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Abstract(s)
O presente estudo tem como objetivo principal avaliar a perceção do setor hoteleiro tradicional na zona do Porto sobre a expansão do Airbnb e identificar as medidas estratégicas adotadas em reação à expansão percebida. Neste contexto, pretende-se perceber se, e em que medida, os diferentes segmentos do setor hoteleiro tradicional no Porto perceberam a expansão do Airbnb; identificar que medidas foram tomadas por parte das empresas do setor hoteleiro do Porto para fazer face à entrada do Airbnb, de acordo com os respetivos segmentos; e entender se o crescimento do Airbnb gerou uma perceção de mais-valia ao setor. A dissertação começa com uma breve caracterização do setor hoteleiro em Portugal. Este setor tem crescido quanto à sua taxa de ocupação e quanto ao número de alojamentos turísticos registados em Portugal, assim também o número de dormidas em alojamentos turísticos em Portugal tem aumentado nos últimos quatro anos. Seguidamente, é feito um enquadramento teórico sobre a economia da partilha. O Airbnb é o exemplo explorado deste tipo de economia, bem como algumas perspetivas na literatura sobre a empresa. Para dar resposta às questões de investigação, procede-se a uma análise qualitativa, onde se recorreu à elaboração de entrevistas a gestores de unidades hoteleiras de diferentes segmentos na zona do Porto. Posteriormente, procede-se ao tratamento e análise da informação recolhida. Os entrevistados demonstraram alguma despreocupação relativa aos atuais efeitos no setor hoteleiro da entrada e expansão do Airbnb. Não há consenso por parte dos entrevistados no que diz respeito ao impacto sentido pelo Airbnb. A maioria dos entrevistados considera que o Airbnb não está numa posição vantajosa, apontando que consideram haver espaço suficiente no mercado para v os dois tipos de segmento no setor. Quanto ao impacto social, a maioria referiu que o Airbnb cria emprego e receita para o mercado e traz notoriedade à cidade/país. Sobre o impacto do Airbnb no Porto e no turismo, todos os entrevistados afirmam ser positivo. Por motivos pertinentes aos diferentes segmentos analisados, nenhum entrevistado mencionou ter feito adaptações estratégicas devido ao crescimento do Airbnb.
The main purpose of this thesis is to analyse how the traditional hotel industry perceives the growth of Airbnb in Porto, as well as the strategies adopted accordingly. This thesis aims to: understand if Airbnb’s growth has been taken into account by the different players in the traditional hotel industry; identify, for each segment, what measures have been developed by the companies to face the fierce entry of Airbnb; and understand whether there is a perception that Airbnb's growth added value to the industry. This dissertation begins with a brief description of the hotel industry in Portugal. This sector has grown in Portugal in terms of the occupancy rate, the number of registered accommodations, and the number of overnight stays. Thereupon, it is carried out a literature revision about the sharing economy, of which Airbnb emerges as an example, and the perspectives about the economic impacts of Airbnb. A qualitative analysis is carried out posteriorly, using interviews with hotel managers from different segments in Porto. Finally, the collected information is processed and analysed. The interviewees’ views on the effects of Airbnb’s entry and growth n in the hotel sector are not consensual. Most interviewees consider that Airbnb is not in an advantageous position, stating that there is enough space in the market for different accommodation segments in the sector. Concerning the social impact, the majority referred that Airbnb creates jobs and revenue for the market and brings notoriety to the city/country. Regarding the impact of Airbnb in Porto, all interviewees expressed that it has been positive. None of the subjects claimed to have adapted their strategy due to the growth of Airbnb.
The main purpose of this thesis is to analyse how the traditional hotel industry perceives the growth of Airbnb in Porto, as well as the strategies adopted accordingly. This thesis aims to: understand if Airbnb’s growth has been taken into account by the different players in the traditional hotel industry; identify, for each segment, what measures have been developed by the companies to face the fierce entry of Airbnb; and understand whether there is a perception that Airbnb's growth added value to the industry. This dissertation begins with a brief description of the hotel industry in Portugal. This sector has grown in Portugal in terms of the occupancy rate, the number of registered accommodations, and the number of overnight stays. Thereupon, it is carried out a literature revision about the sharing economy, of which Airbnb emerges as an example, and the perspectives about the economic impacts of Airbnb. A qualitative analysis is carried out posteriorly, using interviews with hotel managers from different segments in Porto. Finally, the collected information is processed and analysed. The interviewees’ views on the effects of Airbnb’s entry and growth n in the hotel sector are not consensual. Most interviewees consider that Airbnb is not in an advantageous position, stating that there is enough space in the market for different accommodation segments in the sector. Concerning the social impact, the majority referred that Airbnb creates jobs and revenue for the market and brings notoriety to the city/country. Regarding the impact of Airbnb in Porto, all interviewees expressed that it has been positive. None of the subjects claimed to have adapted their strategy due to the growth of Airbnb.
Description
Keywords
Perceção do impacto do Airbnb Setor hoteleiro Alojamento Airbnb Perception of the Airbnb impact Hotel industry Accommodation