Periódico: Tourism and Hospitality International Journal
Fonte: Tourism and Hospitality International Journal ; Vol. 7 No. 1 (2016): September 2016 [13th edition]; 27-48
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Resumo: The internet and the Web 2.0 created new opportunities for the hotel industry, such as the social networking websites. Now, it is necessary to identify the factors leading to the use of online social networks in hotels 4 and 5 stars in the Algarve, its benefits and challenges; examine the scope of the hotel's presence on social networks, through the metrics used for this purpose; to verify if social networks represent an opportunity as a platform to share information, to make reservations and to create closer, more personal and trusting relationships between hotels and customers. The results of this study showed that the hotel establishments use online social networks to communicate with customers; build confidence; know trends. However, some are not prepared to be in digital social media, do not conduct a thorough analysis, for lack of knowledge to use metrics programs, reduced human resources and lack of budget.
