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Comunicação turística em Portugal durante a Pandemia: Um estudo exploratório
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Em 2020, com o início da pandemia, o setor do Turismo foi um dos mais
impactados pelas restrições aplicadas a escala mundial: o fecho de fronteiras e de
aeroportos, a utilização de máscaras e o distanciamento social obrigaram a que o setor
tivesse de se adaptar a várias mudanças e reinventar-se aos olhos dos seus clientes.
No caso da hotelaria, impossibilidade de uma comunicação presencial fez com que o
setor tivesse de apostar em alternativas digitais que lhes permitissem manter um contacto
direto com os seus hóspedes e que conseguisse, simultaneamente, captar novos hóspedes
durante uma altura em que viajar não é considerado seguro.
Após dois anos de pandemia, o mundo começou lentamente a regressar “ao normal”,
com grande parte das restrições e medidas aplicadas a serem levantadas, facilitando
novamente as viagens dentro e para fora do nosso país. Contudo, ao fim de dois anos, as
mudanças trazidas pela pandemia alteraram fortemente a maneira como as empresas
turísticas interagem com os seus hóspedes.
Com este estudo, pretende-se então perceber qual o impacto das alterações e
mudanças aplicadas durante a pandemia e como a mudança do paradigma para uma
comunicação mais digital afetou a maneira como os hotéis em Portugal comunicam
atualmente com os seus hóspedes reais e potenciais.
In 2020, with the onset of the pandemic, the Tourism sector was one of the most affected by the restrictions applied worldwide: the closing of borders and airports, the use of masks and social distancing forced the sector to adapt to various changes and reinvent itself in the eyes of its customers. In the case of the hotel industry, the impossibility of face-to-face communication led the sector to invest in digital alternatives that would allow them to maintain direct contact with their guests and simultaneously attract new guests during a time when traveling was not considered safe. After two years of the pandemic, the world slowly began to return to “normal”, with many of the restrictions and measures being lifted, making travel within and outside of our country easier once again. However, after two years, the changes brought about by the pandemic have strongly altered the way tourism companies interact with their guests. The main purpose behind this study is to understand the impact of the changes and adjustments made during the pandemic and how the shift towards more digital communication has affected the way hotels in Portugal currently communicate with their real and potential guests.
In 2020, with the onset of the pandemic, the Tourism sector was one of the most affected by the restrictions applied worldwide: the closing of borders and airports, the use of masks and social distancing forced the sector to adapt to various changes and reinvent itself in the eyes of its customers. In the case of the hotel industry, the impossibility of face-to-face communication led the sector to invest in digital alternatives that would allow them to maintain direct contact with their guests and simultaneously attract new guests during a time when traveling was not considered safe. After two years of the pandemic, the world slowly began to return to “normal”, with many of the restrictions and measures being lifted, making travel within and outside of our country easier once again. However, after two years, the changes brought about by the pandemic have strongly altered the way tourism companies interact with their guests. The main purpose behind this study is to understand the impact of the changes and adjustments made during the pandemic and how the shift towards more digital communication has affected the way hotels in Portugal currently communicate with their real and potential guests.
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Turismo Tourism Comunicação Communication Comunicação turística Tourism communication Pandemia Pandemic COVID19 Portugal