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Abstract(s)
O propósito da realização deste estudo é procurar responder à questão: qual o papel
do neuromarketing para o posicionamento de uma marca hoteleira? Desta forma, para
responder à questão, visou-se alcançar o objetivo de caracterizar o papel do neuromarketing
no posicionamento de uma marca hoteleira. Para isso, recorreu-se ao estado da arte em que
se aborda a marca, o posicionamento da marca, as características mais importantes para o
posicionamento de uma marca, o conceito de neuromarketing, o estado atual do
neuromarketing, quais são as ferramentas utilizadas nos estudos de neuromarketing e quais
os fatores que influenciam o comportamento humano.
Com o conhecimento do estado da arte, recorreu-se a entrevistas dirigidas a
marketeers hoteleiros e responsáveis pelo marketing dos hotéis no sentido de perceber quais
os métodos e estratégias que são mais importantes para o posicionamento da marca e as suas
opiniões sobre a utilização do neuromarketing na hotelaria. Posto isto, a análise dos dados
recolhidos nas entrevistas realizou-se através de comparações entre os dados recolhidos, ou
seja, a opção metodológica aplicada foi a grounded theory.
Os resultados alcançados através da análise de dados permitem alcançar o objetivo
proposto, e, dessa forma responder à questão colocada. Verifica-se assim, que o
neuromarketing tem impacto em todos os aspetos do posicionamento da marca enumerados
no estudo empírico, no entanto, apesar da importância dada à utilização do neuromarketing,
este, possui um papel secundário para a hotelaria, devido aos gestores, aos marketeeres
hoteleiros e responsáveis de marketing possuírem outros aspetos cuja implementação é
considerada mais importante do que a implementação de estratégias de neuromarketing. É
também secundário devido à implementação do neuromarketing na hotelaria ser considerado
um desafio que requer bastante investimento.
Através dos resultados alcançados verifica-se que este estudo possui implicações
académicas ao contribuir com nova informação que permitirá que sejam realizados novos
estudos, como estudar o impacto do neuromarketing nas vertentes individuais do
posicionamento de uma marca hoteleira, e, implicações para a hotelaria ao identificar em que
aspetos do posicionamento da marca o neuromarketing tem influência.
The purpose of this study is to try to answer the question: what role of neuromarketing for the positioning of a hotel brand. Thus, to answer the question, the aim was to achieve the objective to characterize the role of neuromarketing in the positioning of a hotel brand. For this, resorts to state of art in which the brand is approached, the brand positioning, the most important characteristics for brand positioning, the concept of neuromarketing, the current status of neuromarketing, what are the tools used in neuromarketing studies and what are the factors that influence the human behaviour. With the knowledge of the state of art, interviews were conducted with hotel marketers and those responsible for the marketing of hotels in order to understand which methods and strategies are most important for the positioning of the brand and their opinions on the use of neuromarketing. in hospitality. Thus, the analysis of the data collected in the interviews was carried out through comparisons between the data collected, in other words, the methodological option applied was grounded theory. The results achieved through of data analysis allows achieve the proposed aim, and, in that way answer to the question asked. Thus, it appears that neuromarketing has an impact in all enumerated brand position aspects in empiric study, however, despite the importance given to the use of neuromarketing, it has a secondary role for the hospitality industry, due to the fact that managers, hotel marketers and marketing managers have other aspects whose implementation is considered more important than the implementation of neuromarketing strategies. It is also secondary due to the implementation of neuromarketing in hospitality being considered a challenge that requires a lot of investment. Through the results achieved, it appears that this study has academic implications by contributing new information that will allow new studies to be carried out, such as studying the impact of neuromarketing in the individual aspects of the positioning of a hotel brand, and implications for the hospitality industry. by identifying which aspects of brand positioning neuromarketing has an influence on.
The purpose of this study is to try to answer the question: what role of neuromarketing for the positioning of a hotel brand. Thus, to answer the question, the aim was to achieve the objective to characterize the role of neuromarketing in the positioning of a hotel brand. For this, resorts to state of art in which the brand is approached, the brand positioning, the most important characteristics for brand positioning, the concept of neuromarketing, the current status of neuromarketing, what are the tools used in neuromarketing studies and what are the factors that influence the human behaviour. With the knowledge of the state of art, interviews were conducted with hotel marketers and those responsible for the marketing of hotels in order to understand which methods and strategies are most important for the positioning of the brand and their opinions on the use of neuromarketing. in hospitality. Thus, the analysis of the data collected in the interviews was carried out through comparisons between the data collected, in other words, the methodological option applied was grounded theory. The results achieved through of data analysis allows achieve the proposed aim, and, in that way answer to the question asked. Thus, it appears that neuromarketing has an impact in all enumerated brand position aspects in empiric study, however, despite the importance given to the use of neuromarketing, it has a secondary role for the hospitality industry, due to the fact that managers, hotel marketers and marketing managers have other aspects whose implementation is considered more important than the implementation of neuromarketing strategies. It is also secondary due to the implementation of neuromarketing in hospitality being considered a challenge that requires a lot of investment. Through the results achieved, it appears that this study has academic implications by contributing new information that will allow new studies to be carried out, such as studying the impact of neuromarketing in the individual aspects of the positioning of a hotel brand, and implications for the hospitality industry. by identifying which aspects of brand positioning neuromarketing has an influence on.
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Trabalho de projeto
Keywords
Marca Posicionamento Neuromarketing Hotelaria Brand Positioning Hospitality Utility