期刊论文详细信息
Revista Brasileira de Pesquisa em Turismo 卷:7
Decoding websites: How to create a distinctive mental image for hotel services?
Anderson Souza1  Michelle Kovacs1  Maria de Lourdes Barbosa1  Salomão Farias1 
[1] Universidade Federal de Pernambuco;
关键词: Gerenciamento de imagem;    Intangibilidade dos serviços de hospitalidade;    Identidade de marca;    Websites.;   
DOI  :  10.7784/rbtur.v7i1.569
来源: DOAJ
【 摘 要 】

Information available in websites encompasses symbols and hints that help consumers to construct images of the enterprises by interpreting the attributes and benefits of the services and products being offered. A direct communication between company and consumer is thus established. To understand how this communication system works, this article makes use of semiotics as an approach to dealing with the data, and to make hypotheses on how effective the messages are. The propositions made relate to the strategies the enterprises may follow to overcome the intangibility problem – a common feature of services – and establish a brand identity for them. The qualitative research that supports this article focused on the website of the Accord Hotels Network in Brazil, an organization that works with several types of hotels. It was found that the problem of how to create in the consumer a mental image distinctive of a service with so many tangible and intangible features is a complex one which can only be solved with the recourse to diversified and well defined strategies.

【 授权许可】

Unknown   

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