• Resumo

    Impacto da Valência, Apelo e Clareza de Avaliações Online no Desempenho Hoteleiro: Estudo de Caso do Brasil

    DOI 10.14210/tva.v26.20244
    Data de publicação: 14/11/2024

    Este estudo teve como objetivo analisar os efeitos da valência, apelo e clareza das avaliações online no desempenho (não financeiro e financeiro) de hotéis. Os dados foram coletados de fontes primárias, através de um questionário em hotéis brasileiros, e de fontes secundárias, por meio de web scraping na plataforma digital TripAdvisor. Foram utilizadas redes neurais transformers para análise textual multidimensional de 89.290 avaliações online e, posteriormente, empregou-se a modelagem de equações estruturais (PLS-SEM) para investigar as relações do modelo empírico. Os resultados mostram que a valência (sentimento e rating reputacional) e a clareza (detalhamento e compreensibilidade) das avaliações online estão positivamente associadas ao desempenho não financeiro e que as avaliações online com apelo emocional estão negativamente associadas ao desempenho não financeiro. Verificou-se, ainda, que o desempenho não financeiro afeta positiva e significativamente o desempenho financeiro dos hotéis

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