Thesis (Ph.D.)--Victoria University (Melbourne, Vic.), 2009.

<p>Problem: Online yacht booking market is now very competitive market. There are many</p><p>yacht online companies in the market. Therefore, it is critical for yacht online</p><p>companies to understand customers’ needs and to know what the selection</p><p>criteria are that customers use to book yacht online. As rental yacht sales agents</p><p>are mostly virtual companies, which mainly use Internet to reach target</p><p>customers and conduct most of the purchase process. Therefore, one question</p><p>that need to be researched is how important is the website for the rental yacht</p><p>sales agent when it comes to getting new customers and keeping the old ones?</p><p>Purpose:  The purpose of the study is to find out what the selection criteria which</p><p>customers use to evaluate when booking yacht online are.</p><p>Method: This study is primarily based on qualitative research by using in-depth interview</p><p>method. Customer decision making process is applied in order to suit with the</p><p>topic. The data collection came from two sources, primary and secondary data.</p><p>Conclusion: The important selection criteria for new customers are websites containing</p><p>necessary information which mentioned by the interviewees during the</p><p>interview, word of mouth of the company and services from the company and its</p><p>sale staff. These three selection criteria have huge effect on new customers in</p><p>order to book yacht online. For the experienced customers, there are two selection</p><p>criteria which are considered as the most important criteria which are services</p><p>from the company and its sale staff and website containing necessary information.</p>

Problem: Online yacht booking market is now very competitive market. There are many yacht online companies in the market. Therefore, it is critical for yacht online companies to understand customers’ needs and to know what the selection criteria are that customers use to book yacht online. As rental yacht sales agents are mostly virtual companies, which mainly use Internet to reach target customers and conduct most of the purchase process. Therefore, one question that need to be researched is how important is the website for the rental yacht sales agent when it comes to getting new customers and keeping the old ones? Purpose:  The purpose of the study is to find out what the selection criteria which customers use to evaluate when booking yacht online are. Method: This study is primarily based on qualitative research by using in-depth interview method. Customer decision making process is applied in order to suit with the topic. The data collection came from two sources, primary and secondary data. Conclusion: The important selection criteria for new customers are websites containing necessary information which mentioned by the interviewees during the interview, word of mouth of the company and services from the company and its sale staff. These three selection criteria have huge effect on new customers in order to book yacht online. For the experienced customers, there are two selection criteria which are considered as the most important criteria which are services from the company and its sale staff and website containing necessary information.

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No. of bitstreams: 1 TESE BERNARDO CHEIBUB CPDOC FINAL IMPRESSÃO PDF.pdf: 27850743 bytes, checksum: 299b10c77aabf7f73dee167f540f9a18 (MD5) Previous issue date: 2014-07-25 / Este trabalho é fruto de uma investigação realizada no doutorado em História, Política e Bens Culturais do Centro de Pesquisa e Documentação de História Contemporânea do Brasil da Fundação Getulio Vargas - orientada pela profa. Dra. Bianca Freire-Medeiros - acerca da constituição e implementação do turismo social no Serviço Social do Comércio do estado de São Paulo (Sesc-SP), examinando as circunstâncias em que o lazer e as experiências turísticas tornam-se relevantes nas políticas e ações da entidade. Procurou-se entender as transformações e readequações que nortearam as iniciativas da instituição e como as modificações no conceito de turismo social no Brasil e no mundo vêm dialogando com suas diretrizes, posturas e intenções. A metodologia privilegiada na pesquisa foi a história oral temática, no intuito de fazer o registro da história do envolvimento de profissionais com o turismo social do Sesc-SP. Foram realizadas vinte e duas entrevistas com (ex)profissionais e feitas algumas visitas à Biblioteca do departamento nacional do Sesc (Sesc-DN) e ao setor de memória e documentação (Sesc-Memórias) do departamento regional paulista do Sesc, lugares que congregam documentos importantes relacionados à história do turismo na instituição. Espacialmente a pesquisa situa-se no Sesc-SP, repartição atuante e 'atenta' às ideias e mudanças envolvendo o turismo social, e representativa na história do fenômeno, no Brasil e no mundo. A circunscrição temporal da pesquisa abarca desde 1979 - ano em que o Sesc de São Paulo passa a desenvolver excursões, passeios e viagens com maior frequência e tenta se aprofundar conceitualmente do turismo social ao se aproximar de órgãos internacionais de relevância política e científica na área - até as ações realizadas em 2013, ano no qual termino a pesquisa de campo e as entrevistas. Durante a trajetória da pesquisa, dialoguei com o período que antecede este recorte, acerca dos empreendimentos do Sesc relacionados as práticas de lazer e turismo, gerando o capítulo 2. Antes, no capítulo 1, tentei reconhecer o lugar do turismo social na história das atividades turísticas no mundo, entendendo-o enquanto oportunidade de efetivação do direito ao lazer. Para alcance dos intentos da tese, como fontes foram utilizados documentos produzidos em âmbito institucional, articulados com a fala dos indivíduos entrevistados, trabalho conjugado especialmente no capítulo 3, em que trago reflexões a respeito do turismo social desenvolvido pelo Sesc-SP. Dentre as análises alvitradas, descrevo a dificuldade encontrada pela entidade ao expandir suas atividades turísticas, vindo a sofrer represálias do setor privado. Deve-se destacar que foi possível perceber a metamorfose conceitual/prática por qual passara o turismo social no Sesc-SP, agregando diferentes conteúdos ao fenômeno e modificando seus processos de trabalho e práticas profissionais. Ressalto ainda o papel ideológico da administração regional do Sesc-SP dentro do Serviço Social do Comércio no Brasil, notadamente na área do turismo. Por fim, envolvo no debate da tese as políticas sociais de turismo, compreendido enquanto possibilidade de lazer. / This work is the result of a research conducted during a PhD program in History, Politics and Cultural Goods from the Center of Research and Documentation of Contemporary Brazilian History (Centro de Pesquisa e Documentação de História Contemporânea do Brasil) from the Getulio Vargas Foundation (Fundação Getulio Vargas) - supervised by the professor Dr. Bianca Freire-Medeiros. The work is about the creation and implementation of social tourism at the Serviço Social do Comércio do Estado de São Paulo (Sesc-SP), and it examines the circumstances in which leisure and tourism experiences became relevant policies and actions at Sesc-SP. It sought to understand the transformations and readjustments that guided the institution’s initiatives and also how the changes in the concept of social tourism in Brazil and around the world dialogue with its guidelines, attitudes and intentions. The methodology chosen for this research was the themed oral history, which intended to register the history of the professional’s involvement with social tourism at Sesc-SP. Twenty-two interviews with former and current professionals were held. Besides this, a few visits were made to Sesc’s National Department Library (Sesc-DN) and to the memory and documentation sector (Sesc-Memórias) from São Paulo’s Sesc regional department, which are places that gather important documents related to the history of tourism in the institution. The research took place at Sesc-SP, an active department, alert to the ideas and changes involving social tourism and it also represents the history of such phenomenon in Brazil and worldwide. The research involves the years since 1979 - time in which Sesc São Paulo started developing excursions, tours and travels more frequently and tried to deepen into the concept of social tourism by approaching international organizations of political and scientific relevance in the area – until the actions held in 2013, when I ended the field research and the interviews. During the research, I also verified the period before this time frame related to Sesc’s developments, which involved leisure and tourism practices, which generated Chapter 2. Earlier, in Chapter 1, I attempted to identify the role of social tourism in the history of touristic activities in the world, perceiving it as an opportunity of fulfilling the right to leisure. To reach this thesis’s goals, we used as a resource documents produced at an institutional level, linked to the speech of the individuals interviewed. This was made especially in chapter 3, in which I bring reflections about the social tourism developed by Sesc-SP. Among the suggested analyses, I describe the difficulty found by the organization to expand its touristic activities, facing retaliation from the private sector. Furthermore, it should be duly noted that it was possible to notice the conceptual and practical metamorphosis by which social tourism at Sesc-SP went through, adding different content to the phenomenon and modifying their work processes and professional practices. I also emphasize the ideological role of Sesc-SP’s regional administration within the Serviço Social do Comércio in Brazil, especially in tourism. Finally, in the discussion of the thesis, I involve social policies of tourism, understood as a leisure possibility.