| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_MariaSantos_MGIQAS_2020 | 1.28 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação tem como objetivo geral averiguar a forma como as unidades hoteleiras em Portugal de 4 e 5 estrelas, que possuem certificados ambientais em Eco-Hotel, Green Key, Rótulo Ecológico e/ou ISO 14001, comunicam as suas práticas e/ou ações de responsabilidade social aos seus clientes através dos websites e das avaliações online.
Para dar resposta a este objetivo, realizaram-se três estudos, usando uma metodologia de caracter qualitativo, que incidiram sobre (1) a análise dos conteúdos publicitados pelas unidades hoteleiras nos seus websites, (2) a análise dos comentários online efetuados pelos seus clientes em sites de viagens e (3) a análise das respostas que as unidades hoteleiras deram aos comentários online dos seus clientes.
As principais conclusões deste trabalho dizem respeito à comunicação levada a cabo pelas unidades hoteleiras e ao feedback recebido pelos utilizadores. Após a concretização de uma análise qualitativa conclui-se que em Portugal as unidades hoteleiras não comunicam o seu compromisso para com a RSC de forma exaustiva, o que pode indicar que existe um potencial que não está a ser devidamente usado pelas unidades hoteleiras. No que diz respeito ao feedback dos utilizadores, através dos comentários analisados, constatou-se que poucos comentários mencionam as práticas sustentáveis, o que pode estar associado à falta de conhecimento sobre o compromisso das unidades hoteleiras para com a RSC e por isso os consumidores poderão não ter conhecimento sobre a realização dessas práticas. Por fim, observou-se que algumas unidades hoteleiras respondem a pelo menos um comentário feito pelos hóspedes, o que demonstra preocupação com a opinião destes, porém outras unidades hoteleiras não responderam a qualquer tipo de comentários.
Assim, com a realização deste estudo, espera-se dar um contributo para que as unidades hoteleiras possam melhorar ou inovar alguns dos processos relativos às suas práticas/ações de responsabilidade social, nomeadamente no que concerne às estratégias de comunicação online com os seus clientes.
This dissertation aims to find out how 4 and 5 stars hotels in Portugal, which have Eco-Hotel, Grreen Key, Ecolabel and/or ISO 14001 certifications, communicate their social responsability pratices and/or actions to their clientes through websites and online assessments. To achieve this objective, three studies were carried out, using a qualitative methodology, which focused on (1) the analysis of the content placed by hotels on their websites, (2) the analysis of online comments made by their costumers on travel websites and (3) the analysis of the responses tha hotels gave to their custommers’ online comments. The main conclusions of this study are related to the communication carried out by hotels and the feedback received by users. After a qualitative analysis it is concluded that in Portugal the hotels do not communicate their commitment to CSR in a comprehensive way, which may indicate that there is a potential that is not being properly used by the hotels. As far as user feedback is concerned, through the comments analysed, it was found that few comments mention sustainable practices, which may be associated with a lack of knowledge about the commitment of hotels to CSR and therefore consumers may not know about the implementation of such practices. Finally, it was observed that some hotels respond to at least one comment made by customers, which expresses concern about their opinion, but other hotels have not responded to any comments. Thus, this study is expected to be a contribution for the hotels to improve or innovate some of the processes related to their social responsibility practices/actions, particularly with regard to online communication strategies with its customers.
This dissertation aims to find out how 4 and 5 stars hotels in Portugal, which have Eco-Hotel, Grreen Key, Ecolabel and/or ISO 14001 certifications, communicate their social responsability pratices and/or actions to their clientes through websites and online assessments. To achieve this objective, three studies were carried out, using a qualitative methodology, which focused on (1) the analysis of the content placed by hotels on their websites, (2) the analysis of online comments made by their costumers on travel websites and (3) the analysis of the responses tha hotels gave to their custommers’ online comments. The main conclusions of this study are related to the communication carried out by hotels and the feedback received by users. After a qualitative analysis it is concluded that in Portugal the hotels do not communicate their commitment to CSR in a comprehensive way, which may indicate that there is a potential that is not being properly used by the hotels. As far as user feedback is concerned, through the comments analysed, it was found that few comments mention sustainable practices, which may be associated with a lack of knowledge about the commitment of hotels to CSR and therefore consumers may not know about the implementation of such practices. Finally, it was observed that some hotels respond to at least one comment made by customers, which expresses concern about their opinion, but other hotels have not responded to any comments. Thus, this study is expected to be a contribution for the hotels to improve or innovate some of the processes related to their social responsibility practices/actions, particularly with regard to online communication strategies with its customers.
Description
Dissertação de Mestrado em Gestão Integrada da Qualidade Ambiente e Segurança
Keywords
Indústria hoteleira Turismo Sustentabilidade Responsabilidade Social Corporativa
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Tecnologia e Gestão