| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 2.66 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O setor turístico prevalece como um dos setores mais importantes para a economia
de uma grande parte das regiões mundiais, incluindo a Região Autónoma da Madeira
(RAM). Por sua vez, a atividade turística está a manifestar novos padrões de
comportamento dos seus utilizadores, tais como valorização de experiências
personalizadas, contacto com a natureza e vivência autêntica do destino. Neste contexto,
o Alojamento Local (AL) assume um papel relevante, oferecendo proximidade aos
principais pontos de interesse, flexibilidade e integração na cultura local. Por outro lado,
estes novos padrões originam novas tendências, tal como o uso de ferramentas que
recorrem ao uso de Inteligência Artificial (IA), o que representa, simultaneamente,
oportunidades e desafios para as empresas da indústria hoteleira integrarem algumas
soluções oferecidas pela IA, na expetativa de melhorar a experiência dos turistas.
O presente estudo tem como principal objetivo analisar a utilização de soluções
de IA, nomeadamente Chatbots e assistentes virtuais, por parte de hóspedes de AL na
RAM, no sentido de compreender de que forma eles estão ou não familiarizados com
estas ferramentas, como a sua utilização influencia a experiência turística e quais os
fatores que influenciam a sua adoção.
Através de um estudo descritivo e correlacional com recurso a uma metodologia
quantitativa, concretizada na aplicação de questionários aos hóspedes, perspetiva-se
compreender como os Chatbots e Assistentes virtuais têm ou teriam impacto na
experiência dos turistas da RAM.
Os resultados obtidos indicam que os participantes revelam perceções
moderadamente favoráveis à utilização de Chatbots e Assistentes virtuais, recursos
tecnológicos com elevado potencial para melhorar a experiência turística, sobretudo na
fase de planeamento da viagem, onde se verificou maior predisposição para o seu uso. A
familiaridade com a tecnologia ainda é moderada, o que evidencia a necessidade de
estratégias de literacia digital. Algumas implicações práticas do estudo indicam que a
integração de Chatbots nas unidades de alojamento podem trazer benefícios para a
experiência do hóspede.
The tourism sector remains one of the most important sectors for the economy of a large part of the world's regions, including the Autonomous Region of Madeira (RAM). In turn, tourism is showing new patterns of behaviour among its users, such as a preference for personalized experiences, contact with nature and an authentic experience of the destination. In this context, Local Accommodation (AL) plays an important role, offering proximity to the main points of interest, flexibility and integration into the local culture. On the other hand, these new patterns give rise to new trends, such as the use of tools that rely on Artificial Intelligence (AI), which represents both opportunities and challenges for companies in the hotel industry to integrate some solutions offered by AI, with the expectation of improving the tourist experience. The main objective of this study is to analyze the use of AI solutions, namely Chatbots and virtual assistants, by AL guests in the RAM, to understand how familiar they are with these tools, how their use influences the tourist experience and what factors influence their adoption. Through a descriptive and correlational study using a quantitative methodology, carried out by means of questionnaires administered to guests, we aim to understand how chatbots and virtual assistants have or would have an impact on the experience of tourists in the Autonomous Region of Madeira. The results obtained indicate that participants reveal moderately favourable perceptions of the use of chatbots and virtual assistants, technological resources with high potential to improve the tourist experience, especially in the trip planning phase, where there was a greater predisposition to use them. Familiarity with the technology is still moderate, highlighting the need for digital literacy strategies. Some practical implications of the study suggest that integrating chatbots in accommodation units can enhance the guest experience.
The tourism sector remains one of the most important sectors for the economy of a large part of the world's regions, including the Autonomous Region of Madeira (RAM). In turn, tourism is showing new patterns of behaviour among its users, such as a preference for personalized experiences, contact with nature and an authentic experience of the destination. In this context, Local Accommodation (AL) plays an important role, offering proximity to the main points of interest, flexibility and integration into the local culture. On the other hand, these new patterns give rise to new trends, such as the use of tools that rely on Artificial Intelligence (AI), which represents both opportunities and challenges for companies in the hotel industry to integrate some solutions offered by AI, with the expectation of improving the tourist experience. The main objective of this study is to analyze the use of AI solutions, namely Chatbots and virtual assistants, by AL guests in the RAM, to understand how familiar they are with these tools, how their use influences the tourist experience and what factors influence their adoption. Through a descriptive and correlational study using a quantitative methodology, carried out by means of questionnaires administered to guests, we aim to understand how chatbots and virtual assistants have or would have an impact on the experience of tourists in the Autonomous Region of Madeira. The results obtained indicate that participants reveal moderately favourable perceptions of the use of chatbots and virtual assistants, technological resources with high potential to improve the tourist experience, especially in the trip planning phase, where there was a greater predisposition to use them. Familiarity with the technology is still moderate, highlighting the need for digital literacy strategies. Some practical implications of the study suggest that integrating chatbots in accommodation units can enhance the guest experience.
Descrição
Palavras-chave
Turismo Inteligência artificial Chatbots Assistentes virtuais Alojamento local Região Autónoma da Madeira Madeira (Portugal) Tourism Artificial intelligence Virtual assistants Local accommodation Autonomous Region of Madeira Gestão Hoteleira . Escola Superior de Tecnologias e Gestão