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Marketing experiencial: o estudo de 3 hotéis de charme da região centro de Portugal
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Orientador(es)
Resumo(s)
A competitividade das marcas depende, em parte, de as empresas associarem aos produtos e serviços experiências memoráveis, uma vez que os consumidores os compram não só por aquilo que eles fazem mas também por aquilo que eles significam. Os clientes esperam ser influenciados de um modo positivo, emocional e memorável em todos os níveis da sua vivência comercial. É neste contexto que emerge o marketing experiencial, que tem pautado a orientação estratégica do setor da hotelaria, motivo pelo qual o escolhemos para alvo de estudo. Assim, com base no caso de estudo de 3 hotéis de charme na região de Leiria identificámos as práticas de marketing experiencial implementadas e verificámos que estão relacionadas com o nível de satisfação dos clientes e de popularidade dos hotéis, estão também na origem do WOM positivo que desempenha um papel importante na captação de novos clientes.
ABSTRACT: The competitiveness of brands depends partly on enterprises associating products and services with memorable experiences, since consumers buy them not only for what they do but also for what they mean. Customers expect to be influenced in a positive, emotional and memorable way at all levels of their business experience. It is in this context that experiential marketing emerges, which has guided the strategic direction of the hospitality industry, our target in this case study. Thus, based on the case study of three boutique hotels in the region of Leiria experiential marketing practices implemented were identified and verified which are related to the level of customer satisfaction and popularity of the hotels, are also at the origin of positive WOM that plays an important role in attracting new customers.
ABSTRACT: The competitiveness of brands depends partly on enterprises associating products and services with memorable experiences, since consumers buy them not only for what they do but also for what they mean. Customers expect to be influenced in a positive, emotional and memorable way at all levels of their business experience. It is in this context that experiential marketing emerges, which has guided the strategic direction of the hospitality industry, our target in this case study. Thus, based on the case study of three boutique hotels in the region of Leiria experiential marketing practices implemented were identified and verified which are related to the level of customer satisfaction and popularity of the hotels, are also at the origin of positive WOM that plays an important role in attracting new customers.
Descrição
Palavras-chave
Marketing experiencial Hóteis de charme WOM Experiential marketing Charming hotels
Contexto Educativo
Citação
DANTAS, José Guilherme Leitão ; MARQUES, Alzira Maria Ascensão (2016) - Marketing experencial : o estudo de 3 hotéis de charme da região centro de Portugal. GESTIN. ISSN 1645-2534. Ano 13, nº 13, p. 137-155.
Editora
Escola Superior de Gestão de Idanha-a-Nova