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Publication
Empresas familiares e e-turismo no contexto da hotelaria: um estudo aplicado na ilha de São Miguel, Açores
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Advisor(s)
Abstract(s)
Em geral, muitas empresas começaram como pequenas empresas familiares e mais
tarde tornam- se emgrandes empresas, dando emprego a muitas pessoas e criando riqueza
para o país onde estão inseridas, são exemplos em Portugal, o grupo Sonae, o grupo
Amorim, o grupo Delta Cafés, o grupo Pestana, o grupo Bensaude, etc. As teorias de
gestão afirmam que as empresas familiares são o princípio da evolução de uma
organização, que com o tempo evolui para organizações maiores, mais complexas e
profissionais. Na ilha de São Miguel no arquipélago dos Açores, existem muitas
empresasfamiliares na área da hotelaria, sendo este um dossectores económico que mais
tem evoluído nos últimos anos, tanto a nível nacional como na ilha de São Miguel,
Açores.
Os canais digitais são hoje uma ferramenta fundamental para a captação de
hóspedes na hotelaria, devido sobre tudo à importância das TIC e da Internet na
sociedade atual. Já os fatores críticos de sucesso servirão para que os gestores possam
medir determinados fatores que serão ou não importantes para o sucesso dos hotéis. O
sucesso da hotelaria encontra-se associado aos gestores, estes terão de tomar as melhores
decisões para que o sector continue a evoluir e a melhorar, consolidando cada vez mais
a importância que o setor tem na economia europeia, portuguesa e na micaelense. Foi
então realizado um estudo exploratório, que através de um questionário aplicado aos
gerentes, diretores, gerentes intermédios e proprietários de hotéis do tipo empresa
familiar em São Miguel, Açores, concluiu que a gestão adequada da reputação online
como o conteúdo exposto no website próprio, novas promoções e lançamentos de
campanhas, são fundamentais para que as empresas mantenham uma identidade de
marca positiva perante os seus clientes e/ou potenciais clientes. Os fatores críticos de
sucesso com maior relevância foram a satisfação do cliente, qualidade de serviço
oferecida, sustentabilidade da qualidade de serviço, gestão (liderança), custo do serviço,
quantidade total de vendas (clientes totais) e iniciativas dos empregados.
In general, many companies started as small family businesses and later became large companies, giving jobs to many people and creating wealth for the country in which they operate, are examples in Portugal, the Sonae group, Amorim group, Delta Cafés group, Pestana group, Bensaude group, etc. Management theories claim that family businesses are the beginning of an organization's evolution, which over time evolves into larger, more complex and professional organizations. On the island of São Miguel in the Azores archipelago, there are many family businesses in the hotel industry, which is one of the most evolving economic sectors in recent years, both nationally and on the island of São Miguel, Azores. Today, digital channels are a fundamental tool for attracting hotel guests, due mainly to the importance of ICT and the Internet in today's society. Critical success factors, on the other hand, will allow managers to measure certain factors that may or may not be important for the success of hotels. The success of the hotel industry is associated with managers, who will have to make the best decisions for the sector to continue to evolve and improve, consolidating more and more the importance that the sector has in the European, Portuguese and Micaelese economies. An exploratory study was carried out, which, through a questionnaire applied to managers, directors, middle managers and owners of family-type hotels in São Miguel, Azores, concluded that the proper management of online reputation as the content exposed on the website new promotions and campaign launches are essential for companies to maintain a positive brand identity with their customers and / or potential customers. The most important critical success factors were customer satisfaction, quality of service offered, sustainability quality of service, management (leadership), cost of service, total amount of sales (total customers) and employee initiatives.
In general, many companies started as small family businesses and later became large companies, giving jobs to many people and creating wealth for the country in which they operate, are examples in Portugal, the Sonae group, Amorim group, Delta Cafés group, Pestana group, Bensaude group, etc. Management theories claim that family businesses are the beginning of an organization's evolution, which over time evolves into larger, more complex and professional organizations. On the island of São Miguel in the Azores archipelago, there are many family businesses in the hotel industry, which is one of the most evolving economic sectors in recent years, both nationally and on the island of São Miguel, Azores. Today, digital channels are a fundamental tool for attracting hotel guests, due mainly to the importance of ICT and the Internet in today's society. Critical success factors, on the other hand, will allow managers to measure certain factors that may or may not be important for the success of hotels. The success of the hotel industry is associated with managers, who will have to make the best decisions for the sector to continue to evolve and improve, consolidating more and more the importance that the sector has in the European, Portuguese and Micaelese economies. An exploratory study was carried out, which, through a questionnaire applied to managers, directors, middle managers and owners of family-type hotels in São Miguel, Azores, concluded that the proper management of online reputation as the content exposed on the website new promotions and campaign launches are essential for companies to maintain a positive brand identity with their customers and / or potential customers. The most important critical success factors were customer satisfaction, quality of service offered, sustainability quality of service, management (leadership), cost of service, total amount of sales (total customers) and employee initiatives.
Description
Keywords
Gestão de empresas Empresas familiares E-Marketing Hotelaria Economia Turismo Tecnologia da informação e comunicação Fatores críticos de sucesso Estudo de casos S. Miguel Açores Hospitality Family business Critical success factors Tourism Emarketing
Pedagogical Context
Citation
Cabral, Rodrigo da Câmara Velho - Empresas familiares e e-turismo no contexto da hotelaria [Em linha]: um estudo aplicado na ilha de São Miguel, Açores. [S.l.]: [s.n.], [2020]. 202 p.