Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2016-02-05T23:12:12Z No. of bitstreams: 1 MarcelaMartinsSilva_DISSERT.pdf: 1179102 bytes, checksum: e2a726460771ee639f30a78d953ec53f (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2016-02-16T23:00:53Z (GMT) No. of bitstreams: 1 MarcelaMartinsSilva_DISSERT.pdf: 1179102 bytes, checksum: e2a726460771ee639f30a78d953ec53f (MD5) / Made available in DSpace on 2016-02-16T23:00:53Z (GMT). No. of bitstreams: 1 MarcelaMartinsSilva_DISSERT.pdf: 1179102 bytes, checksum: e2a726460771ee639f30a78d953ec53f (MD5) Previous issue date: 2015-03-18 / A Internet est? presente em todas as fases de um planejamento de viagem. O fato ? que atrav?s dos constantes avan?os tecnol?gicos, a atividade tur?stica tem sofrido grandes mudan?as. Isso ? percept?vel pelo crescente n?mero de pessoas que compartilham suas experi?ncias de viagem na Internet. O presente trabalho teve como objetivo analisar os fatores que influenciam a inten??o de uso dos Coment?rios de Viagens On-line (CVO) na escolha de um meio de hospedagem. Procurou investigar os coment?rios disponibilizados na internet direcionados para informa??es sobre servi?os e produtos tur?sticos, especificamente sobre os meios de hospedagem. A pesquisa objetivou compreender os fatores influenciadores dos CVOs, no contexto brasileiro, atrav?s do Modelo de Aceita??o Tecnol?gica, da Teoria Motivacional, Similaridade e Confiabilidade. A metodologia utilizada foi a de cunho explorat?rio-descritivo, abordagem quantitativa e pesquisa bibliogr?fica. O estudo utilizou a t?cnica de modelagem de equa??es estruturais Partial Least Squares (PLS), para testar e avaliar o modelo de pesquisa proposto. A coleta de dados foi realizada com 308 h?spedes, de cinco hot?is localizados em Ponta Negra (Natal/RN), que j? utilizaram os CVOs na escolha de um meio de hospedagem. Das quinze hip?teses testadas, nove foram confirmadas e seis rejeitadas. Os resultados verificaram que os h?spedes entrevistados t?m atitude e inten??o de utilizar os CVOs na escolha de um estabelecimento hoteleiro. / The Internet is present in each step of a trip planning. The constant technological advances has made major changes in the tourism industry. This is noticeable by the growing number of people who share their travel experiences on the Internet. This study has aimed to analyze the factors that influence the use of the Online Travel Reviews (OTR) in choosing an accommodation. It was done an investigation into the comments available on the internet about information on touristic products and services, specifically about accommodations. The research proposed to understand the influencing factors of OTR, in the Brazilian context, through the Technology Acceptance Model, Motivational Theory, Similarity, and Trustworthiness. The methodology used was a descriptive-exploratory study, with a quantitative approach, and bibliographic research. The study used a Structural Equation Modeling technique called Partial Least Squares (PLS), to test and evaluate the proposed research model. Data collection was performed with 308 guests hosted in five hotels in Ponta Negra (Natal/RN), who have used the OTRs in choosing an accommodation. The research tested fifteen hypotheses, where nine were confirmed, and six were rejected. The results showed that guests have attitude and intention to use the OTRs to choose an accommodation.