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Abstract(s)
Este estudo pretende analisar de que forma os hotéis rurais em Portugal utilizam o marketing digital para atrair novos clientes. A questão inicial é tentar saber se estas unidades hoteleiras utilizam e que tipo de estratégias e dinâmicas de Marketing Digital são mais comuns. Para o estudo analisamos as estratégias e dinâmicas comumente utilizadas pelos hoteleiros, que nos foi percebida através da Revisão de Literatura e da entrevista realizada à associação de hotéis rurais de Portugal.
Entre outras, tentamos perceber quais as redes sociais mais usadas, qual o perfil dos hóspedes que se alojam nesse tipo de hotel e se as estratégias de marketing interferem nos indicadores de desempenho, em particular o Revpar (Revenue per available room), o tempo de estadia e a taxa de ocupação, por exemplo.
Metodologicamente recorremos ao inquérito por questionário para a recolha de dados, com o apoio da Associação Portuguesa de Hotéis Rurais e com administração direta a outros hotéis não afiliados daquele organismo, o qual aplicamos na primavera de 2018.
Os dados recolhidos mostram que a maioria dos hoteleiros utilizam o marketing digital para melhorar o contato com novos clientes, recorre às redes sociais e utiliza diversos canais para promover a sua unidade.
Com este estudo, percebemos que os hoteleiros têm a perceção da importância de ter uma presença on-line, porque através do online é possível estar mais perto do público-alvo.
This study aims to analyze how rural hotels in Portugal use digital marketing to attract new customers. The initial question is to try to know if these hotel units use and what type of Digital Marketing strategies and dynamics are more common. For the study we analyzed the strategies and dynamics commonly used by the tourism rural hotels. Among others, we try to understand which social networks are most used, the profile of the guests staying at this type of hotel, and whether marketing strategies interfere with performance indicators, Revpar, length of stay, ARR (Average room rate) and others. For this study we use a survey to collect the data, which was sent by the umbrella of the Portuguese Association of Rural Hotels to their affiliates and others independent rural tourism hotels, for those hotel managers or marketers, which we applied in the spring of 2018. The data collected show that most hoteliers use digital marketing to improve contact with new customers, use social networks and use various channels to promote their unity. With this study, we find that hoteliers have the realization of the importance of having an online presence because only then can they get closer to all their target audience.
This study aims to analyze how rural hotels in Portugal use digital marketing to attract new customers. The initial question is to try to know if these hotel units use and what type of Digital Marketing strategies and dynamics are more common. For the study we analyzed the strategies and dynamics commonly used by the tourism rural hotels. Among others, we try to understand which social networks are most used, the profile of the guests staying at this type of hotel, and whether marketing strategies interfere with performance indicators, Revpar, length of stay, ARR (Average room rate) and others. For this study we use a survey to collect the data, which was sent by the umbrella of the Portuguese Association of Rural Hotels to their affiliates and others independent rural tourism hotels, for those hotel managers or marketers, which we applied in the spring of 2018. The data collected show that most hoteliers use digital marketing to improve contact with new customers, use social networks and use various channels to promote their unity. With this study, we find that hoteliers have the realization of the importance of having an online presence because only then can they get closer to all their target audience.
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Keywords
Marketing digital Hotelaria Turismo rural Portugal Digital marketing Hospitality Rural tourism
Citation
Publisher
Instituto Politécnico do Porto. Escola Superior de Hotelaria e Turismo