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Actions and strategies on hotel websites: case study of 4- and 5-star hotels in Porto and Northern Portugal

2020Conference object Restricted access
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dc.contributor.authorCosta, Elga
dc.contributor.authorFerreira, Fernanda A.
dc.contributor.authorRibeiro, Joaquim
dc.contributor.authorMeneses, Daniela
dc.date.accessioned2022-02-08T14:35:51Z
dc.date.available2022-02-08T14:35:51Z
dc.date.issued2020
dc.description.abstractThe 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.pt_PT
dc.description.sponsorshipDaniela Meneses wishes to thank the Fundação para a Ciência e a Tecnologia (FCT, Portugal) for the scholarship granted under the Verão com Ciência program "ESHT Escola de Verão | Métodos Quantitativos Aplicados à Hotelaria e à Restauração", through national FCT/MCTES funds. Fernanda A. Ferreira acknowledges the financial support of UNIAG, R&D unit funded by the FCT – Portuguese Foundation for the Development of Science and Technology, Ministry of Science, Technology and Higher Education, under the Project UIDB/04752/2020.
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.isbn978-0-9998551-5-7
dc.identifier.urihttp://hdl.handle.net/10400.22/19827
dc.language.isoengpt_PT
dc.publisherInternational Business Information Management Association (IBIMA)pt_PT
dc.relationVerão com Ciência program
dc.relationUIDB/04752/2020
dc.relation.publisherversionhttps://www.proceedings.com/58549.htmlpt_PT
dc.subjectOnline distributionpt_PT
dc.subjectHotel websitept_PT
dc.subject4 and 5 star hotelspt_PT
dc.titleActions and strategies on hotel websites: case study of 4- and 5-star hotels in Porto and Northern Portugalpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceGranada, Spainpt_PT
oaire.citation.endPage1312pt_PT
oaire.citation.startPage1304pt_PT
oaire.citation.titleProceedings of the 36th International Business Information Management Association (IBIMA)pt_PT
person.familyNameCosta
person.familyNameFerreira
person.familyNameRibeiro
person.familyNameMeneses
person.givenNameElga
person.givenNameFernanda A.
person.givenNameJoaquim
person.givenNameDaniela
person.identifierR-000-4TV
person.identifier.ciencia-idD116-9419-5778
person.identifier.ciencia-id0217-C945-BB4B
person.identifier.orcid0000-0002-6097-0987
person.identifier.orcid0000-0002-1335-7821
person.identifier.orcid0000-0003-4708-6537
person.identifier.orcid0000-0001-5840-8357
person.identifier.ridN-4563-2013
person.identifier.scopus-author-id35228396200
person.identifier.scopus-author-id24723992800
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
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relation.isAuthorOfPublication.latestForDiscovery651174aa-8586-4eae-9ffd-95f52e6e9ceb

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