SUMMARY
RESUMOAs avaliações on-line em sites de reservas de hotéis se tornaram uma importante ferramenta de informação e influência para a escolha do meio de hospedagem, além de uma excelente ferramenta para os gestores. O objetivo geral deste estudo é analisar as avaliações negativas de hospedagens no Booking das duas principais cidades turísticas de lazer no Brasil, Rio de Janeiro (RJ) e Florianópolis (SC) e desta forma compreender critérios importantes para o hóspede na escolha de uma hospedagem de lazer. Fez-se uma análise de conteúdo de 918 avaliações, classificando os comentários “muito ruins” conforme as variáveis: quarto de hóspedes, localização, atendimento, preço, segurança, serviço de alimentação, programa de fidelidade de hóspedes e outros. Resultaram 2.537 unidades de texto, cujo o principal resultado mostra os hóspedes preocupados com o atendimento e com questões que envolvem o apartamento do hotel. Atualmente, as mídias sociais estão se transformando em uma ferramenta importante para o turismo, tanto para a decisão do cliente quanto para as redes hoteleiras explorarem estratégias que potencializam a satisfação de seus clientes.PALAVRAS-CHAVEHotelaria. Qualidade Percebida. Avaliações On-line. Florianópolis-SC, Rio de Janeiro-RJ. Brasil ABSTRACTOn-line evaluations of hotel reservation sites have become an important information and influence tool for the choice of hosting environment, as well as an excellent tool for managers. The overall objective of this study is to analyze the negative accommodation ratings on the Booking of the two main tourist leisure cities in Brazil, Rio de Janeiro (RJ) and Florianópolis (SC) and thus understand important criteria for the guest when choosing a leisure accommodation. There was a content analysis of 918 ratings, rating the comments "very poor" depending on the variables: guest room, location, service, price, security, food service, guest loyalty program and others. The result was 2,537 units of text, the main result of which were guests concerned about the service and issues surrounding the hotel apartment. Today, social media is becoming an important tool for tourism, both for customer decision and hotel chains to explore strategies that enhance customer satisfaction.KEYWORDSHospitality. Perceived Quality. Online Reviews. Florianópolis-SC, Rio de Janeiro-RJ. Brazil AUTORIASamara Jane Effting Vieira – Bacharel. Mestranda, Programa de Pós-Graduação em Turismo e Hotelaria, Universidade do Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brasil. Bolsista CAPES. Currículo: http://lattes.cnpq.br/0627505776662533 E-mail: samyeffting@gmail.com A presente pesquisa teve apoio da Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - Brasil [CAPES], Código de Financiamento 001.Jaqueline de Souza Brogni – Bacharel. Mestranda, Programa de Pós-Graduação em Turismo e Hotelaria, Universidade do Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brasil. . Bolsista CAPES. Currículo: http://lattes.cnpq.br/6269098460800301 E-mail: jaque-souza@hotmail.com.brSara Gadotti dos Anjos – Doutora. Professora no Programa de Pós-Graduação em Turismo e Hotelaria, Universidade do Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brasil. Currículo: http://lattes.cnpq.br/6577619488007785 E-mail: sara@univali.brPablo Flôres Limberger – Doutor. Professor na Universidade do Vale do Itajaí, Balneário Camboriú, Santa Catarina, Brasil. Currículo: http://lattes.cnpq.br/3893934127523780 E-mail: pablofl@univlai.br REFERÊNCIASBan, O. I., & Mester, I. T. (2014). 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