Modelo comportamental na gestão do eWOM

Autores

DOI:

https://doi.org/10.25145/j.pasos.2024.22.046

Palavras-chave:

eWOM, hotel management, PLS-SEM, seasonal hotel, management behaviour

Resumo

O Word-of-Mouth Eletrónico (eWOM) é vital em várias indústrias, particularmente no sector da hotelaria, onde os seus efeitos nas vendas, preços, reputação e outras variáveis de negócio são evidentes. Compreender como o eWOM é aceite e incorporado nas organizações é essencial para o seu desenvolvimento. O presente estudo tem como objetivo explicar o comportamento dos gestores relativamente à utilização do eWOM nos hotéis. Para o efeito, foi validado um modelo de Modelação de Equações Estruturais por Mínimos Quadrados Parciais (PLS-SEM), utilizando dados de um questionário dirigido a hotéis de uma região costeira da Argentina, onde se localizam hotéis de todo o ano e hotéis sazonais. Verificou-se que a utilização do eWOM na gestão depende da intenção dos gestores de utilizar o mesmo, que é influenciada pela sua atitude em relação ao CIT. Além disso, a atitude é influenciada pela perceção de utilidade e facilidade de gestão, e a utilização depende da qualidade do eWOM.

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Publicado

2024-11-01

Como Citar

Gilabert, M., & Berné Manero, M. del C. (2024). Modelo comportamental na gestão do eWOM. PASOS Revista De Turismo Y Patrimonio Cultural, 22(4), 705–723. https://doi.org/10.25145/j.pasos.2024.22.046

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Instituto Universitario de Investigación Social y Turismo. Universidad de La Laguna (España) - Instituto Universitario da Maia ISMAI (Portugal)