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Uma visão integrada da oferta hoteleira para o segmento de luxo quanto aos factores chave de compra
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Este estudo analisou o comportamento dos consumidores portugueses na escolha de hotéis de luxo em Portugal, identificando os principais fatores de decisão e segmentando o mercado em três perfis distintos. A investigação combinou a perspetiva dos hoteleiros, através de entrevistas semiestruturadas a diretores de unidades de luxo, com a dos hóspedes, através de um questionário com 180 respostas válidas, analisadas por análise fatorial, regressão logística e segmentação por clusters. Os resultados indicaram que os consumidores valorizam mais factores qualitativos – como identidade e exclusividade da marca, reviews e oferta de serviços – do que critérios como preço, localização ou disponibilidade. A análise fatorial revelou 11 fatores-chave, com destaque para Identidade e Exclusividade, Reviews e Oferta de Serviços. A segmentação identificou três perfis de consumidor: Luxury Affordability Seekers, focados no custobenefício; High-End Experience Seekers, que priorizam tecnologia, sustentabilidade e exclusividade; e Ultra-Luxury Elite, que valorizam privacidade e excelência. A regressão logística demonstrou que a identidade e exclusividade do hotel aumenta a probabilidade de reserva, enquanto avaliações negativas e a presença de serviço de mordomo a reduzem. O modelo Engel-Kollat-Blackwell revelou-se o mais adequado para explicar a decisão de compra neste segmento. O estudo destacou a importância da diferenciação da marca, personalização e exclusividade da experiência e inovação tecnológica. Recomenda-se que os hotéis de luxo invistam em estratégias de fidelização, marketing digital e parcerias com marcas premium. As limitações da amostra – centrada no mercado doméstico – sugerem a necessidade de estudos futuros com turistas internacionais e abordagens comparativas e longitudinais.
This study examined the behaviour of Portuguese consumers in selecting Portuguese luxury hotels, identifying key decision-making factors and segmenting the market into three distinct profiles. The research combined the hoteliers’ perspective, through semi-structured interviews with luxury hotel directors, with that of guests, via a questionnaire yielding 180 valid responses, analysed through factor analysis, logistic regression, and cluster segmentation. The findings revealed that consumers prioritise qualitative factors—such as brand identity and exclusivity, reviews, and service offering—over criteria like price, location, or availability. Factor analysis identified 11 key dimensions, with particular emphasis on Brand Identity and Exclusivity, Reviews, and Service Offering. Market segmentation revealed three consumer profiles: Luxury Affordability Seekers, focused on value for money; High-End Experience Seekers, who prioritise technology, sustainability, and exclusivity; and UltraLuxury Elite, who value privacy and excellence. Logistic regression showed that strong brand identity and exclusivity increases the likelihood of booking, while negative reviews and the presence of butler service reduce it. The Engel-Kollat-Blackwell model emerged as the most suitable to explain the purchasing decision in this segment. The study highlighted the importance of brand differentiation, personalised and exclusivity experiences, and technological innovation. It is recommended that hotels invest in loyalty strategies, digital marketing, and partnerships with premium brands. Given the sample’s domestic focus, future research should include international tourists and adopt comparative and longitudinal approaches.
This study examined the behaviour of Portuguese consumers in selecting Portuguese luxury hotels, identifying key decision-making factors and segmenting the market into three distinct profiles. The research combined the hoteliers’ perspective, through semi-structured interviews with luxury hotel directors, with that of guests, via a questionnaire yielding 180 valid responses, analysed through factor analysis, logistic regression, and cluster segmentation. The findings revealed that consumers prioritise qualitative factors—such as brand identity and exclusivity, reviews, and service offering—over criteria like price, location, or availability. Factor analysis identified 11 key dimensions, with particular emphasis on Brand Identity and Exclusivity, Reviews, and Service Offering. Market segmentation revealed three consumer profiles: Luxury Affordability Seekers, focused on value for money; High-End Experience Seekers, who prioritise technology, sustainability, and exclusivity; and UltraLuxury Elite, who value privacy and excellence. Logistic regression showed that strong brand identity and exclusivity increases the likelihood of booking, while negative reviews and the presence of butler service reduce it. The Engel-Kollat-Blackwell model emerged as the most suitable to explain the purchasing decision in this segment. The study highlighted the importance of brand differentiation, personalised and exclusivity experiences, and technological innovation. It is recommended that hotels invest in loyalty strategies, digital marketing, and partnerships with premium brands. Given the sample’s domestic focus, future research should include international tourists and adopt comparative and longitudinal approaches.
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Hotelaria de luxo Modelos de decisão de compra Fatores-chave de compra Segmentação Luxury hospitality Consumer behavioural models Key purchase factors Segmentation
Contexto Educativo
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Licença CC
Sem licença CC