Comportamento do consumidor e intenção de compra de serviços hoteleiros: influência ao assistir vídeos na internet

Marcela Martins Silva; Jéssyca Rodrigues Henrique da Silva; Sérgio Marques Junior; Luiz Mendes Filho

doi:10.5585/podium.v9i2.15905

Authors

Marcela Martins Silva Universidade Federal do Rio Grande do Norte https://orcid.org/0000-0003-4963-4576
Jéssyca Rodrigues Henrique da Silva Universidade Federal do Rio Grande do Norte https://orcid.org/0000-0003-3130-1714
Sérgio Marques Junior Universidade Federal do Rio Grande do Norte https://orcid.org/0000-0002-6008-8038
Luiz Mendes Filho Universidade Federal do Rio Grande do Norte https://orcid.org/0000-0002-9175-8903

DOI:

https://doi.org/10.5585/podium.v9i2.15905

Keywords:

Digital Marketing, Buy intention, Hotel services, Videos.

Abstract

Objective of the study: Analyze consumer behavior in the process of purchasing tourist hotel services when watching videos on the internet.

Methodology / approach: It was used the model proposed by Yang, Huang, Yang and Yang (2017), which includes consumer attitudes towards web advertisements. This is a quantitative approach study, in which data were analyzed by confirmatory factor analysis and correlation matrix using the Statistical Package for Social Sciences Software, version 22.0.

Originality / Relevance: Although studies increasingly focus on the use of videos in the context of tourism, little has been analyzed about the impact of them on the industry. This study broadens the research by Silva et al. (2018), in which it was investigated the use of videos in the context of hotels from the managers 'point of view, and proposes a new approach from the consumers' perception.

Main results: Informativity and Entertainment were the variables that most positively related. On the other hand, Irritation was negatively correlated with all dimensions. In addition, the study confirms that the ability of the viewer to enter the Stream during the display of a video, contributes to both the intention and the purchase behavior.

Theoretical / Methodological Contributions: It fills the academic gap regarding research on consumer behavior and the use of digital marketing in the hotel sector through online videos, and suggests that hotel managers increasingly invest in these mechanisms to improve their internet marketing.

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Author Biographies

Marcela Martins Silva, Universidade Federal do Rio Grande do Norte

Mestre em Turismo e Doutoranda em Turismo pela Universidade Federal do Rio Grande do Norte. Link do currículo Lattes: http://lattes.cnpq.br/6689772467490870

Jéssyca Rodrigues Henrique da Silva, Universidade Federal do Rio Grande do Norte

Bacharel e Mestre em Turismo pela Universidade Federal do Rio Grande do Norte. Link do currículo Lattes: http://lattes.cnpq.br/0830454940231346

Sérgio Marques Junior, Universidade Federal do Rio Grande do Norte

Doutor em Agronomia e Professor Titular do Programa de Pós-Graduação em Turismo da Universidade Federal do Rio Grande do Norte. http://lattes.cnpq.br/3095760811566254

Luiz Mendes Filho, Universidade Federal do Rio Grande do Norte

Doutor em Administração e Professor Adjunto do Programa de Pós-Graduação em Turismo da Universidade Federal do Rio Grande do Norte. http://lattes.cnpq.br/7785924812425468.

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