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O turismo de luxo, tradicionalmente associado à exclusividade, elevados padrões de qualidade
e preços premium, está a atravessar uma transformação significativa. Numa sociedade cada vez
mais digitalizada e consciente das questões ambientais e sociais, os consumidores exigem que
as marcas adotem práticas sustentáveis. Esta mudança reflete uma evolução no conceito de luxo
e impõe novos desafios estratégicos, desde o planeamento, investimento e a gestão da reputação
online.
Neste contexto, torna-se crucial explorar como a sustentabilidade e a reputação digital moldam
o comportamento dos consumidores e as estratégias das empresas. "Esta dissertação aborda as
seguintes questões de investigação: Qual a perceção dos hóspedes sobre a relação entre luxo e
sustentabilidade na hotelaria de luxo?" Estarão os clientes dispostos a pagar mais por hotéis
com práticas sustentáveis? De que forma as classificações online influenciam a decisão de
reserva dos hóspedes em hotéis de luxo?”
O estudo visa analisar a gestão estratégica no turismo de luxo face a estas novas exigências,
avaliando a importância que os consumidores atribuem à sustentabilidade e o impacto da
reputação digital nas suas escolhas. A redefinição do luxo, aliada à crescente procura por
experiências autênticas e responsáveis, representa um desafio, mas também uma oportunidade
para inovação, diferenciação e vantagem competitiva a longo prazo.
A investigação conclui que, embora a sustentabilidade esteja a ganhar relevância, nem sempre
se traduz em comportamentos consistentes por parte dos consumidores. Por outro lado, as
classificações online revelam-se cruciais, reforçando a confiança dos clientes e permitindo às
marcas justificar tarifas mais elevadas com base na sua reputação digital.
Luxury tourism, traditionally associated with exclusivity, high standards of quality, and premium pricing, is undergoing a significant transformation. In an increasingly digitalised and environmentally and socially conscious society, consumers are demanding that brands adopt sustainable practices. This shift reflects an evolution in the concept of luxury and introduces new strategic challenges, ranging from planning and investment to online reputation management. In this context, it becomes crucial to explore how sustainability and digital reputation shape consumer behaviour and business strategies in the luxury hospitality sector. This dissertation addresses the following research questions: What are guests’ perceptions of the relationship between luxury and sustainability in luxury hospitality? Are guests willing to pay more for hotels that implement sustainable practices? How do online ratings influence guests’ booking decisions in luxury hotels? This study aims to analyse strategic management in luxury tourism in response to these emerging demands, assessing the importance consumers attribute to sustainability and the impact of digital reputation on their choices. The redefinition of luxury, combined with the growing demand for authentic and responsible experiences, represents both a challenge and an opportunity for innovation, differentiation, and long-term competitive advantage. The findings indicate that, although sustainability is becoming increasingly important, it does not always translate into consistent consumer behaviour. Conversely, online ratings prove to be crucial, strengthening consumer trust and enabling brands to justify premium prices based on their digital reputation.
Luxury tourism, traditionally associated with exclusivity, high standards of quality, and premium pricing, is undergoing a significant transformation. In an increasingly digitalised and environmentally and socially conscious society, consumers are demanding that brands adopt sustainable practices. This shift reflects an evolution in the concept of luxury and introduces new strategic challenges, ranging from planning and investment to online reputation management. In this context, it becomes crucial to explore how sustainability and digital reputation shape consumer behaviour and business strategies in the luxury hospitality sector. This dissertation addresses the following research questions: What are guests’ perceptions of the relationship between luxury and sustainability in luxury hospitality? Are guests willing to pay more for hotels that implement sustainable practices? How do online ratings influence guests’ booking decisions in luxury hotels? This study aims to analyse strategic management in luxury tourism in response to these emerging demands, assessing the importance consumers attribute to sustainability and the impact of digital reputation on their choices. The redefinition of luxury, combined with the growing demand for authentic and responsible experiences, represents both a challenge and an opportunity for innovation, differentiation, and long-term competitive advantage. The findings indicate that, although sustainability is becoming increasingly important, it does not always translate into consistent consumer behaviour. Conversely, online ratings prove to be crucial, strengthening consumer trust and enabling brands to justify premium prices based on their digital reputation.
Descrição
Palavras-chave
Luxo Gestão estratégica Sustentabilidade Reputação online Hospitalidade Luxury Strategic management Sustainability Online reputation Hospitality Turismo Gestão . Faculdade de Ciências Sociais