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Advisor(s)
Abstract(s)
A temática da presente investigação incide sobre a influência das OTA nas
unidades hoteleiras de 4 e 5 estrelas da Região do Porto e Norte de Portugal. A
distribuição online é uma necessidade das unidades hoteleiras, quer seja para alcançar o
maior número de clientes quer seja para dar visibilidade a marca. A necessidade de estar
presente nas OTA pode originar uma dependência por parte dos hoteleiros nestes
intermediários, convém assim, entender qual a influência que as OTA detêm sobre os
hoteleiros, assim como perceber se os hoteleiros possuem estratégias para captar as
reservas diretas.
Objetivo — O objetivo principal do estudo consiste em compreender qual a
influência das OTA nas unidades hoteleiras de 4 e 5 estrelas da Região do Porto e Norte
de Portugal.
Metodologia — Na presente investigação optou—se pela metodologia quantitativa
e o instrumento de recolha de dados foi inquérito por questionario, enviado para 150
unidades hoteleiras, onde se obtiveram 55 respostas. Os dados obtidos foram tratados e
analisados com recurso ao software SPSS versão 26. Este programa permite testar as
hipóteses de investigação pré—definidas.
Resultados — os resultados obtidos confirmam a importância das OTA nas
unidades hoteleiras; as unidades hoteleiras consideram as OTA essenciais para a
maximização da ocupação e receita e como forma de alcançarem mais clientes; a
localização do hotel tem influência no número de OTA com que trabalham.
Limitações e implicações — Surgiram limitações na recolha dos questionários
devido a pandemia do Covid—l9. A maioria das unidades hoteleiras fecharam devido a
falta de clientes e, por consequência, a amostra para o presente estudo encontra—se
limitada na diversidade das tipologias dos respondentes.
Implicações práticas — pretende—se com o presente trabalho perceber qual a
influência que as OTA exercem sobre os hotéis, assim como perceber qual a importância
que as unidades hoteleiras lhes atribuem na estratégia de distribuição online.
Originalidade/valor — existem estudos sobre a temática, contudo não existe
nenhum que incida o seu estudo sobre os hotéis de 4 e 5 estrelas da Região do Porto e
Norte de Portugal. Existe, assim, a necessidade de investigar sobre a temática. O
apuramento resultante do presente estudo poderá servir para futuros trabalhos de comparação da influência das OTA pela distribuição geográfica da realidade hoteleira
nacional.
This research focuses on online distribution in 4 and 5 star hotels in Porto and Northern of Portugal. Online distribution is a necessity for the hotels, either to reach largest clients number or to give visibility to the brand. The OTA presence can origin a dependency for the hotels in these intermediaries, so, is necessary understand the influence that OTA have on hoteliers, as well understand if have strategies to capture direct reserves. Objective — The general objective of this study is to understand the influence of OTA in 4 and 5 star hotel in the Porto and Northern of Portugal. Methodology — In the present research, the quantitative methodology was chosen and the data collection instrument was the questionnaire survey, we obtained 55 responses. the data obtained were processed and analyzed using the SPSS software version 26. This program allows testing the predefined research hypotheses. Results — Data collection confirm the importance of OTA in hotels; hotels consider OTA to be essential for maximizing occupancy and revenue and as a way of reaching more customers; the hotel's location has an influence on the number of OTA they work with. Limitations and implications — Limitations have arisen regarding the data collection process due to the Covid—19 pandemic. Some hotel closed due to a lack of customers. Practical implications — This research work aim of this work is to understand the influence of OTAs on hotels, as well as to understand the importance they play in the profitability of each hotel Originality/value — There are studies on the theme, however, there is none that focuses on the study of 4 and 5 star hotels in the Porto and Northern Portugal regions. There is a need to investigate the theme.
This research focuses on online distribution in 4 and 5 star hotels in Porto and Northern of Portugal. Online distribution is a necessity for the hotels, either to reach largest clients number or to give visibility to the brand. The OTA presence can origin a dependency for the hotels in these intermediaries, so, is necessary understand the influence that OTA have on hoteliers, as well understand if have strategies to capture direct reserves. Objective — The general objective of this study is to understand the influence of OTA in 4 and 5 star hotel in the Porto and Northern of Portugal. Methodology — In the present research, the quantitative methodology was chosen and the data collection instrument was the questionnaire survey, we obtained 55 responses. the data obtained were processed and analyzed using the SPSS software version 26. This program allows testing the predefined research hypotheses. Results — Data collection confirm the importance of OTA in hotels; hotels consider OTA to be essential for maximizing occupancy and revenue and as a way of reaching more customers; the hotel's location has an influence on the number of OTA they work with. Limitations and implications — Limitations have arisen regarding the data collection process due to the Covid—19 pandemic. Some hotel closed due to a lack of customers. Practical implications — This research work aim of this work is to understand the influence of OTAs on hotels, as well as to understand the importance they play in the profitability of each hotel Originality/value — There are studies on the theme, however, there is none that focuses on the study of 4 and 5 star hotels in the Porto and Northern Portugal regions. There is a need to investigate the theme.
Description
Dissertação de mestrado
Keywords
Distribuição online OTA Hotéis de 4 e 5 estrelas Online distribution 4 and 5 star hotels