O processo decisório do turista em ambiente virtual: fatores que influenciam as etapas de compra

• Ano de defesa: 2017
• Autor(a) principal: Silva, Paulo Gustavo da
• Orientador(a): Serralvo, Francisco Antonio
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: Brasil
• Palavras-chave em Português: Processo decisório; Turismo - Marketing; Ambiente físico; Ambiente virtual
• Palavras-chave em Inglês: Decision-making process; Tourism - Marketing; Physical environment; Virtual environment
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: https://tede2.pucsp.br/handle/handle/20552

Tourism is one of the biggest economic activities in the world and it has undergone changes in its management, especially in the perspective of marketing, a result of globalization and the internet. This dissertation has as its theme: "The Desion-Making Process of the Tourist in the Virtual Environment: Factors that influence the purchase stages", and it aims to analyze how the influencing factors of purchase are manifested in the physical and virtual environment in the decision-making process in the context of the hotel market. In the theoretical framework, this dissertation approaches the perspectives of digital marketing, decision-making process and tourism. This research was conducted with 330 Brazilian and foreign tourists who stayed in the coast of Rio Grande do Norte, through a hotel wherewith they made contact to shopping in a physical and/or virtual environment. Therefore, it is an exploratory descriptive study, in this dissertation the Exploratory Factor Analysis (EFA), ANOVA and Discriminant Analysis (DA) for the treatment and analysis of the data were used it. It is concluded that, in relation to practical contributions to companies, is possible to infer that companies that operate in the hotel market must look for the changes that happen in the decision-making process in the virtual environment, considering variables that are important in the time of purchase by tourist, in which are: Satisfaction, Service, Ease, Credibility, Security, Price, Relationship, Post-sales and Communication. A company that markets hosting should not use the same way the marketing strategy for both environments (physical and virtual) because customers behave and evaluate differently depending on the environment in which they are inserted during the decision-making process