Improving business performance of budget hotels through social media

Autores

  • Roberto Pessoa de Queiroz Falcão Pontifícia Universidade Católica do Rio de Janeiro
  • Andrea Ribeiro Carvalho de Castro Pontifícia Universidade Católica do Rio de Janeiro
  • Estefanie Silva do Nascimento Pontifícia Universidade Católica do Rio de Janeiro
  • Tania da Silva Barboza Pontifícia Universidade Católica do Rio de Janeiro
  • Jorge Brantes Ferreira Pontifícia Universidade Católica do Rio de Janeiro

DOI:

https://doi.org/10.17648/raoit.v12n1.4781

Palavras-chave:

hostel, digital marketing, social media, eWOM, UGC

Resumo

The article aims at understanding how a hostel takes advantage of guests' opinions on digital social networks to improve their business performance. The budget-hospitality sector attracts younger and connected individuals that use social media as a decision-making tool for choosing their accommodation. On the other hand, some hotels already take advantage of
customers’ feedbacks to improve service quality. The research is based on an exploratory single case study of a hostel chain in Brazil. Among the main findings, evidences point to how the hostel chain takes advantage of both eWOM and customer satisfaction surveys to improve its marketing performance and services, obtaining competitive advantages. In addition, social media is used as
an important input for HR management, determining bonus criteria and team focus.

Biografia do Autor

Roberto Pessoa de Queiroz Falcão, Pontifícia Universidade Católica do Rio de Janeiro

professor of the Department of Entrepreneurship and Management at Federal University Fluminense (UFF), currently teaching Strategy and Project Management at the MBA Programs. He is also an advisor to SEBRAE - Brazilian Support Service to Small Entrepreneurs. He holds a Master degree in Business Management (FGV/EBAPE - Rio de Janeiro) and currently is a PhD student in Management and Consumer Behaviour at the Pontifical University of Rio de Janeiro. Prior to his academic career, he has worked 20 years for Coca-Cola Co, AMBEV Breweries and Fagga GL Events in managerial positions. His research areas include consumer behavior, tourism and immigrant entrepreneurship, having published articles on these topics.

Andrea Ribeiro Carvalho de Castro, Pontifícia Universidade Católica do Rio de Janeiro

PhD student in Management and Consumer Behaviour at the Pontifical University of Rio de Janeiro (PUC - RIO). She holds a Master degree in Information Technology (PUC - RIO), as well as an Executive MBA in Marketing (IBMEC). She is a Bachelor in Mathematics and Six Sigma - Green Belt Certified. Previously she has worked for Oi Telecommunications, Intelig, Petroleo Ipiranga and the Navy Command, in Marketing Planning, Business Intelligence, Project Management, Information Management, Data Warehouse and systems development. Her research areas include marketing, technology and augmented reality.

Estefanie Silva do Nascimento, Pontifícia Universidade Católica do Rio de Janeiro

Master degree in Business Administration from Pontifical Catholic University of Rio de Janeiro (PUC - RIO) with emphasis on Marketing and Consumer Behavior. She is a PhD student in Management and Consumer Behaviour at the Pontifical University of Rio de Janeiro (PUC - RIO). She holds a degree in Accounting from Candido Mendes University and Business Administration from the Pontifical Catholic University of Rio de Janeiro. Her professional experience includes the financial and accounting areas. Her research areas include marketing, BOP consumers and education.

Tania da Silva Barboza, Pontifícia Universidade Católica do Rio de Janeiro

PhD student in Management at the Pontifical University of Rio de Janeiro (PUC - RIO). She is a bachelor on Chemical Engineering from University of the State of Rio de Janeiro and Master´s at Collective Health from Oswaldo Cruz Foundation. Prior to her academic career she worked for 25 years for PETROBRAS, acting on the following subjects: SMS management systems, safety culture, risk management, work accidents in both the construction industry and the construction of terrestrial ducts. Her research areas include strategy and international business.

Jorge Brantes Ferreira, Pontifícia Universidade Católica do Rio de Janeiro

Assistant professor in Marketing at the Pontifical University of Rio de Janeiro (PUC -RIO). He holds a PhD degree in Business Administration from COPPEAD/UFRJ, Master´s degree in Electrical Engineering and bachelor in Electrical Engineering from Pontifical Catholic University of Rio de Janeiro (PUC - RIO). Prior to his academic career, he was a Data Mining Consultant and Instructor for the SAS Institute He has published papers in various international journals, a textbook on Marketing and international book chapters. He actively researches diffusion of innovations, customer relationship management, internet and new media marketing, consumer behavior and data mining applied to marketing.

Downloads

Publicado

2018-06-01

Como Citar

Falcão, R. P. de Q., Castro, A. R. C. de, Nascimento, E. S. do, Barboza, T. da S., & Ferreira, J. B. (2018). Improving business performance of budget hotels through social media. REVISTA ACADÊMICA OBSERVATÓRIO DE INOVAÇÃO DO TURISMO, 12(1), 45–65. https://doi.org/10.17648/raoit.v12n1.4781

Edição

Vol. XII, NO. 1 (2018)

Seção

Artigos

Licença

Autores que publicam nesta revista concordam com os seguintes termos:

  1. Autores mantém os direitos autorais e concedem à revista o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a licença Atribuição 4.0 Internacional (CC BY 4.0) que permite o compartilhamento do trabalho com reconhecimento da autoria e publicação inicial nesta revista.
  2. Autores têm autorização para assumir contratos adicionais separadamente, para distribuição não-exclusiva da versão do trabalho publicada nesta revista (ex.: publicar em repositório institucional ou como capítulo de livro), com reconhecimento de autoria e publicação inicial nesta revista.
  3. Autores têm permissão e são estimulados a publicar e distribuir seu trabalho online (ex.: em repositórios institucionais ou na sua página pessoal) a qualquer ponto antes ou durante o processo editorial, já que isso pode gerar alterações produtivas, bem como aumentar o impacto e a citação do trabalho publicado.