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Marketing research - understanding consumer´s behavior regarding travel accommodation in Portugal
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 4.93 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
Airbnb has seen a tremendous growth in the Portuguese competitive market over the years,
however it was met recently with legal hardships, prompting an analysis to bolster its market
stance. This study focuses on consumer preferences that influence accommodation choices,
pinpointing elements like pricing, location, cleaning services, breakfast, and trustworthiness. It
employs a literature review, interviews with regular consumers and industry experts, a perceptual
map, and a conjoint analysis to craft recommendations that resonate with consumer demand for
value, affordability, and reliability. The research culminates with a proposal for Airbnb, including
price optimization, customizable cleaning services, and virtual property tours.
Descrição
Palavras-chave
Consumer behavior Portugal Airbnb Hotels Marketing research Travel accommodation Conjoint analysis Perceptual map