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Advisor(s)
Abstract(s)
difusão de novas ferramentas de comunicação, como o Electronic Word-of-Mouth
(eWOM), facilitou a interação com conteúdo online. Os comentários online, uma das suas
formas, são maioritariamente utilizados para informar consumidores, sendo particularmente
relevantes em tomadas de decisão turística, como provado por investigações prévias.
Nesta dissertação, centrámo-nos em turistas Portugueses para perceber a influência de
comentários com diferente valência no seu comportamento. Adereçando as questões iniciais
(RQs), foi desenvolvido um design experimental: os participantes foram expostos a
comentários predominantemente positivos (PPR) ou predominantemente negativos (PNR). Os
dados analisados focaram o efeito na atitude relativamente a um hotel (ATH) e intenções de
reserva (BI), considerando a influência da conformidade dos indivíduos ao longo de
diferentes momentos de planeamento turístico: Fase Inicial (IS) e Fase Tardia (LS).
No total, foram analisadas 302 respostas. Concluiu-se que os PPR e PNR influenciam
diferentemente a ATH e BI dos turistas, considerando momentos distintos de planeamento
turístico. Em ambos os momentos, o efeito da valência demonstrou-se mais influente em
indivíduos com elevado nível de conformidade.
Os resultados são relevantes para empresas turísticas, principalmente hotéis, pois evidenciam
os benefícios e as consequências que o eWOM pode ter na sua performance.
Limitações são explicadas e sugestões para investigação futura são indicadas.
The diffusion of new communication tools, such as Electronic Word-of-Mouth (eWOM), facilitated the engagement with online content. One of its forms, online reviews, is mainly used to inform customers, being particularly relevant concerning travellers’ decision-making process, as proven by previous research. In this dissertation, Portuguese travellers were targeted to understand how their behaviours change when exposed to differently valenced reviews. In order to address the Research Questions (RQs), an experimental design was implemented: the participants were exposed to predominantly positive (PPR) or predominantly negative reviews (PNR). The data was analysed for the effects on attitude towards a hotel (ATH) and booking intentions (BI), considering the influence of individuals’ conformity along different travel planning moments: Initial Stage (IS) and Later Stage (LS). In total, 302 answers were analysed. It was concluded that PPR and PNR differently influence travellers’ ATH and BI, considering distinct travel planning moments. At both moments, the effect of valence was more influential concerning individuals that were high in conformity. The findings are relevant to touristic companies, particularly to hotels, since they evince the benefits and the damages eWOM may generate on their performance. Limitations are explained and suggestions for future research are indicated.
The diffusion of new communication tools, such as Electronic Word-of-Mouth (eWOM), facilitated the engagement with online content. One of its forms, online reviews, is mainly used to inform customers, being particularly relevant concerning travellers’ decision-making process, as proven by previous research. In this dissertation, Portuguese travellers were targeted to understand how their behaviours change when exposed to differently valenced reviews. In order to address the Research Questions (RQs), an experimental design was implemented: the participants were exposed to predominantly positive (PPR) or predominantly negative reviews (PNR). The data was analysed for the effects on attitude towards a hotel (ATH) and booking intentions (BI), considering the influence of individuals’ conformity along different travel planning moments: Initial Stage (IS) and Later Stage (LS). In total, 302 answers were analysed. It was concluded that PPR and PNR differently influence travellers’ ATH and BI, considering distinct travel planning moments. At both moments, the effect of valence was more influential concerning individuals that were high in conformity. The findings are relevant to touristic companies, particularly to hotels, since they evince the benefits and the damages eWOM may generate on their performance. Limitations are explained and suggestions for future research are indicated.
Description
Keywords
Comentários gerados por utilizadores online Valência Conformidade Intenções de reserva Atitude relativamente a um hotel Turismo Processo de tomada de decisão Online user-generated reviews Valence Conformity Booking intentions Attitude towards a hotel Decision-making process Tourism