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Authors
Advisor(s)
Abstract(s)
Na última década as redes sociais tornaram-se fundamentais na comunicação entre
organizações e consumidores, tornando-se assim imperativa a presença digital dos
hotéis. Atualmente são várias as redes sociais existentes e por isso, é importante os hotéis
identificarem as principais redes sociais para o seu público-alvo e como podem usar as
suas funcionalidades para promover o serviço hoteleiro e estabelecerem relações com
os seus consumidores, inclusive através da fotografia.
Assim, o objetivo desta dissertação é perceber como o conteúdo visual de uma fotografia
poderá influenciar os consumidores de uma unidade hoteleira. De forma a alcançar este
objetivo, será desenvolvida uma metodologia qualitativa através de um estudo de caso
ao grupo Torel Boutiques. Como técnica de recolha de dados, utilizou-se a observação e
análise da estratégia de publicação de fotografias do grupo Torel Boutiques nas suas
redes sociais, e por outro lado uma entrevista semiestruturada à especialista de
marketing digital do grupo Torel Boutiques.
Como resultado espera-se, por um lado, avaliar o real impacto das estratégias de
marketing visual utilizadas pelo grupo Torel Boutiques, e por outro lado, identificar boas
práticas do marketing visual na hotelaria.
In the last decade, social networks have become fundamental in the communication between organizations and consumers, thus making the digital presence of hotels essential. There are currently several existing social networks and therefore it is important to identify them as the main social networks for their target audience and how they can use their features to promote the hotel service and establish relationships with their consumers, including through photography. Thus, the main goal of this dissertation is to understand how the visual content of a photograph can influence the consumers of a hotel unit. To achieve this goal, a qualitative methodology will be developed through a case study of the Torel Boutiques group. As a data collection technique, it was used the observation and analysis of the Torel Boutiques group's strategy of publishing photographs on their social networks, and on the other hand, a semi-structured interview with the digital marketing specialist of the Torel Boutiques group. As a result, it is expected, on one hand, to evaluate the real impact of the visual marketing strategies used by the Torel Boutiques group, and on the other hand, to identify good practices of visual marketing in the hotel industry.
In the last decade, social networks have become fundamental in the communication between organizations and consumers, thus making the digital presence of hotels essential. There are currently several existing social networks and therefore it is important to identify them as the main social networks for their target audience and how they can use their features to promote the hotel service and establish relationships with their consumers, including through photography. Thus, the main goal of this dissertation is to understand how the visual content of a photograph can influence the consumers of a hotel unit. To achieve this goal, a qualitative methodology will be developed through a case study of the Torel Boutiques group. As a data collection technique, it was used the observation and analysis of the Torel Boutiques group's strategy of publishing photographs on their social networks, and on the other hand, a semi-structured interview with the digital marketing specialist of the Torel Boutiques group. As a result, it is expected, on one hand, to evaluate the real impact of the visual marketing strategies used by the Torel Boutiques group, and on the other hand, to identify good practices of visual marketing in the hotel industry.
Description
Dissertação de mestrado
Keywords
Marketing Redes sociais Instagram Conteúdo visual Fotografia Social Media Visual content Photography