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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/19794 |
| Date | 18 March 2015 |
| Creators | Silva, Marcela Martins |
| Contributors | 50367811472, http://lattes.cnpq.br/7785924812425468, Corr?a, Cynthia Harumy Watanabe, 57481539200, http://lattes.cnpq.br/1346087751399245, Marques J?nior, S?rgio, 12345018801, http://lattes.cnpq.br/3095760811566254, Mendes Filho, Luiz Augusto Machado |
| Publisher | Universidade Federal do Rio Grande do Norte, P?S-GRADUA??O EM TURISMO, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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