A importância do marketing digital hoteleiro como componente da oferta turística - estudo de caso em Gramado – RS

Abstract

This article discusses the hotel digital marketing as an important part of touristic offer at Gramado-RS and addresses tourism, touristic offer and hotel digital marketing concepts. The objective of this research was analysis hotel’s websites, evaluate tourist’s satisfaction and propose hotel digital marketing as the main tool of modern touristic offer. Results analysis was made from data collected by qualitative questioner applied through hotels websites and qualitative and quantitative through citizen tourist’s interview. Many items related to hotels websites were evaluated to classify them in a four level scale between optimum and poor, and through a survey the tourist satisfaction related to hotels, leisure, gastronomy, nature and tourist product were evaluated. Could be seen that digital marketing is present in hotels, however it is lagged and incomplete, although tourists are satisfied with touristic offer components in Gramado. It was concluded that, to follow the growth of tourism in the city, the hotel industry must renew their concepts of digital marketing, reconstructing and completing sites that already exist. It is necessary to be for the part of hotels and guesthouses increased investment in digital marketing intake, using applications for smartphones and tablets and including herself in social media, how the major social networks more and more widespread nowadays.