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Neste artigo expõem-se e discutem-se alguns dos resultados obtidos no âmbito de um estudo sobre a gestão hoteleira, realizado na Região Autónoma da Madeira. Este estudo procurou perceber a importância das técnicas de marketing relacional e a identificação dos fatores mais importantes para os hóspedes no relacionamento com o hotel. A investigação adquiriu um carácter descritivo, o que permitiu perceber o que os turistas pretendem e como atuam nas suas decisões. Através de uma metodologia mista que passou pela realização de três entrevistas a responsáveis de hotéis e de 188 questionários aos turistas foi possível verificar que o Facebook é a rede social mais utilizada para o planeamento de uma viagem, tal como é a eleita pelos hotéis para possuírem um perfil. Durante a análise foi possível, também, constatar que os consumidores consideram importante que os hotéis tenham em conta os pacotes de desconto para futuras estadias, os agrados no check-in e durante a estadia, a personalização dos serviços, o tratamento personalizado, como ser reconhecido pelo seu próprio nome, sendo importantes para o melhoramento e manutenção da relação. O estudo realizado permitiu também concluir que nem todos os hotéis utilizam ainda de forma mais eficaz as ferramentas de marketing digital.
In this article we present and discuss some of the results obtained in the context of a study on hotel management, carried out in the Autonomous Region of Madeira. This study sought to understand the importance of relational marketing techniques and the identification of the most important factors for guests in their relationship with the hotel. The research took on a descriptive character, which allowed us to understand what tourists want and how they act in their decisions. Through a mixed methodology that included three interviews with hotel managers and 188 tourist surveys, it was found that Facebook is the most used social network for travel planning, as many hotels choose it as a communication tool. During the analysis it was also found that consumers consider it important that hotels take into account the discount packages for future stays, the check-in and stay experience, personalization of services and personalized treatment as decisive factors for the improvement and maintenance of the relationship. It has also been found that not all hotels use digital marketing tools in an effective and efficient manner.
In this article we present and discuss some of the results obtained in the context of a study on hotel management, carried out in the Autonomous Region of Madeira. This study sought to understand the importance of relational marketing techniques and the identification of the most important factors for guests in their relationship with the hotel. The research took on a descriptive character, which allowed us to understand what tourists want and how they act in their decisions. Through a mixed methodology that included three interviews with hotel managers and 188 tourist surveys, it was found that Facebook is the most used social network for travel planning, as many hotels choose it as a communication tool. During the analysis it was also found that consumers consider it important that hotels take into account the discount packages for future stays, the check-in and stay experience, personalization of services and personalized treatment as decisive factors for the improvement and maintenance of the relationship. It has also been found that not all hotels use digital marketing tools in an effective and efficient manner.
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Keywords
Turismo marketing relacional redes sociais e hotelaria Tourism relationship marketing social networks and hospitality