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Authors
Advisor(s)
Abstract(s)
As estratégias do marketing têm sido cada vez mais procuradas pelas organizações, uma vez que são instrumentos que têm vindo a ajudar as mesmas, de forma a melhor promover os seus produtos ou serviços proporcionando um aumento no volume de negócios. Atualmente, as empresas têm-se preocupado em desenvolver pesquisas de mercado tendentes a aproximarem-se o mais possível do conhecimento e da compreensão dos problemas de consumo dos seus clientes, no sentido de produzir bens e serviços muito próximos das suas necessidades. Desta forma, este estudo descreve o marketing como uma estratégia no setor do turismo, setor que assume uma importância relevante no contexto nacional. O setor do turismo tem um grande impacto no desenvolvimento da economia de Portugal, devido a apresentar um peso determinante na balança de pagamentos nacionais. A presente dissertação tem como objetivo analisar o impacto do marketing no desempenho económico-financeiro nas empresas que operem na área do setor do turismo. Este estudo conta com uma amostra de 99 empresas portuguesas, no ano 2023, inseridas no setor do turismo e utilizando diversos testes estatísticos, o que permitiu concluir que não existe grande de relação entre os gastos de marketing com o desempenho económico e financeiro das mesmas.
Marketing strategies have been increasingly sought after by organisations, as they are tools that have helped them to promote their products or services better, providing an increase in turnover. Nowadays, companies are concerned with conducting market research to get as close as possible to know and understand their customers' consumption problems and to produce goods and services that are very close to their needs. In this way, this study describes marketing as a strategy in the tourism sector, which is of significant importance in the national context. The tourism sector has a substantial impact on the development of Portugal's economy, as it plays a vital role in the country's balance of payments. This dissertation aims to analyse the effect of marketing on the economic and financial performance of companies operating in the tourism sector. This study looked at a sample of 99 Portuguese companies in the year 2023 in the tourism sector and, using various statistical tests, concluded that there is no significant relationship between marketing spending and economic and financial performance.
Marketing strategies have been increasingly sought after by organisations, as they are tools that have helped them to promote their products or services better, providing an increase in turnover. Nowadays, companies are concerned with conducting market research to get as close as possible to know and understand their customers' consumption problems and to produce goods and services that are very close to their needs. In this way, this study describes marketing as a strategy in the tourism sector, which is of significant importance in the national context. The tourism sector has a substantial impact on the development of Portugal's economy, as it plays a vital role in the country's balance of payments. This dissertation aims to analyse the effect of marketing on the economic and financial performance of companies operating in the tourism sector. This study looked at a sample of 99 Portuguese companies in the year 2023 in the tourism sector and, using various statistical tests, concluded that there is no significant relationship between marketing spending and economic and financial performance.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do Castelo
Keywords
Marketing Organizações Turismo Produtos Serviço