A carregar...
Publicação
A comunicação interpessoal no atendimento turístico: o caso das Agências de Viagens
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.29 MB | Adobe PDF | |||
| 566.4 KB | Adobe PDF |
Orientador(es)
Resumo(s)
O Turismo tem-se revelado um sector fundamental no desenvolvimento de Portugal,
com capacidade para gerar mais receita, mais emprego, e de espalhar cada vez mais a
actividade ao longo do ano e em todo o território. No entanto, a diversidade de
situações de atendimento presencial às quais operadores turísticos e agências de
viagens têm que responder podem trazer várias dificuldades e desafios, aos quais não
é alheia a crescente popularidade da aquisição de bens e serviços online. Este estudo
pretende abordar a comunicação entre o prestador e o consumidor nos serviços
turísticos, mais especificamente a comunicação interpessoal presencial entre as
agências de viagens e os seus consumidores particulares. Recorreu-se à observação
participante em agências de viagens com diferentes posicionamentos e a entrevistas
aos seus responsáveis, com o objectivo de identificar as suas práticas de atendimento.
Posteriormente, foram realizadas entrevistas a consumidores particulares de agências
de viagens para aferir que aspectos da comunicação interpessoal mais valorizam. Os
resultados sugerem que a comunicação interpessoal é a mais eficaz para criar maior
proximidade e melhor relacionamento com o consumidor (sendo privilegiada tanto
pelas agências de viagens como pelos consumidores), enquanto a comunicação não
verbal valida a confiança que os consumidores podem depositar no agente e na
agência. No entanto, denota-se que, apesar de as agências terem noção de alguns
procedimentos que podem adoptar para tornarem o seu atendimento e serviço mais
personalizado e de acordo com o seu posicionamento (e com o exigido pelo
consumidor), ainda não os puseram em prática. Mediante os resultados obtidos, foram
sugeridos procedimentos de comunicação interpessoal às agências de viagens para
melhorar o seu relacionamento com os consumidores particulares, já que, apesar do
crescimento das plataformas de marcações online, a maioria dos consumidores prefere
o aconselhamento de um agente de viagens qualificado e valorizam um
relacionamento próximo.
Tourism has proved to be a key sector in the development of Portugal, capable of generating more revenue, more employment, and spreading more and more activity throughout the year and throughout the territory. However, the diversity of face-to face service situations that tour operators and travel agencies have to respond to can bring many difficulties and challenges, aggravated by the growing popularity of online goods and services. This study aims to address the communication between the provider and the consumer in tourism services, more specifically the face-to-face interpersonal communication between travel agencies and their private consumers. We used participant observation in travel agencies with different market positioning and interviews with their leaders, in order to identify their service practices. Subsequently, interviews were conducted with travel agencies’ private consumers to determine which aspects of interpersonal communication were most valued by them. The results suggest that interpersonal communication is the most effective in creating greater proximity and better relationship with the consumer (being privileged by both travel agencies and consumers), while nonverbal communication validates the trust that consumers can place in the agent and in the travel agency. However, it should be noted that while agencies are aware of some procedures they can take to make their service more personalized and in accordance with their positioning (and consumer demand), they have not yet put them into practice. Based on these results, suggestions were made to travel agencies regarding interpersonal communication procedures to improve their relationship with private consumers, as despite the growth of online bookmarking platforms, most consumers prefer the advice of a qualified travel agent and value a close relationship.
Tourism has proved to be a key sector in the development of Portugal, capable of generating more revenue, more employment, and spreading more and more activity throughout the year and throughout the territory. However, the diversity of face-to face service situations that tour operators and travel agencies have to respond to can bring many difficulties and challenges, aggravated by the growing popularity of online goods and services. This study aims to address the communication between the provider and the consumer in tourism services, more specifically the face-to-face interpersonal communication between travel agencies and their private consumers. We used participant observation in travel agencies with different market positioning and interviews with their leaders, in order to identify their service practices. Subsequently, interviews were conducted with travel agencies’ private consumers to determine which aspects of interpersonal communication were most valued by them. The results suggest that interpersonal communication is the most effective in creating greater proximity and better relationship with the consumer (being privileged by both travel agencies and consumers), while nonverbal communication validates the trust that consumers can place in the agent and in the travel agency. However, it should be noted that while agencies are aware of some procedures they can take to make their service more personalized and in accordance with their positioning (and consumer demand), they have not yet put them into practice. Based on these results, suggestions were made to travel agencies regarding interpersonal communication procedures to improve their relationship with private consumers, as despite the growth of online bookmarking platforms, most consumers prefer the advice of a qualified travel agent and value a close relationship.
Descrição
Dissertação de Mestrado em Comunicação Social
Palavras-chave
Comunicação interpessoal Serviços turísticos Agências de viagens Consumidor Interpersonal communication Tourism services Travel agencies Consumer
Contexto Educativo
Citação
Editora
Instituto Superior de Ciências Sociais e Políticas