A influência da internet e do boca a boca eletrônico no turismo de bem-estar

uma análise na perspectiva dos consumidores em SPAs

Abstract

With increased access to digital information there is a greater search for reviews on the internet before making a purchase, whether of a product or service. The research aims to analyze the main considerations about the evaluations of consumers in the segment of wellness tourism in spas in Rio Grande do Norte (RN). For methodological purposes the research is classified as qualitative, exploratory descriptive, intentional, non-probabilistic, making use of the software Iramuteq version 0.7 Alpha 2 and the content analysis technique, according to Bardin (1977). The platform used for User Generated Content (UGC) analysis was TripAdvisor. A sample of 13 establishments from different destinations in RN was obtained, such as: Natal, Tibau do Sul (Pipa), Nísia Floresta (Tabatinga), São Miguel do Gostoso and Monte das Gameleiras. A total of 24,225 comments were counted, until the end of November 2022, in the selected establishments on the TripAdvisor platform since the creation of the accounts. As results it was possible to verify that the largest amounts of comments are in the establishments called Spa resorts, in view of the fact that they have a higher demand of customers and Habitational Units (HU's). The main characteristics evaluated by tourists who used the services of spas in RN were: service, quality, infrastructure (related to the existing activities at the hotel/resort) and massage. It can be concluded that Electronic Word of Mouth marketing linked to tourist destinations and/or establishments has significant relevance. Considering that the person interested in buying a product or service will read the first comments that were made by other consumers, it is important to highlight the importance of feedback from management in the comments on these evaluation platforms, especially if they are negative.