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

Detalhes bibliográficos
Autor(a) principal: Carmo, Nicolas Viegas
Data de Publicação: 2024
Outros Autores: Araujo, Hugo Rodrigues
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Marketing & Tourism Review
Texto Completo: https://revistas.face.ufmg.br/index.php/mtr/article/view/7333
Resumo: 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.
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spelling Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao AirbnbTourism, 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.A atividade turística global tem se modificado em decorrência dos avanços das Tecnologias da Informação e Comunicação (TICs) e dos novos modelos de negócios baseados na economia colaborativa. Seguindo essas tendências, o Airbnb surgiu e logo impactou drasticamente o mercado hoteleiro tradicional, com uma oferta melhor adequada ao novo perfil do viajante, agora mais bem informado, independente e, cada vez mais, em busca por experiências exclusivas. Os gestores hoteleiros estão sendo obrigados a repensar suas estratégias para manterem seus negócios competitivos no mercado. Diante disso, o presente trabalho teve por objetivo analisar a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina, Minas Gerais, em relação ao Airbnb. A metodologia utilizada pautou-se em uma pesquisa de natureza exploratória e descritiva. Os dados foram obtidos através de entrevistas com os gestores utlizando um roteiro semiestruturado e da análise dos anúncios de hospedagem em Diamantina disponível na plataforma do Airbnb. Os dados foram organizados em uma planilha do Microsoft Excel e, em seguida, submetido a uma análise descritiva simples. Os resultados demonstram que a capacidade de acomodação dos empreendimentos hoteleiros tradicionais de Diamantina ainda é bastante superior em relação a oferta disponível na plataforma do Airbnb. Quanto a percepção dos gestores, constatou-se que a maioria acredita que o Airbnb afetou de algum modo a rede hoteleira local. Entretanto, os gestores mantém-se apáticos em relação a isso. As poucas medidas mitigatórias adotadas restringiram-se na redução das tarifas das diárias e no oferecimento de descontos. Entende-se, então, que os gestores optaram por competir com o Airbnb alterando o preço da sua oferta, ao invés de buscar aumentar o valor percebido de seus serviços. Essa constatação serve de alerta, pois demonstra que os gestores ainda não perceberam ou não acreditam nos efeitos das mudanças causadas pelas TICs no mercado turístico, sobretudo no comportamento do viajante.Federal University of Minas Gerais2024-03-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/733310.29149/mtr.v9i1.7333Marketing & Tourism Review; Vol. 9 No. 1 (2024): v.9, n.1, 2024Marketing & Tourism Review; v. 9 n. 1 (2024): v.9, n.1, 20242525-81762525-817610.29149/mtr.v9i1reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGengporhttps://revistas.face.ufmg.br/index.php/mtr/article/view/7333/4096https://revistas.face.ufmg.br/index.php/mtr/article/view/7333/4095Copyright (c) 2024 Nicolas Viegas Carmo, Hugo Rodrigues Araujohttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessCarmo, Nicolas ViegasAraujo, Hugo Rodrigues2024-05-05T00:56:46Zoai:ojs.pkp.sfu.ca:article/7333Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2024-05-05T00:56:46Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false
dc.title.none.fl_str_mv Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
title Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
spellingShingle Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
Carmo, Nicolas Viegas
Tourism, Airbnb, Information and Communication Technologies, Collaborative economy.
Turismo, Airbnb, Tecnologias da Informação e Comunicação, Economia colaborativa.
title_short Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
title_full Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
title_fullStr Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
title_full_unstemmed Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
title_sort Os paradoxos entre a percepção e o comportamento dos gestores dos meios de hospedagem tradicionais de Diamantina/MG em relação ao Airbnb
author Carmo, Nicolas Viegas
author_facet Carmo, Nicolas Viegas
Araujo, Hugo Rodrigues
author_role author
author2 Araujo, Hugo Rodrigues
author2_role author
dc.contributor.author.fl_str_mv Carmo, Nicolas Viegas
Araujo, Hugo Rodrigues
dc.subject.por.fl_str_mv Tourism, Airbnb, Information and Communication Technologies, Collaborative economy.
Turismo, Airbnb, Tecnologias da Informação e Comunicação, Economia colaborativa.
topic Tourism, Airbnb, Information and Communication Technologies, Collaborative economy.
Turismo, Airbnb, Tecnologias da Informação e Comunicação, Economia colaborativa.
description 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.
publishDate 2024
dc.date.none.fl_str_mv 2024-03-31
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dc.identifier.uri.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/7333
10.29149/mtr.v9i1.7333
url https://revistas.face.ufmg.br/index.php/mtr/article/view/7333
identifier_str_mv 10.29149/mtr.v9i1.7333
dc.language.iso.fl_str_mv eng
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language eng
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dc.relation.none.fl_str_mv https://revistas.face.ufmg.br/index.php/mtr/article/view/7333/4096
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dc.rights.driver.fl_str_mv Copyright (c) 2024 Nicolas Viegas Carmo, Hugo Rodrigues Araujo
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2024 Nicolas Viegas Carmo, Hugo Rodrigues Araujo
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Federal University of Minas Gerais
publisher.none.fl_str_mv Federal University of Minas Gerais
dc.source.none.fl_str_mv Marketing & Tourism Review; Vol. 9 No. 1 (2024): v.9, n.1, 2024
Marketing & Tourism Review; v. 9 n. 1 (2024): v.9, n.1, 2024
2525-8176
2525-8176
10.29149/mtr.v9i1
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repository.name.fl_str_mv Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)
repository.mail.fl_str_mv mkt.tourism.review@gmail.com||mg.ufmg@gmail.com
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