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Publication
Comunicação de marketing online: Avaliação dos websites de empresas de animação turística em Portugal
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| 1.35 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A necessidade de interação das organizações empresariais com os seus stakeholders no desenvolvimento de estratégias aplicadas ao negócio, leva a uma procura de processos inovadores de comunicação com recurso às Novas Tecnologias de Informação e Comunicação (NTIC). O uso massificado e a popularização da Internet, permite a utilização desta ferramenta como meio de comunicação de excelência, nos processos de comunicação organizacional, nomeadamente através dos seus websites.
A ausência de estudos sobre esta linha de investigação, tendo como objeto de estudo o setor dos agentes de animação turística, conduziu à escolha deste subsetor económico do turismo - as Empresas de Animação Turística (EAT) em Portugal inscritas no Registo Nacional de Agentes de Animação Turística1.
Este estudo tem como objetivo a avaliação da eficácia da comunicação de marketing online, através dos websites corporativos. Assim, no desenvolvimento da pesquisa procurou-se examinar como os empresários responsáveis pela gestão das EAT estão a utilizar as NTIC em geral, e a web em particular, para a comunicação e interação com os seus públicos de interesse (stakeholders).
A metodologia procurou incorporar elementos parciais de vários instrumentos de análise perscrutados na revisão de literatura e que possibilitam uma análise descritiva dos conteúdos dos websites analisados, bem como, o grau de intensidade com que as EAT utilizam as NTIC para difundir informação e estabelecer interação com os seus públicos.
Os resultados evidenciam uma fraca presença de alguns itens, revelando a ausência de definição de estratégias de comunicação de marketing online, concluindo-se ainda que existe um fraco interesse em estabelecer mecanismos de interação das EAT com os seus stakeholders, através do website.
The need for business organizations to interact with their stakeholders in developing strategies applied to business, leads to a demand for innovative communication processes with the use of New Information and Communication Technologies (NICTs). The massive use and popularization of the Internet allows the application of this tool as a communication medium of excellence in organizational communication processes, namely through their websites. The lack of studies on this research line, using the sector of tourism entertainment agents as a case study, led to the choice of this economic tourism sub-sector – Business Tourism Recreation companies (BTR) in Portugal registered in National Registration Agents Tourism Recreation (RNAAT). This study pretends to evaluate the effectiveness of online marketing communication through corporate websites. Thus, the development of research sought to examine how BTR managers are using the NICT in general and the web for communication and interaction among its stakeholders in particular. The methodology sought to incorporate elements of several partial analysis tools studied in the literature review and which allow doing a descriptive analysis of the analyzed website content, as well as the intensity degree with which the BTR companies use the NICT to disseminate information and provide interaction with their audiences. The results show a weak presence of some items, revealing the absence of a definition of communication strategies for online marketing, concluding that there is still a lack of interest in establishing interaction mechanisms of BTR and stakeholders through the website.
The need for business organizations to interact with their stakeholders in developing strategies applied to business, leads to a demand for innovative communication processes with the use of New Information and Communication Technologies (NICTs). The massive use and popularization of the Internet allows the application of this tool as a communication medium of excellence in organizational communication processes, namely through their websites. The lack of studies on this research line, using the sector of tourism entertainment agents as a case study, led to the choice of this economic tourism sub-sector – Business Tourism Recreation companies (BTR) in Portugal registered in National Registration Agents Tourism Recreation (RNAAT). This study pretends to evaluate the effectiveness of online marketing communication through corporate websites. Thus, the development of research sought to examine how BTR managers are using the NICT in general and the web for communication and interaction among its stakeholders in particular. The methodology sought to incorporate elements of several partial analysis tools studied in the literature review and which allow doing a descriptive analysis of the analyzed website content, as well as the intensity degree with which the BTR companies use the NICT to disseminate information and provide interaction with their audiences. The results show a weak presence of some items, revealing the absence of a definition of communication strategies for online marketing, concluding that there is still a lack of interest in establishing interaction mechanisms of BTR and stakeholders through the website.
Description
As Atas da II Conferência Internacional de Animação Turística existem na BJS (cota 338.48/007) e na BC4 (cota 338.48/391)
Keywords
Comunicação de marketing online Empresas de animação turística Avaliação de websites corporativos Interação com os stakeholders Online marketing communication Business tourism recreation Evaluation of corporate websites Stakeholder interaction
Citation
Rafael, C.M.C.S. & Ferraz, F.A.V.G. D. (2012, nov. 7-9). Comunicação de marketing online: Avaliação dos websites de empresas de animação turística em Portugal. In Francisco Dias & Fernanda Oliveira (eds.). Atas da II Conferência Internacional de Animação Turística = 2nd International Conference on Tourism Recreation Proceedings. GITUR
Publisher
GITUR-ESTM