{"id":5981,"date":"2020-01-22T11:35:45","date_gmt":"2020-01-22T13:35:45","guid":{"rendered":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=5981"},"modified":"2020-09-10T10:52:38","modified_gmt":"2020-09-10T13:52:38","slug":"estrategias-de-comunicacao-de-marketing-na-hotelaria-o-caso-do-website-corporativo-do-hotel-promenade-champagnat","status":"publish","type":"post","link":"https:\/\/www.observatorioturismo.mg.gov.br\/?p=5981","title":{"rendered":"Estrat\u00e9gias de comunica\u00e7\u00e3o de marketing na hotelaria: o caso do website corporativo do Hotel Promenade Champagnat"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5981\" class=\"elementor elementor-5981\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-720ae5c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"720ae5c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7b9bd5c\" data-id=\"7b9bd5c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-67d9dad elementor-widget elementor-widget-spacer\" data-id=\"67d9dad\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18475c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"18475c0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-19a166c\" data-id=\"19a166c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-29b8585 elementor-widget elementor-widget-image-box\" data-id=\"29b8585\" data-element_type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<div class=\"elementor-image-box-wrapper\"><div class=\"elementor-image-box-content\"><h3 class=\"elementor-image-box-title\">Estrat\u00e9gias de comunica\u00e7\u00e3o de marketing na hotelaria: o caso do website corporativo do Hotel Promenade Champagnat<\/h3><p class=\"elementor-image-box-description\">Marcelle Rodrigues Silva, Fl\u00e1vio Roberto dos Santos Coutinho, Ana Paula Guimar\u00e3es Santos de Oliveira. XII Semana do Turismo. UFMG: Belo Horizonte, 2015.<\/p><\/div><\/div>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-476182c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"476182c\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9079a8a\" data-id=\"9079a8a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4485072 elementor-widget elementor-widget-text-editor\" data-id=\"4485072\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span>No setor hoteleiro, o uso de recursos da Internet permite aos clientes o acesso a informa\u00e7\u00f5es\u00a0relevantes sobre empreendimento, servi\u00e7os e acomoda\u00e7\u00f5es, provendo a hotelaria com uma\u00a0habilidade \u00fanica de comunica\u00e7\u00e3o direta com clientes. Entre os canais de comunica\u00e7\u00e3o mais\u00a0usados para a promo\u00e7\u00e3o de servi\u00e7os hoteleiros encontra-se o website corporativo, uma\u00a0ferramenta que auxilia empreendimentos tur\u00edsticos a se promoverem na web permitindo ao\u00a0cliente fazer suas consultas de forma \u00e1gil. Este trabalho se prop\u00f4s a verificar a exist\u00eancia de\u00a0estrat\u00e9gias de comunica\u00e7\u00e3o do website do Promenade Champagnat, avaliando sua efic\u00e1cia em\u00a0cumprir os objetivos de comunica\u00e7\u00e3o do Mix de Marketing pr\u00e9-estabelecidos pela empresa e\u00a0oferecendo solu\u00e7\u00f5es cab\u00edveis para suas rupturas.\u00a0O M\u00e9todo empregado \u00e9 o de Inspe\u00e7\u00e3o\u00a0Semi\u00f3tica (MIS) que contribuiu para a an\u00e1lise do sistema e identifica\u00e7\u00e3o da metamensagem,\u00a0proporcionando a identifica\u00e7\u00e3o das estrat\u00e9gias e posterior argumenta\u00e7\u00e3o dos resultados.\u00a0Foram identificadas nove classes de signos, divididas em quatro estrat\u00e9gias, que\u00a0representavam as informa\u00e7\u00f5es sobre o Mix de Marketing, transmitidas pelos signos ao\u00a0usu\u00e1rio. Identificaram-se onze rupturas relativas \u00e0 comunica\u00e7\u00e3o e constru\u00e7\u00e3o do website,\u00a0informa\u00e7\u00e3o e servi\u00e7os. Com base nestas informa\u00e7\u00f5es, foram propostas solu\u00e7\u00f5es que\u00a0permitiriam a melhoria na comunicabilidade do website. Ao final, concluiu-se que o website\u00a0apresenta estrat\u00e9gias para a comunica\u00e7\u00e3o com o cliente, transmitindo, por meio de seus\u00a0signos, informa\u00e7\u00f5es sobre os Quatro P\u2019s de Marketing, por\u00e9m estas estrat\u00e9gias apresentam\u00a0rupturas importantes, que precisam ser corrigidas para se conseguir uma comunica\u00e7\u00e3o eficaz.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-ac91d2f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"ac91d2f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-178df7f\" data-id=\"178df7f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8853666 elementor-widget elementor-widget-image\" data-id=\"8853666\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t<figure class=\"wp-caption\">\n\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/www.dropbox.com\/s\/occwtspol7cd4mi\/2%20-%2002%20Estrategias%20de%20Comunicacao.pdf?dl=0\" target=\"_blank\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.observatorioturismo.mg.gov.br\/wp-content\/uploads\/elementor\/thumbs\/leia-mais-pvs5nhaxhsgrem4uwa9rsf0cpp3s2xli00l6zri5bo.png\" title=\"leia mais\" alt=\"leia mais\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t<figcaption class=\"widget-image-caption wp-caption-text\">Artigo para Download<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Estrat\u00e9gias de comunica\u00e7\u00e3o de marketing na hotelaria: o caso do website corporativo do Hotel Promenade Champagnat Marcelle Rodrigues Silva, Fl\u00e1vio [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":6758,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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