ESHT - DH - Comunicações em eventos científicos
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Browsing ESHT - DH - Comunicações em eventos científicos by Author "Costa, Elga"
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- Actions and strategies on hotel websites: case study of 4- and 5-star hotels in Porto and Northern PortugalPublication . Costa, Elga; Ferreira, Fernanda A.; Ribeiro, Joaquim; Meneses, DanielaThe investigation focuses on the identification of actions and strategies that hoteliers apply on their websites, to capture direct bookings versus their dependence on the OTA, to evaluate the importance and function of the websites of the 4- and 5-star hotels in Porto and Northern Portugal. Online distribution is a necessity for a hotel, either to reach the largest number of customers or to give visibility to the brand. Hotel websites, however, allow greater proximity and communication with the customer, potentiating hotels’ possibility to increase direct bookings. It is therefore necessary to understand which actions and strategies hoteliers must consider for capturing direct bookings. Thus, the main objective of the study is to identify the hoteliers’ dependence on the OTA and the consequent actions and strategies they apply on their websites to capture direct bookings. In the present investigation, the quantitative methodology was chosen, and the data collection instrument was a questionnaire survey, applied in a total universe of 150 hotels, 4- and 5-star hotels in the Region of Porto and Northern Portugal, where 55 responses were obtained. The data obtained were treated and analysed using the SPSS software. The results obtained confirm the existence of actions and strategies in hotels to capture direct reservations; hotels consider these strategies as an essential condition for increasing direct bookings. Limitations have arisen in the collection of questionnaires due to the Covid-19 pandemic. Most hotels closed due to lack of customers and consequently, the sample for the present study is limited in the diversity of the typology of respondents. It is intended with this work to understand what actions and strategies hotels apply on the website, as well as to understand if hotels follow the new technological trends, in what the contact and communication with the client concerns.
- The impact of cross-selling in hospitalityPublication . Costa, Elga; Ribeiro, Joaquim; Santos, AnaHospitality, like most industries today, is constantly changing. Markets keep growing, consumers are increasingly demanding, and this requires from the hotel units a continuous work to achieve success where often the key factor is differentiation. The present study intends to observe if the cross-selling techniques are important tools for the hotel industry and if they become an effective differentiation factor on what concerns customer satisfaction and loyalty. For the accomplishment of this study, the authors applied surveys to three types of public: a) consumer; b) hotel manager; and c) hotel employee. It was found that, currently, these tools are effectively used in the hotel market and that they contribute to improve the relationship between the customer and the organisation. This means that these companies, in order to survive in today's market, must create new sales strategies and therefore distinguish themselves from the competition. Furthermore, this study also demonstrates that consumers take into consideration the opinion of others who already know these services. This word-of-mouth trend, now globalized across digital platforms, influences demand, and hotels are already aware of it, leading them to base their strategy on the increase of customer satisfaction, sometimes by implementing cross-selling techniques.
- The importance of the maintenance area in the hotel sectorPublication . Silva, Tiago Camarinha; Ferreira, Luís Pinto; Costa, Elga; Silva, Francisco J. G.; Ávila, PauloThe hotel sector is a diversified and highly technical sector, where the complexity of the facilities, the specific characteristics, and requirements of the area, as well as the regulations and applicable legislation, constitute an enormous challenge. Thus, a structured maintenance plan must include periodic intervention, the proper functioning of equipment, along with a greater reliability of services and energy efficiency. All these aspects will ensure greater protection and comfort to the customers of the hotel units and will enable the effective management of resources, impacting on the overall costs represented by the maintenance area in a hotel structure. This article aims to demonstrate the key importance of the maintenance area in the hotel sector, concluding that hotel facilities’ management enables processes’ optimisation, providing a significant contribution for the processes’ dynamics and the overall performance of the hotel, the staff and, therefore, the hospitality business.