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Publication
A influência dos elementos decorativos na precessão de luxo e qualidade dos clientes em unidades hoteleiras de luxo
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| 91.26 MB | Adobe PDF |
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Abstract(s)
A utilização de elementos sensoriais pode ser uma forma efetiva de transmitir a imagem de uma marca através de estímulos que comunicam diretamente com o subconsciente. O presente estudo tem como objetivo principal compreender o impacto do design e elementos decorativos de um hotel considerado de luxo, previamente selecionado. A fim de obter esta informação e conseguir recolher dados o mais fidedignos possível, recorreu-se a um cruzamento de metodologias onde se incluem métodos de
Neuromarketing. A utilização deste tipo de metodologias é vista como uma forma de complementar informações obtidas por via de métodos mais convencionais como questionários e entrevistas. As conclusões deste estudo serão úteis para a compreensão de quais são os elementos decorativos de espaços comuns e quartos do hotel que mais contribuem para a criação de ligação à marca em questão e para a perceção de luxo e qualidade dos clientes e de que forma estes estímulos são percebidos pelos mesmos consciente e inconscientemente. O estudo em questão é do interesse de estabelecimentos hoteleiros do segmento de luxo sendo uma forma de testar a eficácia das estratégias de marketing sensorial e reajustar e adequar de melhor forma o investimento dos gestores
nas mesmas.
The use of sensory elements can be an effective way to transmit the image of a brand through stimuli that communicate directly with the subconscious. The main objective of this study is to understand the impact of design and decorative elements in a previously selected luxury hotel. In order to obtain this information and collect the most reliable data possible, a combination of methodologies was used, including Neuromarketing methods. The use of these types of methodologies is seen as a way to complement information obtained through more conventional methods such as questionnaires and interviews. The conclusions of this study will be useful for understanding which decorative elements, in common spaces and rooms of the hotel, contribute most to the creation of the link to the brand in question and also to the customers' perception of luxury and quality and how these stimuli are perceived by them consciously and unconsciously. The study in question is of interest to hotel establishments in the luxury segment as a way to test the effectiveness of sensory marketing strategies and to readjust and better tailor the managers' investment in them.
The use of sensory elements can be an effective way to transmit the image of a brand through stimuli that communicate directly with the subconscious. The main objective of this study is to understand the impact of design and decorative elements in a previously selected luxury hotel. In order to obtain this information and collect the most reliable data possible, a combination of methodologies was used, including Neuromarketing methods. The use of these types of methodologies is seen as a way to complement information obtained through more conventional methods such as questionnaires and interviews. The conclusions of this study will be useful for understanding which decorative elements, in common spaces and rooms of the hotel, contribute most to the creation of the link to the brand in question and also to the customers' perception of luxury and quality and how these stimuli are perceived by them consciously and unconsciously. The study in question is of interest to hotel establishments in the luxury segment as a way to test the effectiveness of sensory marketing strategies and to readjust and better tailor the managers' investment in them.
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Keywords
Turismo Hotel Hotelaria de luxo Qualidade Marketing Marketing sensorial Neuromarketing