Banca de DEFESA: JOSE ENEAS MONTENEGRO DUTRA

Uma banca de DEFESA de DOUTORADO foi cadastrada pelo programa.
STUDENT : JOSE ENEAS MONTENEGRO DUTRA
DATE: 29/09/2023
TIME: 14:00
LOCAL: NEPSA II
TITLE:

PROPOSAL FOR A THEORETICAL-CONCEPTUAL FRAMEWORK OF RECOMMENDATIONS FOR IMPLEMENTING THE DIGITAL EXPERIENCE FOR CUSTOMERS IN BRAZILIAN HOTELS

KEY WORDS:

ICTs. Digital experience. Hotels. Framework.

PAGES: 339
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

Information and Communication Technology (ICT) plays a key role in how companies interact with their customers, especially in the hospitality industry. With increasing digitization and the widespread adoption of mobile devices and social media, the Digital Customer Experience (EDC) has evolved beyond face-to-face interactions to encompass virtual and digital interactions as well. EDC in the hostel industry ranges from searching and booking rooms online to interacting during the stay, including accessing personalized services, information about hotel amenities, real-time customer service and loyalty programs. In this sense, the general objective of this thesis was to propose a theoretical-conceptual framework of recommendations for the implementation of the digital experience for customers in Brazilian hotels. For this, it was necessary to follow a methodological path of development that permeated the following aspects on the subject: a) Compile the literature on the main ICTs that address the digital experience of the customer in the hotel industry; b) Describe the ICTs that address the digital customer experience in hospitality; c) Structuring flowcharts of ICT recommendations for implementing the digital experience for customers in hotels. For this, the following methodological procedures were carried out in four phases for the selection of studies for the construction and theoretical foundation of the thesis and elaboration of the theoretical-conceptual framework: 1) Integrative Literature Review; 2) Systematic Literature Review; 3) Snowballing; and, 4) Analysis of ENTER Conferences. As a result, this thesis presents fourteen frameworks on digital technologies in hospitality addressed in RSL. The construction of each framework included text and flowcharts for each technology. Among the various research results described below, we can highlight that in digital technology, eWom is relevant for obtaining customer satisfaction and identifying areas for improvement in hotels. Big data can anticipate future demands and identify emerging trends. Business intelligence allows you to identify hidden patterns, trends and correlations in data. Data mining reveals individual customer preferences and behaviors and allows the hotel to tailor to customer needs. Machine learning offers personalized suggestions for services, activities and special offers. The use of chatbots allows guests to obtain ongoing support and assistance. Self-service technologies (SSTs) allow users to directly create or receive services without human intervention. Mobile technologies allow customers to make reservations, mobile payments (PM) and gamification activities. Biometric technology offers solutions to security issues. Robotics has demonstrated that it can optimize resources, streamline processes and provide enriching EDCs. Smart hotels have demonstrated that EDC can be improved due to providing personalized services tailored to customer preferences. The use of ERP management systems has been shown to increase internal efficiency and the use of the ERP sales and marketing module allows for better management of campaigns and promotions. Digital well-being suggests that technology should be used in a balanced and responsible way, promoting the physical and mental well-being of customers. This research offers theoretical and practical contributions to researchers in tourism and the hotel industry, as well as to managers of accommodation companies, based on the analysis of the results and the proposed frameworks for implementing the digital experience for customers in Brazilian hotels.

COMMITTEE MEMBERS:
Externa à Instituição - GISLAINY LAÍSE DA SILVA
Presidente - 2001718 - LUIZ AUGUSTO MACHADO MENDES FILHO
Externo à Instituição - MARCIO MARREIRO DAS CHAGAS
Interno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE
Interno - 1160199 - SERGIO MARQUES JUNIOR