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Hotel promotion through social media: Hotel Anantara Vilamoura & Algarve Resort

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dc.contributor.authorLousada, Inês
dc.contributor.authorSilva, Susana
dc.contributor.authorEsteves, Elsa
dc.date.accessioned2021-05-11T08:35:51Z
dc.date.available2021-05-11T08:35:51Z
dc.date.issued2021
dc.description.abstractThe main objective of the present study is to understand the role of networks in the promotion of the Hotel Anantara Vilamoura & Algarve Resort. In response to the objective research, the following specific objectives were considered: i) to identify social networks used by the hotel; ii) understand the monitoring that the hotel gives to social networks; iii) identify the social networks most used by customers; iv) identify problems and challenges faced by the hotel in the management of its social networks; v) understand how the hotel uses the networks to be more competitive. A qualitative methodology was applied supported by semi-structured interviews with the Hotel Director, the Head of Social Networks, and the Guests, between August and October 2020. The information on the interviews was handled individually through content analysis. It was concluded that the network services are a direct channel between the Hotel and consumers, which facilitates brand exposure and interaction with customers. In this regard, it allows for greater loyalty and to attract new customers. The results reveal that, when compared to other traditional means of communication, online social networks are a great tool that allows the hotel to publicize its services easily and quickly, in real-time, with great exposure and with reduced costs. The hotel is concerned to use social networks in the best way, with a focus on the current client and the target audience.pt_PT
dc.description.sponsorshipThis work is financed by Portuguese national funds through FCT - Fundação para a Ciência e a Tecnologia, under the project UIDB/05422/2020
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.isbn978-0-9998551-6-4,
dc.identifier.issn2767-9640
dc.identifier.urihttp://hdl.handle.net/10400.22/17920
dc.language.isoengpt_PT
dc.publisherIBIMApt_PT
dc.relationUIDB/05422/2020
dc.relation.publisherversionhttps://ibima.org/accepted-paper/hotel-promotion-through-social-media-hotel-anantara-vilamoura-algarve-resort/pt_PT
dc.subjectHotel promotionpt_PT
dc.subjectSocial networkspt_PT
dc.subjectSocial mediapt_PT
dc.subjectHotel Anantara Vilamoura & Algarve Resortpt_PT
dc.titleHotel promotion through social media: Hotel Anantara Vilamoura & Algarve Resortpt_PT
dc.typeconference object
dspace.entity.typePublication
oaire.citation.conferencePlaceCordoba, Spainpt_PT
oaire.citation.endPage2984
oaire.citation.startPage2978
oaire.citation.titleProceedings of the 37th International Business Information Management Association (IBIMA). Innovation Management and information Technology impact on Global Economy in the Era of Pandemicpt_PT
person.familyNamesilva
person.givenNamesusana
person.identifier.ciencia-idA71E-FBE0-F333
person.identifier.orcid0000-0003-4760-7662
person.identifier.ridE-8423-2017
person.identifier.scopus-author-id57203104518
rcaap.rightsclosedAccesspt_PT
rcaap.typeconferenceObjectpt_PT
relation.isAuthorOfPublication19ab22db-78fa-4948-b820-434b46de1d9b
relation.isAuthorOfPublication.latestForDiscovery19ab22db-78fa-4948-b820-434b46de1d9b

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