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O turismo rural em Portugal e o impacto das redes sociais para a sua comunicação
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Orientador(es)
Resumo(s)
As redes sociais têm tido cada vez mais um papel importante na comunicação entre consumidor
e empresa, no entanto, muitas vezes, os destinos hoteleiros rurais não têm os meios nem os recursos
necessários para investir de uma forma eficaz nesta promoção. Com isto, a presente dissertação
pretende estudar, (1) o nível de relevância que as redes sociais têm na comunicação destes destinos,
(2) a influência que as mesmas têm no processo de tomada de decisão do turista, (3) o papel da motivação
na criação de reações ao destino hoteleiro rural por parte do turista e (4) as características
pertencentes aos destinos que auxiliam na criação de reações positivas por parte do turista.
O presente estudo foi realizado segundo uma abordagem filosófica pragmática com recurso a
uma abordagem abdutiva. O tipo de pesquisa é experimental e a escolha metodológica uma pesquisa
qualitativa de método único. A estratégia utilizada foi a realização de dois focus groups. O estudo é
cross-sectional, a técnica de amostragem é não-probabilística intencional homogénea e a amostra é
considerada não representativa. Os dados recolhidos foram analisados através de uma análise qualitativa
de conteúdo.
Os resultados obtidos permitiram concluir que (1) as redes sociais são relevantes para o plano
de comunicação e marketing destes destinos em Portugal, ao facilitarem a interação entre a marca e
o consumidor e por servirem de motor de pesquisa, (2) as redes sociais desempenham um papel de
relevo no processo de tomada de decisão do turista, (3) as motivações agem como impulsionadores
primários dos turistas, levando à criação de reações como a lealdade, satisfação e intenção de (re)visita
em relação a um determinado destino hoteleiro rural e (4) a imagem, a reputação e a perceção são
características relevantes na criação de reações positivas por parte do turista, (5) ao contrário do brand
equity.
Social networks have played an increasingly important role in the communication between consumer and company, however, often, rural hotel destinations do not have the necessary means or resources to invest effectively in this promotion. With this said, the present dissertation intends to study, (1) the level of relevance that social networks have in the communication process of these destinations, (2) the influence that they have in the tourist's decision-making process, (3) the role of motivation in creating reactions to the rural hotel destination on behalf of the tourist and (4) the characteristics belonging to the destinations that assist in the creation of positive reactions on behalf of the tourist. The present study was carried out according to a pragmatic philosophical approach using an abductive approach. The type of research is experimental and the methodological choice is a single method qualitative research. The strategy used was the inquiry via two focus groups. The study is cross-sectional, the sampling technique is intentional homogeneous non-probabilistic and the sample is considered non-representative. The collected data were analyzed through a qualitative content analysis. The results obtained allowed to conclude that (1) social networks are relevant to the communication and marketing plan of these destinations in Portugal, by facilitating an interaction between the brand and the consumer and by serving as a search engine, (2) social networks play an important role in the tourist decision-making process, (3) motivations act as the primary drivers of tourists, leading to the creation of reactions such as loyalty, satisfaction and intention to (re)visit a particular rural hotel destination and (4) image, reputation and perception are relevant characteristics in creating positive reactions on behalf of the tourist, (5) as opposed to brand equity.
Social networks have played an increasingly important role in the communication between consumer and company, however, often, rural hotel destinations do not have the necessary means or resources to invest effectively in this promotion. With this said, the present dissertation intends to study, (1) the level of relevance that social networks have in the communication process of these destinations, (2) the influence that they have in the tourist's decision-making process, (3) the role of motivation in creating reactions to the rural hotel destination on behalf of the tourist and (4) the characteristics belonging to the destinations that assist in the creation of positive reactions on behalf of the tourist. The present study was carried out according to a pragmatic philosophical approach using an abductive approach. The type of research is experimental and the methodological choice is a single method qualitative research. The strategy used was the inquiry via two focus groups. The study is cross-sectional, the sampling technique is intentional homogeneous non-probabilistic and the sample is considered non-representative. The collected data were analyzed through a qualitative content analysis. The results obtained allowed to conclude that (1) social networks are relevant to the communication and marketing plan of these destinations in Portugal, by facilitating an interaction between the brand and the consumer and by serving as a search engine, (2) social networks play an important role in the tourist decision-making process, (3) motivations act as the primary drivers of tourists, leading to the creation of reactions such as loyalty, satisfaction and intention to (re)visit a particular rural hotel destination and (4) image, reputation and perception are relevant characteristics in creating positive reactions on behalf of the tourist, (5) as opposed to brand equity.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Turismo rural Redes sociais Motivação Lealdade Satisfação Intenção de (re)visita Rural tourism Social networks Motivation Loyalty Satisfaction Intention to (re)visit
Contexto Educativo
Citação
Louro, Beatriz Ramalhete Salvado Paz (2023). “O turismo rural em Portugal e o impacto das redes sociais para a sua comunicação”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão