Personalidade de marca em meios de hospedagem
Brands are intangible assets that integrate the relationship process between companies and consumers. Among various segments that find in branding a way for building their strategies, there is the lodging industry. In times of fierce competitiveness and to deal with the tourist‘s behavioral changes...
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Branding Personalidade de marca Meios de hospedagem CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO |
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Branding Personalidade de marca Meios de hospedagem CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO Paiva Neto, Áureo Personalidade de marca em meios de hospedagem |
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Brands are intangible assets that integrate the relationship process between companies and consumers. Among various segments that find in branding a way for building their strategies, there is the lodging industry. In times of fierce competitiveness and to deal with the tourist‘s behavioral changes in the twenty-first century, creating values for theirs brands provides competitive advantage. The combination of the brands characteristics with human personalities is one scientifically proven way to create this value. Therefore, the present study aims to identify the presence of personalities in hotel brands focused on sun and beach tourism. The objective of this research is to analyze the personalities of the Brand Personality Scale (BPS) of Jennifer Aaker (1997) that can be perceived in the brands of Via Costeira hotels in the city of Natal, capital do the State of Rio Grande do Norte, Brazil. It is a descriptive-exploratory study, with quantitative and qualitative approach. For doing the research, at first, 405 surveys were applied whose approach involved the recognition of 41 personality traits proposed by the research instrument on these establishments and using the Likert Scale from 0 to 10. In addition, it was also investigated the alignment of this scale with the mission, vision and values statements from each hotel. And finally, suggestions from experts in marketing and branding were collected about ways to develop brands in the hotel industry. The results showed that only four of the BPS five dimensions – sincerity, sophistication, competence and excitement – were considered applicable for all sample participants and in this same sequence of decreasing values of means, as described by the Tukey test that was used as a complement for comparative purpose between hotel means. In the mission, mission and values statements of the samples, it was verified the predominance of characteristics more closely related to the competence and sincerity dimensions. Finally, experts affirmed that hotels can form brands with personalities and suggested some necessary actions to achieve such triumph. The results presented were satisfactory and confirmed the existence of personality in the hotel brands from Natal, but that perception still has chance to be improved. |
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Ferreira, Lissa Valéria Fernandes |
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Ferreira, Lissa Valéria Fernandes Paiva Neto, Áureo |
| format |
masterThesis |
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Paiva Neto, Áureo |
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Paiva Neto, Áureo |
| title |
Personalidade de marca em meios de hospedagem |
| title_short |
Personalidade de marca em meios de hospedagem |
| title_full |
Personalidade de marca em meios de hospedagem |
| title_fullStr |
Personalidade de marca em meios de hospedagem |
| title_full_unstemmed |
Personalidade de marca em meios de hospedagem |
| title_sort |
personalidade de marca em meios de hospedagem |
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Brasil |
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2017 |
| url |
https://repositorio.ufrn.br/jspui/handle/123456789/24072 |
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AT paivanetoaureo personalidadedemarcaemmeiosdehospedagem AT paivanetoaureo lodgingbrandpersonality |
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1773967467572363264 |
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ri-123456789-240722022-04-05T19:57:35Z Personalidade de marca em meios de hospedagem Lodging brand personality Paiva Neto, Áureo Ferreira, Lissa Valéria Fernandes http://lattes.cnpq.br/9759435965146456 http://lattes.cnpq.br/8015374156967844 Marques Júnior, Sérgio http://lattes.cnpq.br/3095760811566254 Carratore, Luis Roberto Rossi Del http://lattes.cnpq.br/1561837999899918 Campos Júnior, Geraldo Bezerra http://lattes.cnpq.br/2294908983333744 Branding Personalidade de marca Meios de hospedagem CNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO Brands are intangible assets that integrate the relationship process between companies and consumers. Among various segments that find in branding a way for building their strategies, there is the lodging industry. In times of fierce competitiveness and to deal with the tourist‘s behavioral changes in the twenty-first century, creating values for theirs brands provides competitive advantage. The combination of the brands characteristics with human personalities is one scientifically proven way to create this value. Therefore, the present study aims to identify the presence of personalities in hotel brands focused on sun and beach tourism. The objective of this research is to analyze the personalities of the Brand Personality Scale (BPS) of Jennifer Aaker (1997) that can be perceived in the brands of Via Costeira hotels in the city of Natal, capital do the State of Rio Grande do Norte, Brazil. It is a descriptive-exploratory study, with quantitative and qualitative approach. For doing the research, at first, 405 surveys were applied whose approach involved the recognition of 41 personality traits proposed by the research instrument on these establishments and using the Likert Scale from 0 to 10. In addition, it was also investigated the alignment of this scale with the mission, vision and values statements from each hotel. And finally, suggestions from experts in marketing and branding were collected about ways to develop brands in the hotel industry. The results showed that only four of the BPS five dimensions – sincerity, sophistication, competence and excitement – were considered applicable for all sample participants and in this same sequence of decreasing values of means, as described by the Tukey test that was used as a complement for comparative purpose between hotel means. In the mission, mission and values statements of the samples, it was verified the predominance of characteristics more closely related to the competence and sincerity dimensions. Finally, experts affirmed that hotels can form brands with personalities and suggested some necessary actions to achieve such triumph. The results presented were satisfactory and confirmed the existence of personality in the hotel brands from Natal, but that perception still has chance to be improved. Marcas são ativos intangíveis que participam do processo de relacionamento entre empresas e consumidores. E dentre os variados segmentos que encontram no branding um meio para a formação de suas estratégias, estão os meios de hospedagem. Em tempos de acirrada competitividade e para lidar com as mudanças comportamentais dos turistas neste século XXI, criar valores para suas marcas proporciona vantagem competitiva. A associação das características dessas marcas com personalidades humanas é uma das maneiras cientificamente comprovadas para a criação desse valor. Portanto, o atual estudo visa identificar a presença de personalidades nas marcas de hotéis voltados para o turismo de sol e praia. O objetivo dessa pesquisa é analisar as personalidades da Brand Personality Scale (BPS) de Jennifer Aaker (1997) que podem ser percebidas nas marcas de hotéis da Via Costeira na cidade de Natal, capital do Estado do Rio Grande do Norte, Brasil. Trata-se de um estudo descritivo-exploratório com abordagem quantitativa e qualitativa. A pesquisa contou, primeiramente, com a aplicação de 405 questionários, cuja abordagem envolveu o reconhecimento dos 41 traços de personalidades propostos pelo instrumento da pesquisa sobre as marcas desses estabelecimentos e utilizando a Escala Likert de 0 a 10. Além disso, foi também investigado o alinhamento dessa escala com a missão, visão e valores de cada um dos hotéis. Para finalizar, foram coletadas sugestões de especialistas em marketing e branding sobre meios para o desenvolvimento de marcas na hotelaria. Os resultados apontaram que apenas quatro das cinco dimensões da BPS – Sinceridade, Sofisticação, Competência e Empolgação – foram consideradas como aplicáveis para todos os participantes da amostra. E esta mesma sequência, apresentada em ordem decrescente a partir dos valores de suas médias, conforme descrito no teste de Tukey, serviu como complemento para efeitos comparativos entre as médias dos hotéis. Nas missões, visões e valores das amostras, ficou constatada a predominância de características mais fortemente relacionadas com as das dimensões Competência e Sinceridade. Por fim, profissionais do mercado apontaram que hotéis podem formar marcas com personalidades e sugerem algumas ações necessárias para se obter tal êxito. Os resultados apresentados foram satisfatórios e comprovaram a existência de marcas de hotéis com personalidade na cidade de Natal, mas que essa percepção ainda possui margem para ser aperfeiçoada. 2017-10-14T00:26:33Z 2017-10-14T00:26:33Z 2017-06-12 masterThesis PAIVA NETO, Áureo. Personalidade de marca em meios de hospedagem. 2017. 145f. Dissertação (Mestrado em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2017. https://repositorio.ufrn.br/jspui/handle/123456789/24072 por Acesso Aberto application/pdf Brasil UFRN PROGRAMA DE PÓS-GRADUAÇÃO EM TURISMO |