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Abstract(s)
Esta dissertação tem como objetivo conhecer o impacto que a pandemia “Covid-19” teve no
turismo e pretende identificar as estratégias que o setor hoteleiro utilizou para superar o receio
dos turistas, procurando perceber se existiram mudanças significativas no período pré e pós pandemia.
Para a resolução dos objetivos desta investigação, foram realizadas entrevistas a responsáveis
pela gestão dos hotéis sobre as estratégias utilizadas para ultrapassar a situação pandémica.
Nesta entrevista, foi possível perceber que ninguém estava preparado para uma situação
pandémica, as empresas, tais como toda a gente foram apanhadas de surpresa e sem saberem
o que esperar tiveram que fechar durante um tempo para ajudarem a conseguir “travar” o vírus
– Covid-19. Tiveram que ser utilizadas estratégias para minimizar os impactos económicos.
Essas estratégias focaram-se na sustentabilidade, segurança, higiene e surgiu o selo “Clean &
Safe” que representou uma mais valia para dar confiança aos clientes. Houve um aumento
muito grande no desenvolvimento digital, as empresas que não estavam no online tiveram que
se reinventar e criar o seu próprio site e redes sociais.
De seguida procedeu-se à realização de um inquérito online que pretendeu identificar e
conhecer os comportamentos dos consumidores turísticos durante e depois da pandemia –
Covid-19. Nesse inquérito obtiveram-se 141 respostas.
Procurou-se saber se o inquirido “Tem por hábito gozar férias?”, identificando-se que dos 141
inquiridos, 119 responderam “sim” representando a maioria, com 84,4% da amostra.
Com os resultados deste estudo foi possível identificar também que com a questão “Realizou
férias no período de Covid?” existiram mais pessoas que não realizaram férias neste período
do que as que realizaram. No entanto as percentagens não se mostraram muito diferentes, com
valores de 52,1% e 47,9% respetivamente.
Com o estudo percebeu-se que o selo Clean & Safe teve um papel muito importante durante
a pandemia, pois revelou segurança e confiança aos consumidores turísticos permitindo um
menor receio na escolha dos hotéis.
Na questão “quais os motivos de realizar férias?” realizou-se uma análise multivariada
(análise fatorial). Encontraram-se dois fatores o primeiro designa-se por experiências
turísticas, com valor próprio de 3,587 e uma variância total de 39,8 %, o Segundo fator com
valor próprio de 2,190 e uma variância total de 24,332%. Pode-se designar o primeiro fator
como - Experiências turísticas e o fator 2 como – Socializar e relaxar. Também para a questão - “o que o motiva na escolha do hotel” foi realizada a análise
multivariada. Neste estudo, encontraram-se dois fatores o primeiro pode designar-se por
características do hotel, com valor próprio de 3,473 e uma variância total de 31,6 %, o
Segundo fator com valor próprio de 2,606 e uma variância total de 23,7% pode-se designar
como condições extra e segurança.
ABSTRACT: This dissertation aims to understand the impact that the Covid-19 pandemic has had on tourism and to identify the strategies that the hotel sector has used to overcome the fear of tourists, trying to see if there have been significant changes in the pre- and post-pandemic period. In order to achieve the objectives of this research, interviews were conducted with hotel managers about the strategies used to overcome the pandemic situation. In this interview, it was possible to see that no one was prepared for a pandemic situation, companies, like everyone else, were taken by surprise and without knowing what to expect, they had to close for a while to help "stop" the virus - Covid-19. Strategies had to be used to minimize the economic impact. These strategies focused on sustainability, safety and hygiene, and the "Clean & Safe" seal was an added value to give customers confidence. There has been a huge increase in digital development, companies that were not online have had to reinvent themselves and create their own websites and social networks. An online survey was then carried out with the aim of identifying and getting to know the behavior of tourist consumers during and after the pandemic - Covid-19. This survey received 141 responses. The aim was to find out whether the respondent "takes vacations as a habit?" Of the 141 respondents, 119 answered "yes", representing the majority, with 84.4% of the sample. With the results of this study, it was also possible to identify that with the question "Did you go on vacation during the Covid period?" there were more people who didn't go on vacation during this period than those who did. However, the percentages were not very different, at 52.1% and 47.9% respectively. The study showed that the Clean & Safe seal played a very important role during the pandemic, as it showed safety and confidence to tourist consumers, allowing them to have less fear when choosing hotels. A multivariate analysis (factor analysis) was carried out on the question "what are the reasons for going on vacation?". Two factors were found: the first is called tourist experiences, with an eigenvalue of 3.587 and a total variance of 39.8%; the second factor has an eigenvalue of 2.190 and a total variance of 24.332%. The first factor can be called - Tourist experiences and factor 2 - Socializing and relaxing. Multivariate analysis was also carried out on the question "what motivates you when choosing a hotel". In this study, two factors were found: the first can be called hotel characteristics, with an eigenvalue of 3.473 and a total variance of 31.6%; the second factor with an eigenvalue of 2.606 and a total variance of 23.7% can be called extra conditions and security.
ABSTRACT: This dissertation aims to understand the impact that the Covid-19 pandemic has had on tourism and to identify the strategies that the hotel sector has used to overcome the fear of tourists, trying to see if there have been significant changes in the pre- and post-pandemic period. In order to achieve the objectives of this research, interviews were conducted with hotel managers about the strategies used to overcome the pandemic situation. In this interview, it was possible to see that no one was prepared for a pandemic situation, companies, like everyone else, were taken by surprise and without knowing what to expect, they had to close for a while to help "stop" the virus - Covid-19. Strategies had to be used to minimize the economic impact. These strategies focused on sustainability, safety and hygiene, and the "Clean & Safe" seal was an added value to give customers confidence. There has been a huge increase in digital development, companies that were not online have had to reinvent themselves and create their own websites and social networks. An online survey was then carried out with the aim of identifying and getting to know the behavior of tourist consumers during and after the pandemic - Covid-19. This survey received 141 responses. The aim was to find out whether the respondent "takes vacations as a habit?" Of the 141 respondents, 119 answered "yes", representing the majority, with 84.4% of the sample. With the results of this study, it was also possible to identify that with the question "Did you go on vacation during the Covid period?" there were more people who didn't go on vacation during this period than those who did. However, the percentages were not very different, at 52.1% and 47.9% respectively. The study showed that the Clean & Safe seal played a very important role during the pandemic, as it showed safety and confidence to tourist consumers, allowing them to have less fear when choosing hotels. A multivariate analysis (factor analysis) was carried out on the question "what are the reasons for going on vacation?". Two factors were found: the first is called tourist experiences, with an eigenvalue of 3.587 and a total variance of 39.8%; the second factor has an eigenvalue of 2.190 and a total variance of 24.332%. The first factor can be called - Tourist experiences and factor 2 - Socializing and relaxing. Multivariate analysis was also carried out on the question "what motivates you when choosing a hotel". In this study, two factors were found: the first can be called hotel characteristics, with an eigenvalue of 3.473 and a total variance of 31.6%; the second factor with an eigenvalue of 2.606 and a total variance of 23.7% can be called extra conditions and security.
Description
Keywords
Turismo Marketing Setor hoteleiro Covid-19