Análise da decisão no sector da hotelaria em Malta
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Tendo trabalhado extensivamente nos sectores das viagens e da hotelaria, o autor questionou-se sobre o que levava as pessoas a optarem por um prestador de servi�os em vez de outro. H� sempre uma multiplicidade de raz�es que levam os consumidores a decidir de uma forma ou de outra. Estas m�ltiplas raz�es s�o aquilo a que o autor se refere como crit�rios de decis�o-escolha (CCD). A escolha final � o resultado de uma an�lise de decis�o multicrit�rio (MCDA) efectuada pelo potencial comprador. Inicialmente, a investiga��o procurou analisar os crit�rios que levam um potencial cliente a escolher entre um conjunto de hot�is de 5 estrelas. Foram enquadrados 24 DCC nas quatro perspectivas do Balanced Scorecard. A defini��o de prioridades dos 24 DCC resultou num Balanced Scorecard h�brido ou num Prioritised Scorecard (PSC), na sequ�ncia de dois grandes inqu�ritos quantitativos. O inqu�rito do lado da procura visava os potenciais clientes de hot�is superiores. O exerc�cio do lado da oferta visou os executivos de hot�is superiores em Malta. O m�todo MCDA escolhido para analisar as respostas foi o Analytic Hierarchy Process (AHP). Quando os resultados de ambos os inqu�ritos foram comparados, foi evidente uma forte correla��o. Por outras palavras, os gestores de hot�is em Malta t�m uma ideia muito boa do que um cliente espera de um hotel de 5 estrelas.
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