Banca de DEFESA: ALICE EMANUELE ALMEIDA BARROS

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : ALICE EMANUELE ALMEIDA BARROS
DATE: 18/08/2023
TIME: 09:00
LOCAL: https://meet.google.com/kvm-iwey-ycw
TITLE:

“THANK YOU FOR RATING OUR SERVICES”: ANALYSIS OF INCOMING TOURISM AGENCIES’ SERVICE QUALITY THROUGH ONLINE REVIEWS.

KEY WORDS:

Service quality. Satisfaction. Incoming travel agency. Online comments.

PAGES: 78
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

OBJECTIVE: This study aims to analyze how customer satisfaction of incoming travel agencies in Natal/RN is characterized, through online reviews and interviews with managers of companies in the sector. Consumer satisfaction is an essential issue for the success of organizations, especially in the current context of easy access to Information Communication Technologies and dissemination of reviews about consumer experiences. Online reviews are relevant data, which allows us to understand, through spontaneous comments, the perception of consumers about their experiences purchasing products or services. This study demonstrates the issue of consumer satisfaction in the context of incoming travel agencies, a relevant segment of tourism, specializing in receiving travelers to their destinations and offering services such as transfers, city tours, and guided tours. METHODOLOGY: This is a descriptive-exploratory research, mixed qualitative-quantitative approach, carried out through data analysis with a longitudinal time frame. The data were extracted from 843 online reviews from TripAdvisor platform, shared by consumers of incoming travel agencies, and from interviews with the managers of 5 of 6 companies included in this search. The data were analyzed through Content Analysis and the Iramuteq Software (version 0.7 alpha 2). This study is based on Tourqual and Dailyserv models to direct the analysis of online comments, aiming to use the categories and indicators most related to the agencies’ services and the objectives proposed. RESULTS: The study shows that travelers enjoy an experience strongly linked to the categories “Human Element” (with emphasis on the performance of the Tour Guide), “Entertainment” and “Escape” proposed in the Tourqual model and to the categories “Tour guides” and “Stopover facilities”, designated in the Dailyserv model. It is inferred that consumers of incoming agencies located in Natal are satisfied with the quality of service of these companies, with actions and strategies appropriate to their clients (average rating of 4,91 and high frequency of terms referred to satisfaction in the textual corpus analyzed), the online comments are a relevant means for measuring and understanding the phenomenon studied.

COMMITTEE MEMBERS:
Interna - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS
Presidente - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE