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