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Aplicação de ferramentas de marketing digital nas empresas turísticas
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Abstract(s)
Nas últimas décadas, o turismo consolidou-se como uma das atividades que mais tem contribuído para o desenvolvimento de inúmeros países, regiões e cidades.
Em Portugal, tornou-se a maior atividade económica exportadora, contribuindo fortemente para o crescimento do Produto Interno Bruto (PIB) nacional. Tais factos, espelham, de forma evidente, a importância que este deteve no desenvolvimento socioeconómico do país, na coesão territorial e na diminuição de assimetrias.
Tal como nos anos antecessores, esperava-se que 2020 fosse mais um ano de excelência para o turismo nacional, de alcançar novos recordes e distinções. Porém, em março, com o início do surto pandémico de Covid-19, o cenário alterou-se por completo e rapidamente se tornou num ano dramático, sem precedentes.
No entanto, em momentos de crise, também surgem oportunidades e novas formas de as empresas se reinventarem. Esta pandemia, veio acelerar a transformação digital em todos os setores, e o turismo não se revelou uma exceção.
Mais do que nunca, os potenciais consumidores turísticos relacionam-se com as agências de viagem e turismo, e com os estabelecimentos hoteleiros através das plataformas digitais. É através deste meio que interagem mutuamente e que partilham informações sobre os produtos e serviços, de forma eficiente e instantânea.
O marketing digital assume aqui um papel de destaque, sendo um verdadeiro desafio para as empresas turísticas, no âmbito da gestão dos seus canais de promoção, comunicação e distribuição. Num mercado altamente competitivo como o do turismo, torna-se imperativo para as empresas tentarem diferenciar-se das demais, sendo que o marketing digital pode desempenhar um papel muito importante nesse processo, afirmando-se como uma vantagem competitiva.
A presente dissertação é composta por um estudo sobre a aplicação de ferramentas de marketing digital nas empresas turísticas. É imperatório abordar esta temática tão atual, de forma a avaliar e a perceber como o marketing digital e as respetivas ferramentas estão a ser utilizadas neste período pós-pandemia, pautada pela recuperação turística.Como instrumento de recolha de dados, foi utilizado o questionário, sendo que a amostra do estudo é constituída por cerca de 232 inquiridos, representantes de agências de viagem e turismo e estabelecimentos hoteleiros.
Através dos resultados provenientes do tratamento dos dados, conclui-se que as ferramentas de marketing digital ainda não assumem um papel de relevo junto da maioria empresas turísticas, especialmente nas de menor dimensão como as microempresas. Dispor de um website próprio ou estar presentes nas rede sociais, é insuficiente quando olhamos para o marketing digital e para as ferramentas associadas como um todo.
Verifica-se que no processo de recuperação pós-pandemia, somente uma baixa percentagem de estabelecimentos hoteleiros e agências de viagem e turismo procederam ao seu investimento, embora a promoção turística esteja na ordem do dia.
In the last decades, tourism has been consolidated as one of the activities that has most contributed to the development of countless countries, regions and cities. In Portugal, it has become the largest exporting economic activity, contributing strongly to the growth of the national Gross Domestic Product (GDP). Such facts clearly reflect the importance it has held in the socio-economic development of the country, in territorial cohesion and in reducing asymmetries. As in previous years, it was expected that 2020 would be another year of excellence for national tourism, to achieve new records and distinctions. However, in March, with the beginning of the Covid-19 pandemic outbreak, the scenario changed completely and quickly became a dramatic, unprecedented year. However, in times of crisis, opportunities also arise and new ways for companies to reinvent themselves. This pandemic has accelerated digital transformation in all sectors, and tourism is no exception. More than ever, potential tourism consumers relate to travel agencies and hotels through digital platforms. It is through this medium that they interact with each other and share information about products and services, efficiently and instantaneously. Digital marketing assumes here a prominent role, being a real challenge for tourism companies in the management of their promotion, communication, and distribution channels. In a highly competitive market such as tourism, it becomes imperative for companies to try to differentiate themselves from others, and digital marketing can play a very important role in this process, asserting itself as a competitive advantage. This dissertation is composed by a study on the application of digital marketing tools in tourism companies. It is imperative to address this very current theme, in order to evaluate and understand how digital marketing and its tools are being used in this post-pandemic period, marked by tourism recovery. As an instrument of data collection, the questionnaire was used, and the study sample consists of about 232 respondents, representatives of travel and tourism agencies and hotels. Through the results of data processing, it can be concluded that digital marketing tools do not yet play a major role in most tourism businesses, especially in smaller ones such as micro-enterprises. Having their own website or being present in social networks is insufficient when we look at digital marketing and the associated tools as a whole. It is verified that in the post-pandemic recovery process, only a low percentage of hotel establishments and travel and tourism agencies proceeded with their investment, although tourism promotion is on the agenda.
In the last decades, tourism has been consolidated as one of the activities that has most contributed to the development of countless countries, regions and cities. In Portugal, it has become the largest exporting economic activity, contributing strongly to the growth of the national Gross Domestic Product (GDP). Such facts clearly reflect the importance it has held in the socio-economic development of the country, in territorial cohesion and in reducing asymmetries. As in previous years, it was expected that 2020 would be another year of excellence for national tourism, to achieve new records and distinctions. However, in March, with the beginning of the Covid-19 pandemic outbreak, the scenario changed completely and quickly became a dramatic, unprecedented year. However, in times of crisis, opportunities also arise and new ways for companies to reinvent themselves. This pandemic has accelerated digital transformation in all sectors, and tourism is no exception. More than ever, potential tourism consumers relate to travel agencies and hotels through digital platforms. It is through this medium that they interact with each other and share information about products and services, efficiently and instantaneously. Digital marketing assumes here a prominent role, being a real challenge for tourism companies in the management of their promotion, communication, and distribution channels. In a highly competitive market such as tourism, it becomes imperative for companies to try to differentiate themselves from others, and digital marketing can play a very important role in this process, asserting itself as a competitive advantage. This dissertation is composed by a study on the application of digital marketing tools in tourism companies. It is imperative to address this very current theme, in order to evaluate and understand how digital marketing and its tools are being used in this post-pandemic period, marked by tourism recovery. As an instrument of data collection, the questionnaire was used, and the study sample consists of about 232 respondents, representatives of travel and tourism agencies and hotels. Through the results of data processing, it can be concluded that digital marketing tools do not yet play a major role in most tourism businesses, especially in smaller ones such as micro-enterprises. Having their own website or being present in social networks is insufficient when we look at digital marketing and the associated tools as a whole. It is verified that in the post-pandemic recovery process, only a low percentage of hotel establishments and travel and tourism agencies proceeded with their investment, although tourism promotion is on the agenda.
Description
Keywords
Turismo Covid-19 Estabelecimentos hoteleiros Agências de viagem e turismo Marketing digital Ferramentas de marketing digital