Periódico: Revista Acadêmica Observatório de Inovação do Turismo
Fonte: REVISTA ACADÊMICA OBSERVATÓRIO DE INOVAÇÃO DO TURISMO; Vol. XII, NO. 1 (2018); 45 - 65
Palavras-chave:
Turismo; Marketing; 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 ofcustomers’ 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 asan important input for HR management, determining bonus criteria and team focus.
