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Advisor(s)
Abstract(s)
A evolução das redes sociais transformou a forma como as pessoas comunicam, partilham
experiências e pesquisam informação antes e depois de uma viagem. Estas plataformas podem
trazem inúmeros benefícios para as empresas, porém, uma implementação de forma eficaz traz
inúmeros desafios.
Na hotelaria, o uso das redes sociais como estratégia de Marketing Digital, tornou-se
fundamental para a divulgação de marcas e de serviços, assim como para a criação de um
relacionamento mais próximo com o cliente. Torna-se então essencial entender como os hotéis
podem utilizar essas plataformas de forma eficaz.
Nesse sentido, este estudo tem como objetivo principal a criação de um manual de boas
práticas para a gestão de redes sociais em hotelaria, desenvolvido através da análise de literatura e
da aprendizagem pratica proporcionada por um estágio. Este manual pretende servir como guia para
a aplicação de estratégias de sucesso nas redes sociais de um hotel não só em situações normais,
mas também em períodos de crise. Isto porque a industria hoteleira está suscetível e vulnerável a
diferentes tipos de crise, tornando-se necessário adaptar as estratégias de comunicação e de
gestão das redes sociais de um hotel para essas situações.
The emerge of social media has transformed the way people communicate, share experiences, and search for information before and after a trip. These platforms can bring countless benefits to companies however, an effective implementation brings challenges. In the hotel industry, the use of social networks as a digital marketing strategy has become fundamental for brand awareness and disclosure of services, as well as for creating a closer relationship with the customer. Thus, it becomes essential to understand how hotels can use these platforms effectively. This study has as its main objective the creation of a manual of good practices in social media management for hotels, developed through the analysis of literature and practical learning provided by an internship. This manual is intended to serve as a guide for the application of successful strategies on the social networks of a hotel not only in normal situations but also in periods of crisis. This is because the hotel industry is susceptible and vulnerable to differenttypes of crises, making it necessary to adopt a hotel's communication and social media management strategy to these situations.
The emerge of social media has transformed the way people communicate, share experiences, and search for information before and after a trip. These platforms can bring countless benefits to companies however, an effective implementation brings challenges. In the hotel industry, the use of social networks as a digital marketing strategy has become fundamental for brand awareness and disclosure of services, as well as for creating a closer relationship with the customer. Thus, it becomes essential to understand how hotels can use these platforms effectively. This study has as its main objective the creation of a manual of good practices in social media management for hotels, developed through the analysis of literature and practical learning provided by an internship. This manual is intended to serve as a guide for the application of successful strategies on the social networks of a hotel not only in normal situations but also in periods of crisis. This is because the hotel industry is susceptible and vulnerable to differenttypes of crises, making it necessary to adopt a hotel's communication and social media management strategy to these situations.
Description
Relatório de estágio
Keywords
Redes sociais Hotelaria Gestão de redes sociais Comunicação de crise Social media networks Hospitality Social media management Crisis communication