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Authors
Advisor(s)
Abstract(s)
A evolução da internet para a sua segunda geração, a Web 2.0, insere no quotidiano social e empresarial novas tendências sociais e tecnologias, com características que, devido aos princípios que têm em comum, as tornam potencialmente favoráveis na integração da gestão de pequenas e médias empresas (PME). Este estudo investiga como é que as tecnologias Web 2.0, mais propriamente as revisões online podem auxiliar as PME nomeadamente os pequenos e médios hotéis (PMH). Para tal, foram recolhidos e analisados 1500 comentários de 50 pequenos e médios hotéis, quanto a diversos parâmetros e procurou-se cruzar essa informação para encontrar padrões que permitissem chegar a conclusões. Os resultados mostram que quarto, staff e localização foram os parâmetros mais frequentes nas revisões online analisadas e, limpeza, simpatia, prestabilidade e posição central os termos mais utilizados para os qualificar existindo uma tendência para avaliar os hotéis de forma positiva, e com notas elevadas. Esta investigação conclui que as revisões online podem ajudar a gestão dos pequenos e médios hotéis estudados, na tomada de decisões para aumentar a satisfação dos seus clientes e para dirigir os recursos existentes de forma eficiente.
The Internet's evolution into their second generation, the Web 2.0, brought into the social and business daily routine, new social trends and technologies, with features that, due to the principles they have in common, make them potentially favorable to help the management of small and medium enterprises (SME). This study investigates how Web 2.0 technologies, in particular manner online reviews, can help small and medium enterprises, particularly small and medium sized hotels. To this end, 1500 comments of online reviews from 50 small and medium sized hotels were collected and analyzed, on various parameters, and the information was cross referenced in order to find patterns in the reviews that could lead to conclusions. The results show that the room, staff and location were the parameters most frequently referred in the reviews, being cleanliness, friendliness, helpfulness and central position the terms more used to qualify them. Tendencies to evaluate the hotels in a positive fashion, with the utilization of high ratings were identified. This research concludes that online reviews can help the management of the small and medium hotels that entered this study, in making decisions to increase customer satisfaction and to direct existing resources efficiently.
The Internet's evolution into their second generation, the Web 2.0, brought into the social and business daily routine, new social trends and technologies, with features that, due to the principles they have in common, make them potentially favorable to help the management of small and medium enterprises (SME). This study investigates how Web 2.0 technologies, in particular manner online reviews, can help small and medium enterprises, particularly small and medium sized hotels. To this end, 1500 comments of online reviews from 50 small and medium sized hotels were collected and analyzed, on various parameters, and the information was cross referenced in order to find patterns in the reviews that could lead to conclusions. The results show that the room, staff and location were the parameters most frequently referred in the reviews, being cleanliness, friendliness, helpfulness and central position the terms more used to qualify them. Tendencies to evaluate the hotels in a positive fashion, with the utilization of high ratings were identified. This research concludes that online reviews can help the management of the small and medium hotels that entered this study, in making decisions to increase customer satisfaction and to direct existing resources efficiently.
Description
Mestrado em Ciências Empresariais
Keywords
Web 2.0 marketing boca a boca electrónico revisões online pequenas e médias empresas pequenos e médios hotéis Web 2.0 Electronic word of mouth Online Reviews small and medium enterprises small and medium hotels
Pedagogical Context
Citation
Gomes, Rodrigo Miguel Pinto. 2011. "Tecnologias Web 2.0 : O caso de Pequenos e Médios Hotéis no distrito de Lisboa". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão