USING EMAILS: EASY AND DIFFICULT ASPECTS IN THE SERRA GAÚCHA HOTELS

Abstract

The exchanging of electronic messages is the most popular Internet tool for communication. It is fast, easy to use, reliable and with low cost for users. It goes beyond personal communication, allowing worldwide interaction between organizations and their customers, partners, suppliers and stakeholders. However, it is necessary for organizations to consider aspects such as answering time, information contents, and respecting cultural and social issues. The Internet growth has created new opportunities and challenges for the lodging sector. This work evaluates the use of e-mails by the lodging sector at the southernmost state of Brazil (Rio Grande do Sul). Messages simulating a customer interested in accommodation have been sent to different hotels’ categories and the answers have been evaluated. The research involved a sample of 116 hotels and carried out between March and April 2004, which is a low rate season in this area. A highlight of the results shows that only 56% of the messages have been replied in less than 24 hours, message contents were mostly incomplete and requiring further contacts for actually booking the accommodation. Therefore, the article raises questions whether this communication tool is actually working as an asset or a liability for the sector.