Publicação
Consumer reaction on pet friendly hospitality marketing strategies - Findings from an exploratory study in Portugal
| Resumo: | The present thesis analyzes the consumer reaction on pet friendly hospitality marketing strategies In Portugal, such as: consumer emotions, brand awareness, consumer brand identification, word of mouth and brand loyalty. The main objective of this study is to understand how these marketing constructs are influencing consumers behaviors and decisions when considering pet friendly accommodations. Tourism has been growing and it is important to be aware of new business opportunities, such as the pet friendly hospitality, for which demand has been growing. The research was done by using a quantitative approach, that revealed that the marketing strategies positively influence the customer’s willingness to stay in pet-friendly hotels, which provides important insights to the existing literature. |
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| Autores principais: | Pereira, Catarina Teixeira Jardim Bernardes |
| Assunto: | Pet friendly hospitality Consumer behavior Consumer emotions Brand awareness Consumer brand identification Word of mouth Brand loyalty SDG 3 - Good health and well-being SDG 9 - Industry, innovation and infrastructure |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The present thesis analyzes the consumer reaction on pet friendly hospitality marketing strategies In Portugal, such as: consumer emotions, brand awareness, consumer brand identification, word of mouth and brand loyalty. The main objective of this study is to understand how these marketing constructs are influencing consumers behaviors and decisions when considering pet friendly accommodations. Tourism has been growing and it is important to be aware of new business opportunities, such as the pet friendly hospitality, for which demand has been growing. The research was done by using a quantitative approach, that revealed that the marketing strategies positively influence the customer’s willingness to stay in pet-friendly hotels, which provides important insights to the existing literature. |
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