Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb

• Main Author: Carmo, Nicolas Viegas
• Publication Date: 2024
• Other Authors: Araujo, Hugo Rodrigues
• Format: Article
• Language: eng; por
• Source: Marketing & Tourism Review
• Download full: https://revistas.face.ufmg.br/index.php/mtr/article/view/7333
• topic: Tourism, Airbnb, Information and Communication Technologies, Collaborative economy.; Turismo, Airbnb, Tecnologias da Informação e Comunicação, Economia colaborativa.

Global tourism activity has changed as a result of advances in Information and Communication Technologies (ICTs) and new business models based on collaborative economy. Following these trends, Airbnb emerged and soon drastically impacted the traditional hotel market, offering products better suited to the new profile of traveler, now better informed, independent and, increasingly, looking for exclusive experiences. Hotel managers are being forced to rethink their strategies to keep their businesses competitive in the market. Therefore, this study analyzes the perception and behavior of managers of traditional hosting in Diamantina, Minas Gerais, in relation to Airbnb. The methodology used is based on exploratory and descriptive research. Data were obtained through interviews with managers using a semi-structured script and analysis of accommodation advertisements in Diamantina available on the Airbnb platform. Data were organized in a Microsoft Excel spreadsheet and then submitted to a simple descriptive analysis. The results show that the accommodation capacity of traditional hotel developments in Diamantina is still much higher than the offer available on the Airbnb platform. As for the perception of managers, it was found that most believe that Airbnb somehow affected the local hotel chain. However, managers remain apathetic about that. The few mitigating measures adopted were restricted to reducing daily rates and offering discounts. It is understood, then, that managers chose to compete with Airbnb through price reduction, instead of seeking to increase the perceived value of their services. This finding serves as a warning, as it demonstrates that managers have not yet realized or do not believe in the effects of changes caused by ICTs in the tourist market, especially in traveler behavior.