Browsing by Author "Costa, Elga"
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- Actions and strategies on hotel websites: case study of 4- and 5-star hotels in Porto and Northern PortugalPublication . Costa, Elga; Ferreira, Fernanda A.; Ribeiro, Joaquim; Meneses, DanielaThe investigation focuses on the identification of actions and strategies that hoteliers apply on their websites, to capture direct bookings versus their dependence on the OTA, to evaluate the importance and function of the websites of the 4- and 5-star hotels in Porto and Northern Portugal. Online distribution is a necessity for a hotel, either to reach the largest number of customers or to give visibility to the brand. Hotel websites, however, allow greater proximity and communication with the customer, potentiating hotels’ possibility to increase direct bookings. It is therefore necessary to understand which actions and strategies hoteliers must consider for capturing direct bookings. Thus, the main objective of the study is to identify the hoteliers’ dependence on the OTA and the consequent actions and strategies they apply on their websites to capture direct bookings. In the present investigation, the quantitative methodology was chosen, and the data collection instrument was a questionnaire survey, applied in a total universe of 150 hotels, 4- and 5-star hotels in the Region of Porto and Northern Portugal, where 55 responses were obtained. The data obtained were treated and analysed using the SPSS software. The results obtained confirm the existence of actions and strategies in hotels to capture direct reservations; hotels consider these strategies as an essential condition for increasing direct bookings. Limitations have arisen in the collection of questionnaires due to the Covid-19 pandemic. Most hotels closed due to lack of customers and consequently, the sample for the present study is limited in the diversity of the typology of respondents. It is intended with this work to understand what actions and strategies hotels apply on the website, as well as to understand if hotels follow the new technological trends, in what the contact and communication with the client concerns.
- Crisis management in business tourism. An empirical study in the Iberian PeninsulaPublication . Ferreira, Fernanda A.; Liberato, Dália; Sousa, Marta; Liberato, Pedro; Costa, ElgaThe covid-19 pandemic has resulted in a significant humanitarian, social, and economic crisis, impacting various sectors, including tourism and hospitality. Among the affected segments, business tourism, which is a vital contributor to the local and regional economies and expected to grow, has also faced substantial challenges during this period. To understand and analyse the crisis management within the business tourism industry in the Iberian Peninsula, this research follows a qualitative methodological approach, through semi-structured interviews with entrepreneurs from the tourism sector in Portugal and Spain. The overarching goal of this study is to assess the impact of the covid-19 crisis on business tourism in the Iberian Peninsula. To achieve this, specific objectives include comprehending the effects of the pandemic on business tourism, identifying crisis management practices, and analysing the measures adopted by tourism professionals in response to the crisis. Key findings from the study emphasize the changes in events organization, such as exhibitions, congresses, fairs, and shows, which had to adapt to new social distancing policies, leading to cancellations, postponements, or a shift to online formats where possible. Additionally, significant changes due to health and safety concerns were observed, with Regional Entities and the national DMO (Turismo de Portugal) initiating initiatives like the Clean & Safe seal, implementing safety measures, and adapting products and services. The digital environment emerged as a critical platform for strategies during this time. Regarding crisis management practices, it was noted that many companies lacked a structured crisis management model, often resorting to reactive action plans when faced with specific challenges. Notably, the support received from the government was considered fundamental in managing the crisis, alongside effective communication among stakeholders, strategic marketing approaches, and the development of resilience. In conclusion, the covid-19 pandemic has significantly impacted the business tourism industry in the Iberian Peninsula, requiring adaptive measures, particularly in event organization, safety implementation, and digital strategies. The study also highlights the importance of crisis management practices, emphasizing the role of government support, communication, marketing, and resilience in navigating the challenges posed by the pandemic. These insights provide valuable guidance for the industry's future preparedness and response to crises.
- El cambio del perfil del profesional de recursos humanos en PortugalPublication . Martins, Dora; Silva, Susana; Costa, ElgaEl presente estudio pretende caracterizar el perfil de los profesionales responsables por la gestión de recursos humanos, en concreto su perfil académico, las funciones que ocupan y los requisitos demandados por las empresas portuguesas que pretenden admitir a nuevos profesionales para asumir funciones en el ámbito de la gestión de personas. Este estudio está basado en una encuesta por cuestionario realizado a una muestra de 261 responsables de recursos humanos de empresas ubicadas en Portugal (133 fueron encuestados en 2004, 128 fueron encuestados en 2013). En paralelo, fueron analizados 78 anuncios publicados en 2014 para identificar el perfil requerido en la actualidad. Los resultados muestran que, durante los últimos 10 años, la gran parte de los profesionales responsables por la gestión de recursos humanos asumen papeles específicos relacionados con los recursos humanos (RH). La calificación superior en RH empieza logrando más importancia en 2013, cuando se compara con otras áreas de calificación superior (ej. Gestión, Derecho e Ingeniería) prevalecientes en 2004. Las vacantes disponibles en anuncios relacionados con la función de RH buscan, sobretodo, candidatos (1) para asumir el cargo de técnico de RH, (2) que posean calificación superior en las áreas de RH o Ciencias Sociales y (3) que detengan competencias personales e interpersonales, así como competencias lingüísticas e informáticas. Basado en estos resultados, el artículo discute en detalle las principales implicaciones teóricas y prácticas. Sugestiones de investigación futura son, de igual modo, presentadas.
- 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.
- Hotel distribution: the influence of online travel agencies on Porto and Northern Portugal hotelsPublication . Costa, Elga; Ferreira, Fernanda A.; Ribeiro, Joaquim; Meneses, DanielaThis research aims to understand the influence factors of Online Travel Agencies (OTAs) to book accommodation in four- and five-star hotels in Porto and Northern Portugal, as well as to understand their role in the profitability of each hotel. Online distribution is a necessity for hotels, either to reach higher clients’ numbers or to give visibility to the brand. The presence of OTAs can cause a dependency of the hotels on these intermediaries, so it is necessary to understand the influence that OTAs have on hoteliers, as well as to understand if they have strategies to capture direct reservations. In this present research, the quantitative methodology was chosen, and the data collection instrument was the questionnaire survey. In a universe of 150 hotel units, 55 valid questionnaires were obtained. Exploratory factor analysis was used to define the weights and to construct the index of the influence of OTAs on hotel units. Data collection confirms the influence of OTAs on hotels and the hotels consider OTAs to be essential for maximising occupancy and revenue and as a way of reaching more customers.
- Marketing's impact on sustainable tourism: an empirical study of hotel units in the Northern Region of PortugalPublication . Liberato, Dália; Ferreira, Fernanda A.; Guedes, Marta; Costa, Elga; Liberato, PedroSustainable tourism emerges as a response to mass tourism, caused by the intensification of travel. As a result of Sustainable Tourism, the practice of Responsible Tourism and Conscious Tourism emerges, leading to behaviors of greater environmental, cultural, and social sustainability at the destination, but also to an increasing environmental concern. The hospitality sector, government agencies, trade associations and tourism service providers in each country play a pivotal role in increasing environmental awareness/education among local communities and visitors at the destination. The main objective of this research is to understand the importance of Marketing in Sustainable Tourism, applied to hotel units in the northern region of Portugal. As specific objectives, the research aims to: Identify the marketing strategies adopted by the hotel units that lead to greater involvement of stakeholders (tourists, employees, stakeholders and local community), Identify the marketing strategies adopted by the hotel units, valued by the guests, before, during and after the tourist experience and find out how Marketing in Sustainable Tourism contributes to the dynamization of the region and improvement of the destination experience. In the development of this study, a qualitative methodology was selected, consisting of an exploratory study, based on semi-structured interviews. The sample consists of directors and/or managers of hotel units awarded with the “Green Key” certification, in 2022, in the northern region of Portugal. Furthermore, some partner entities that assist in the certification of these enterprises were also included, namely ABAE and consulting companies in the Sustainable Tourism sector. From an analytical point of view, it provides interesting results for the northern region of Portugal, where a continuous growth toward its sustainable development is expected, with an increasing number of certified tourist accommodations and their contribution to the distribution of economic wealth in the region, dynamization and promotion, as well as the responsible engagement of tourists with residents and increasing awareness of these indicators.
- Percepções do impacto da Covid-19 no turismo outdoor no Parque Nacional da Peneda-GerêsPublication . Ferreira, Fernanda A.; Costa, Elga; Ribeiro, Joaquim; Reis, AndréNuma altura em que o Mundo é afetado por uma pandemia e as medidas de proteção passam pelo distanciamento social, higienização e desinfeção de espaços e equipamentos, o setor do turismo está exposto a inúmeros obstáculos. A insegurança causada pela pandemia afetou os indicadores do turismo um pouco por todo o Mundo, tornando, portanto, premente a necessidade de aferir o impacto efetivo da COVID-19 no setor do turismo bem como no turismo outdoor, especificamente no Parque Nacional da Peneda Gerês (PNPG), na região da Serra do Gerês. Foi elaborado um estudo de natureza exploratória constituído por análise documental e entrevistas a agentes conhecedores das dinâmicas do PNPG, relativamente à prática de turismo outdoor. Os resultados provenientes do presente estudo apontam para um aumento do número de visitantes do Parque nos meses de verão, sobretudo portugueses, fator este justificável pelas limitações em viajar para o estrangeiro. Devido ao cancelamento de eventos de atividades outdoor, o número de visitantes diminuiu significativamente, sobretudo nos meses de época baixa, contribuindo para o aumento da sazonalidade. Por outro lado, nos meses de época alta, verificou-se que o número de participantes em atividades de turismo outdoor operadas pelas empresas de animação turística aumentou relativamente ao período homólogo do ano anterior.
- Sport’s events: Rally de Portugal as a promoter of Porto tourism destinationPublication . Costa, Elga; Liberato, Dália; Ferraz, AndréThe objective of this study was to evaluate the role of the Rally de Portugal in the tourism destination Porto, thus answering the question “What is the role of the Rally de Portugal in the tourism destination Porto?”. In this study it was used a qualitative methodology, and the sampling method for convenience, according to the availability of the participants. Therefore, individual interviews were applied to two of the event organisers. The interview guide was divided into two sections: Planning and Organisation of the Rally de Portugal, and Porto as a Tourism Destination. The holding of the Porto Street Stage has several positive impacts, being this event a successful one. However, for that to happen, it is necessary to follow three stages during the planning and organization of the event: budgeting, performance, and evaluation. This procedure takes over a year to manage, concerning the Rally de Portugal, or only a few months, regarding the Porto Street Stage. Events influence the economy, environment, culture, society, and politics of a destination [1]. Therefore, as the Rally de Portugal is an event, such influence is also present. However, there are no studies associated with the perspective of stakeholders on the Rally de Portugal as a promotor for the tourism destination Porto, justifying therefore the relevance of the present study.
- Strategic approach to thermal tourism during and after Covid-19Publication . Liberato, Dália; Quintela, Joana A.; Neto, Paulo; Liberato, Pedro; Brandão, Filipa; Costa, ElgaHealth and wellness have become important motives for consumption, attracting the researchers’ interest. One of the current challenges in academic research and in the wellness tourism industry is the conceptual development related to the key term wellness. In recent years in Europe, classical thermalism, focused essentially on the “cure” dimension, has been replaced by modern thermalism, which is particularly based on the “wellness” dimension, and the offer is more focused on preventive therapeutic motivations, combined with recreational and tourism aspects. Although the pandemic period led to the stagnation of tourism businesses, health tourism capitalized on the opportunity and developed successfully from the impact of the pandemic. The main objective of this work is to understand the challenges and strategies of the sector during and after Covid-19, namely whether the impact of the pandemic confirmed the need to reassess products and services, with complementary and composite offers that combine nature, sports, and nutrition, among others. A qualitative methodology approach was used to answer this objective, drawing on semi-structured interviews. The results report the challenges that Covid-19 represented to the sector, regarding the expenses increasing with disease prevention and equipment maintenance, the lack of investment, and the decrease in wellness products consumption.