Marketing de relacionamento em hotéis fazenda: um Framework a partir da experiência

Abstract

Based on the relevance of tourism activities, mainly in the lodging activity, this study aimed to analyze the experience of tourism in rural hotels from the perspective of the relationship between the guests and the management. Six focal mini-groups were conducted with university students from a teaching institution in Belo Horizonte / MG. The data were analyzed through the content analysis technique in light of four categories: quality, perceived value, satisfaction and co-creation. The results culminated in a theoretical framework of experience in rural hotels. In quality, the physical aspects were considered prime for a good experience and revisit or interest in visiting. The perceived value portrayed the perception of a connection with nature, with the families and groups in the farm hotels and the specific activities offered by the establishments. The satisfaction was speculated by the expectation, while the perception of cocreation was limited to feedbacks and suggestions generated by the users. For future studies, a quantitative test of the model presented for the validation initiative is proposed.