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Abstract(s)
Este estudo procurou investigar a influência das interações sociais ocorridas na internet e o seu impacto na intenção de reserva de uma determinada marca hoteleira.
Foi utilizada uma metodologia quantitativa usando um questionário online, dirigido aos turistas que fizeram reserva de alojamento numa determinada marca hoteleira, através da internet, nos últimos 12 meses. Obteve-se uma amostragem de 270 inquiridos, que foram posteriormente tratados e analisados estatisticamente no SPSS 21 e no Lisrel 8.0.
Os resultados mostraram que as interações sociais entre amigos e familiares têm uma influência significativa sobre a intenção de reserva de uma determinada marca hoteleira. No entanto a consciência sobre a marca foi a característica que demonstrou ter uma maior influência positiva sobre a intenção de reserva.
This study pretends to investigate the influence of social interactions on the Internet and its impact on the intention to book a given hotel brand. It was used a quantitative methodology through an online questionnaire, targeted to tourists who have booked a given hotel brand to stay hosted, through a specific website, in the last 12 months. A sample of 270 respondents was then statistically analyzed using SPSS 21 and Lisrel 8.0. The results showed that social interactions among friends and family have a significant influence on the intention to book a given hotel brand. However brand consciousness was the characteristic that was shown to have a greater positive influence on the intention to book a hotel room.
This study pretends to investigate the influence of social interactions on the Internet and its impact on the intention to book a given hotel brand. It was used a quantitative methodology through an online questionnaire, targeted to tourists who have booked a given hotel brand to stay hosted, through a specific website, in the last 12 months. A sample of 270 respondents was then statistically analyzed using SPSS 21 and Lisrel 8.0. The results showed that social interactions among friends and family have a significant influence on the intention to book a given hotel brand. However brand consciousness was the characteristic that was shown to have a greater positive influence on the intention to book a hotel room.
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Keywords
eWOM Reserva Interações sociais Marca Hotel Booking Social interactions Brand