ESHT - DTL - Comunicações em eventos científicos
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Browsing ESHT - DTL - Comunicações em eventos científicos by Author "Barradas, Isabel"
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- Events’ tourism and hospitality marketingPublication . Liberato, Dália; Costa, Elga; Barradas, Isabel; Liberato, Pedro; Ribeiro, JoaquimEvent tourism has seen significant growth in recent decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, studying the relationship between the different types of events and their influence on the destinations that host them. However, few publications analyze the relationship between events that take place in cities and the hotel industry. The existing articles that establish this relationship are limited to pricing, so it is pertinent to analyze this relationship in a more comprehensive way, namely the strategies adopted by hotels when events take place in cities. This study aims to understand the influence of events held in the cities of Lisbon and Porto on the hotel industry, specifically from the perspective of hotel marketing. To this end, a qualitative, exploratory, descriptive, and cross-sectional research methodology was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the aforementioned cities. The general aim of the research is to understand how events influence hotel marketing in the cities of Lisbon and Porto. The results show that business events and sporting events are the most important for the hotel industry in these cities. About the strategies adopted when events take place in the city, hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates segmentation and reaching specific audiences. It was also found that the relationship between hotel units and event organizers, despite being at an early stage, is highly valued and that given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to transmit security to the customer.
- Hospitality marketing strategies in urban eventsPublication . Liberato, Dália; Costa, Elga; Barradas, Isabel; Liberato, Pedro; Ribeiro, JoaquimThe global expansion of tourism has provided several benefits for local economies, since it is not only responsible for creating jobs in several areas but also plays a crucial role in the development of new infrastructures, which is reflected in an increase in the value and relevance of regions, namely by specializing in organizing events and creating attractions aimed at satisfying tourists’ needs and extending their stay. It is therefore important to understand what influence events can have on hospitality marketing. This research will focus on the cities of Lisbon and Oporto, due to the greater concentration of events there, in order to understand the influence of events on hotel marketing in the cities of Lisbon and Oporto, identifying strategies in terms of marketing, to capture and respond to the needs of participants in events; analyzing the existence of differences in the marketing strategies adopted by hotel units in the cities of Lisbon and Oporto, and ascertaining the relationship between hotel units and event organizers in event tourism. Finally, it will emphasize the adaptation of the hotel industry and the events industry to the ongoing challenges of COVID-19. The results gathered show that business events and sporting events are the most relevant for the hotel industry in these cities. In addition, in terms of strategies adopted in the case of events in the city, hoteliers attach great importance to price strategy, digital marketing strategy, and targeting segmentation to specific audiences. The relationship between hotel units and event organizers is highly valued, although it is still at an early stage, emphasizing the importance of safety communication actions.