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Abstract(s)
Diante das crescentes mudanças tecnológicas, as organizações tiveram de se adaptar para se destacarem da competição e manterem as relações com os consumidores. Sendo os websites um dos meios mais eficientes para estabelecer interações com o público, a implementação de princípios dialógicos tornou-se uma mais-valia não só para as empresas, mas também para os clientes, possibilitando uma maior interatividade e promovendo a comunicação bilateral. Dado que uma relação mutuamente vantajosa e uma comunicação eficiente é alcançada incorporando pilares como mutualidade, proximidade, empatia, risco e compromisso, o princípio do ciclo dialógico destaca-se como a diretriz que mais incorpora estas bases e a adoção deste nos websites potencializa uma maior interação entre organizações-clientes. Assim, a dissertação tem como principal objetivo estudar o grau de adoção dos dialogismos digitais nos websites de hotéis, designadamente, identificar os indicadores pertencentes ao ciclo dialógico mais utilizados para estabelecer comunicações com os clientes, formar e preservar as relações com os mesmos. Para atingir este propósito, o estudo adotou uma metodologia mista – qualitativa e quantitativa. A análise recaiu nos websites dos hotéis candidatos aos prémios World Travel Awards 2023, que foram analisados de forma individual e, posteriormente, por categorias - Melhor Hotel; Melhor Resort; Melhor Boutique -, com intuito de ser feita uma análise comparativa e a identificar padrões ou diferenças. Após a análise dos dados, os resultados permitiram concluir que os websites são um meio privilegiado na comunicação entre hotel e público, havendo discrepância na adoção dos indicadores, com os meios de contacto e os links para as redes sociais a apresentarem uma adoção de 100%, enquanto indicadores como questionário (feedback) e partilha de experiências vividas pelos clientes com adoção quase nula. Relativamente à análise comparativa, apesar de não se identificar diferenças acentuadas entre as categorias, o grupo “Melhor Hotel” evidenciou maior adoção do princípio dialógico.
Faced with growing technological changes, organizations have had to adapt in order to stand out from the competition and maintain relationships with consumers. As websites are one of the most efficient means to establish interactions with the public, the implementation of dialogic principles has become an asset not only for companies, but also for customers, enabling greater interactivity and promoting bilateral communication. Given that a mutually advantageous relationship and efficient communication is achieved by incorporating pillars such as mutuality, proximity, empathy, risk and commitment, the principle of the dialogic cycle stands out as the guideline that most incorporates these bases and the adoption of this on websites enhances greater interaction between organizations-clients. Thus, the main objective of this dissertation is to study the degree of adoption of digital dialogisms in hotel websites, more specifically, to identify the indicators belonging to the dialogic cycle are most used to establish communications with customers as well as to form and preserve relationships with them. To achieve this purpose, this study uses a mixed methodology – qualitative and quantitative. The analysis fell in the websites of the hotels nominated for World Travel Awards 2023, which were analyzed individually and, subsequently, by categories - Best Hotel; Best Resort; Best Boutique – in order to make a comparative analysis and identify patterns or differences. After analyzing the data, the results allowed us to conclude that websites are a privileged means of communication between hotel and the public, however, there is a discrepancy in the adoption of indicators, with the means of contact and links to social networks showing a 100% adoption, while indicators such as questionnaire (feedback) and sharing of experiences lived by customers with almost zero adoption. Regarding the comparative analysis, although there were no marked differences between the categories, the "Best Hotel" showed greater adoption of the dialogic principle.
Faced with growing technological changes, organizations have had to adapt in order to stand out from the competition and maintain relationships with consumers. As websites are one of the most efficient means to establish interactions with the public, the implementation of dialogic principles has become an asset not only for companies, but also for customers, enabling greater interactivity and promoting bilateral communication. Given that a mutually advantageous relationship and efficient communication is achieved by incorporating pillars such as mutuality, proximity, empathy, risk and commitment, the principle of the dialogic cycle stands out as the guideline that most incorporates these bases and the adoption of this on websites enhances greater interaction between organizations-clients. Thus, the main objective of this dissertation is to study the degree of adoption of digital dialogisms in hotel websites, more specifically, to identify the indicators belonging to the dialogic cycle are most used to establish communications with customers as well as to form and preserve relationships with them. To achieve this purpose, this study uses a mixed methodology – qualitative and quantitative. The analysis fell in the websites of the hotels nominated for World Travel Awards 2023, which were analyzed individually and, subsequently, by categories - Best Hotel; Best Resort; Best Boutique – in order to make a comparative analysis and identify patterns or differences. After analyzing the data, the results allowed us to conclude that websites are a privileged means of communication between hotel and the public, however, there is a discrepancy in the adoption of indicators, with the means of contact and links to social networks showing a 100% adoption, while indicators such as questionnaire (feedback) and sharing of experiences lived by customers with almost zero adoption. Regarding the comparative analysis, although there were no marked differences between the categories, the "Best Hotel" showed greater adoption of the dialogic principle.
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Keywords
Comunicação digital Dialogismos e ciclo dialógico Estabelecimentos hoteleiros Websites Digital communication Hotel establishments Dialogisms and dialogical loop