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Advisor(s)
Abstract(s)
O turismo em Portugal tem vindo a ganhar uma crescente notoriedade nos últimos
anos, com particular destaque para o setor da hotelaria. Devido ao aumento da
procura neste setor, surgiram novas infraestruturas associadas à atividade turística.
Desta forma, verifica-se o alargamento do interesse dos consumidores turísticos a diferentes
tipos de alojamentos, entre os quais o turismo de habitação. Por outro lado, o
aumento da competitividade neste setor reflete a importância de conhecer as necessidades
dos clientes. Neste âmbito, a aplicação do marketing ao setor turístico, permite
aproximar os proprietários aos seus clientes, direcionando os canais de distribuição de
modo a atrair clientes motivados pela oferta, promovendo a fidelização e recomendação
do serviço. Com o dinamismo concorrencial do mercado, a estratégia de marketing
mostra-se fundamental para melhorar a performance das empresas. Assim, o objetivo
deste trabalho foca-se na análise estratégica de marketing aplicada a uma unidade de
alojamento de Turismo de Habitação, no sentido de identificar e potenciar vantagens
competitivas que vão ao encontro dos seus valores enquanto agente económico. As
principais conclusões resultantes deste estudo enfatizam a falta de profissionais ligados
ao marketing na empresa, de modo a desenvolver uma estratégia adequada e potencializar
os recursos disponíveis. Foi possível verificar um conjunto de debilidades ao
nível da definição da missão e da visão da empresa, da gestão da informação sobre os
vários stakeholders, bem como uma desadequada política de promoção e comunicação
da empresa. Finalmente, foi definido um plano com propostas de ação que permitam a
mitigação dos problemas identificados.
Tourism in Portugal has been increasing in recent years, particularly in the hotel industry. Due to the demand increase in this industry, new infrastructures have emerged related with tourist activity. In this way, there is a major interest of tourist consumers to different types of accommodation, including housing tourism. On the other hand, the grow of competitiveness in this industry reflects the importance of knowing the customer’s needs. In this context, the marketing application to the tourism, allows owners to approach their customers, directing the distribution channels in order to attract motivated customers by the offer, promoting the loyalty and the service recommendation. With the competitive dynamism of the market, the marketing strategy is central to improve the firm’s performance. Therefore, the purpose of this study is focused on a strategic marketing analysis applied to a housing accommodation unit, in order to identify and enhance competitive advantages that meet their values as an economic agent. The main conclusions of this study emphasize the lack of marketing professionals in the firm, in order to develop an appropriate strategy and leverage the available resources. It was possible to verify a set of weaknesses in the firm mission and vision definition, the management of stakeholders information, as well an incorrect policy of promotion and communication of the firm. Finally, we defined a plan with action proposals that allows the mitigation of the identified problems.
Tourism in Portugal has been increasing in recent years, particularly in the hotel industry. Due to the demand increase in this industry, new infrastructures have emerged related with tourist activity. In this way, there is a major interest of tourist consumers to different types of accommodation, including housing tourism. On the other hand, the grow of competitiveness in this industry reflects the importance of knowing the customer’s needs. In this context, the marketing application to the tourism, allows owners to approach their customers, directing the distribution channels in order to attract motivated customers by the offer, promoting the loyalty and the service recommendation. With the competitive dynamism of the market, the marketing strategy is central to improve the firm’s performance. Therefore, the purpose of this study is focused on a strategic marketing analysis applied to a housing accommodation unit, in order to identify and enhance competitive advantages that meet their values as an economic agent. The main conclusions of this study emphasize the lack of marketing professionals in the firm, in order to develop an appropriate strategy and leverage the available resources. It was possible to verify a set of weaknesses in the firm mission and vision definition, the management of stakeholders information, as well an incorrect policy of promotion and communication of the firm. Finally, we defined a plan with action proposals that allows the mitigation of the identified problems.
Description
Keywords
Turismo Turismo de habitação Marketing turístico Marketing estratégico Comunicação em marketing
Pedagogical Context
Citation
Fernandes, Lénia; Correia, Ricardo Jorge (2017). Estratégia de marketing aplicada a um empreendimento turístico = Marketing strategy applied to a tourism enterprise. In Martins, Anabela V Encontro de Investigadores do Instituto Politécnico de Bragança: livro de resumos. Bragança: Instituto Politécnico. ISBN 978-972-745-235-4
Publisher
Instituto Politécnico de Bragança