Virtual hospitality and its indicators: a study of the websites and instagram social network of hotels in the city of Rio de Janeiro

  • Mariana Pires Vidal López Universidade Federal Rural do Rio de Janeiro
  • Marina Hastenreiter Silva Fundação de Apoio à Escola Técnica - FAETEC https://orcid.org/
  • Beatriz Almeida Rodrigues Universidade Federal Rural do Rio de Janeiro - UFRRJ
DOI: https://doi.org/10.55028/at.v8i1.19811
Keywords: Hospitality, Hospitality Industry, Digital Marketing

Abstract

Hospitality is based on the act of hosting and receiving visitors (Camargo, 2005). With the virtual expansion, due to technological advances and the demands that have arisen during the Covid-19 pandemic, hospitality has become part of this environment. However, the adoption of requirements and tools to transmit hospitality virtually raises questions about the essentiality of the human factor in guest-employee interaction. Even in the digital sphere, human presence stands out as crucial, as social relationships play an essential role in e-commerce (Lu et al., 2016). The aim was to find out how hotels in Rio de Janeiro convey hospitality in virtual environments by examining 70 establishments, divided into star categories. The bibliographic survey used the "Scopus" and "Web of Science" platforms. A checklist was developed, validated through a test, with hospitality indicators for analysing websites and Instagram, and it was found that most of the websites met the indicators, with the exception of accessibility. On Instagram, hotels performed better in terms of digital marketing. The results show the growing commitment of hotel chains to insert themselves into the technological environment, maintaining interactions and using digital platforms to attract potential guests. And yet it is clear that

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Author Biographies

Mariana Pires Vidal López, Universidade Federal Rural do Rio de Janeiro

Doctor in Administration and Tourism from the University of Vale do Itajaí (UNIVALI). Professor of the Bachelor's Degree in Hospitality at the Federal Rural University of Rio de Janeiro (UFRRJ). Email: marividal@gmail.com

Marina Hastenreiter Silva, Fundação de Apoio à Escola Técnica - FAETEC

Master in Tourism from the Fluminense Federal University (UFF). Professor of the Technical Courses in Hospitality and Tourist Guide Integrated with High School at the Technical School Support Foundation of Rio de Janeiro (FAETEC). Email: marina.silva@prof.eteab.faetec.rj.gov.br

Beatriz Almeida Rodrigues, Universidade Federal Rural do Rio de Janeiro - UFRRJ

Undergraduate Student in Hospitality at the Federal Rural University of Rio de Janeiro (UFRRJ). Email: beatriz237aarr@gmail.com

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Published
2024-07-31
How to Cite
López, M. P. V., Silva, M. H., & Rodrigues, B. A. (2024). Virtual hospitality and its indicators: a study of the websites and instagram social network of hotels in the city of Rio de Janeiro. ATELIÊ DO TURISMO, 8(1), 328 - 345. https://doi.org/10.55028/at.v8i1.19811
Issue
Vol 8 No 1 (2024): jan-dez
Section
ARTIGOS

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