, namely local accommodation, and allows the assessment of implications, motivations and applied digital tools. The digital investment landscape has been growing in business reality and the tourism sector is one of the segments where there has been the greatest growth. In this sense, the study aims to investigate the extent of this phenomenon in Azores and what were the components that influenced this process. The research method used was a questionnaire made to 185 owners of local housing in the region. This quantitative methodological approach allowed an accessible and direct assessment of the main motivations, difficulties and degree of this transformation experienced in these small and medium-sized companies. The degree of digital transformation in the Azores was studied by doing a regression of the data. The correlation between certain variables collected in this study that may have causality effects were analysed. A Cluster analysis was also carried out to categorize local accommodation entrepreneurs in the region to find out about their use of digital tools, difficulties, and use of financial support in the digitalization process. It was possible to assess through this study that the digital transformation of local accommodation in the Azores is effectively becoming significant and that we can categorize entrepreneurs in this area in digital investment according to certain characteristics such as the use of digital tools and the use of financial help for this process. Digital tools are increasing and diversifying although there are still areas that need more focus in the digital transition.
ABSTRACT: This study focuses on analysing the degree of digital transformation in the tourist accommodation sector in the Autonomous Region of the Azores, namely local accommodation, and allows the assessment of implications, motivations and applied digital tools. The digital investment landscape has been growing in business reality and the tourism sector is one of the segments where there has been the greatest growth. In this sense, the study aims to investigate the extent of this phenomenon in Azores and what were the components that influenced this process. The research method used was a questionnaire made to 185 owners of local housing in the region. This quantitative methodological approach allowed an accessible and direct assessment of the main motivations, difficulties and degree of this transformation experienced in these small and medium-sized companies. The degree of digital transformation in the Azores was studied by doing a regression of the data. The correlation between certain variables collected in this study that may have causality effects were analysed. A Cluster analysis was also carried out to categorize local accommodation entrepreneurs in the region to find out about their use of digital tools, difficulties, and use of financial support in the digitalization process. It was possible to assess through this study that the digital transformation of local accommodation in the Azores is effectively becoming significant and that we can categorize entrepreneurs in this area in digital investment according to certain characteristics such as the use of digital tools and the use of financial help for this process. Digital tools are increasing and diversifying although there are still areas that need more focus in the digital transition.
Description
Dissertação de Mestrado, Gestão de Empresas, 13 de março de 2024, Universidade dos Açores.
Keywords
Alojamentos Locais Digitalização Turismo Açores Transformação Digital Tecnologias da Informação e Comunicação
Citation
Santos, Ana Sofia Maia. (2023). "Transformação digital do turismo nos Açores: Uma análise dos alojamentos locais". 64 p. (Dissertação de Mestrado em Gestão de Empresas). Ponta Delgada: Universidade dos Açores, 2023. Disponível em http://hdl.handle.net/10400.3/7123