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Inovação e experiência do cliente: a importância da tecnologia na hotelaria madeirense
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O turismo desempenha um papel crucial no desenvolvimento de uma localidade, sendo um
fator-chave para o sucesso do mercado turístico. Neste contexto, a inovação e a experiência
do consumidor têm um papel essencial na atualidade, especialmente numa era em que a
tecnologia transforma a experiência dos consumidores em diversos setores, incluindo nas
unidades hoteleiras. Assim, a indústria hoteleira tem sido desafiada a adaptar-se às novas
tendências e às exigências de um mercado em constante evolução. Na Região Autónoma da
Madeira (RAM), destino turístico por excelência, a adoção de tecnologias inovadoras como
implementação de soluções como a Internet das Coisas (IoT), Realidade Virtual (VR) e
Inteligência Artificial (IA) pode melhorar a experiência dos turistas e a eficiência
operacional das unidades hoteleiras. Outro exemplo passa pela introdução de robôs que
auxiliam, automatizando serviços e melhorando o atendimento. Paralelamente, a
sustentabilidade tornou-se central na modernização do setor, com sistemas inteligentes de
gestão de energia e água para reduzir desperdícios de modo a responder às expetativas dos
turistas mais conscientes ambientalmente. Deste modo, este estudo tem como objetivo
analisar a perceção dos turistas face à introdução de tecnologias inovadoras nas unidades
hoteleiras da RAM, avaliando o impacto das principais inovações na satisfação e fidelização
dos turistas. Para tal, foi realizado um estudo quantitativo, utilizando como instrumentos de
recolha de dados dois questionários: um aplicado aos turistas que visitam a RAM e outro
destinado aos gestores hoteleiros. Os resultados mostram que a tecnologia é fundamental
para a melhoria das operações, mas a humanização do atendimento continua a ser necessária.
Os turistas apreciam a comodidade das soluções digitais, mas sem abdicar do contato
humano, enquanto as unidades hoteleiras apostam na automação para eficiência. A adoção
tecnológica deve ser estratégica, garantindo inovação sem comprometer a personalização do
serviço. Além disso, a sustentabilidade ganha destaque, impulsionando investimentos nas
práticas ecológicas. O setor hoteleiro deve continuar a inovar, garantindo que a tecnologia
agregue valor sem substituir a hospitalidade, promovendo um equilíbrio entre a eficiência, a
personalização e a sustentabilidade.
Tourism plays a crucial role in the development of a locality, being a key factor in the success of the tourism market. In this context, innovation and consumer experience are essential today, especially in an era where technology is transforming consumer experiences across various sectors, including hospitality establishments. Thus, the hotel industry has been challenged by adapting to new trends and the demands of an ever-evolving market. In the Autonomous Region of Madeira (RAM), a premier tourist destination, the adoption of innovative technologies such as the Internet of Things (IoT), Virtual Reality (VR), and Artificial Intelligence (AI) can enhance guest experiences and the operational efficiency of hotel units. Another example is the introduction of robots that assist by automating services and improving customer service. At the same time, sustainability has become central to the sector’s modernization, with smart systems for managing energy and water to reduce waste and meet the expectations of increasingly environmentally conscious tourists. Thus, this study aims to analyze tourists’ perceptions of the introduction of innovative technologies in RAM’s hotel units, evaluating the impact of key innovations on guest satisfaction and loyalty. A quantitative study was conducted, using two questionnaires as data collection tools: one administered to tourists visiting RAM and another targeting hotel managers. The results show that technology is crucial for improving operations, but the humanization of service remains necessary. Tourists appreciate the convenience of digital solutions but are unwilling to forgo human interaction, while hotels invest in automation for efficiency. Technological adoption must be strategic, ensuring innovation without compromising service personalization. Additionally, sustainability stands out, driving investments in eco friendly practices. The hospitality sector must continue to innovate, ensuring that technology adds value without replacing hospitality, promoting a balance between efficiency, personalization, and sustainability.
Tourism plays a crucial role in the development of a locality, being a key factor in the success of the tourism market. In this context, innovation and consumer experience are essential today, especially in an era where technology is transforming consumer experiences across various sectors, including hospitality establishments. Thus, the hotel industry has been challenged by adapting to new trends and the demands of an ever-evolving market. In the Autonomous Region of Madeira (RAM), a premier tourist destination, the adoption of innovative technologies such as the Internet of Things (IoT), Virtual Reality (VR), and Artificial Intelligence (AI) can enhance guest experiences and the operational efficiency of hotel units. Another example is the introduction of robots that assist by automating services and improving customer service. At the same time, sustainability has become central to the sector’s modernization, with smart systems for managing energy and water to reduce waste and meet the expectations of increasingly environmentally conscious tourists. Thus, this study aims to analyze tourists’ perceptions of the introduction of innovative technologies in RAM’s hotel units, evaluating the impact of key innovations on guest satisfaction and loyalty. A quantitative study was conducted, using two questionnaires as data collection tools: one administered to tourists visiting RAM and another targeting hotel managers. The results show that technology is crucial for improving operations, but the humanization of service remains necessary. Tourists appreciate the convenience of digital solutions but are unwilling to forgo human interaction, while hotels invest in automation for efficiency. Technological adoption must be strategic, ensuring innovation without compromising service personalization. Additionally, sustainability stands out, driving investments in eco friendly practices. The hospitality sector must continue to innovate, ensuring that technology adds value without replacing hospitality, promoting a balance between efficiency, personalization, and sustainability.
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Consumidores Experiência Inovação Tecnologia Unidades hoteleiras Madeira (Portugal) Hotel units Consumers Experience Innovation Technology Gestão Hoteleira . Escola Superior de Tecnologias e Gestão