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- The buying process on hospitality services and its implication to loyalty behaviourPublication . Ferreira, Fernanda A.; Campos, Joana; Oliveira, MónicaThis research aims to explore hotel brand loyalty by analysing what are the main factors that lead to it and explain the individual's reasons that lead guest decision towards a specific hotel service since operational knowledge indicates that new consumption trends as well as new market segments in tourism have specific consumption behaviours and arises with the evolution of the industry. The main goal of this paper is to provide relevant information to improve hotel marketing strategies and keep the knowledge on consumer habits updated because their motivations and actions will determine and influence the ability of hotels to adapt to new consumption realities. In this context, this research focus on service hotel marketing, quality of service and hotel brand loyalty and allowed the implementation of applied consumer research in scientific methodology, using questionnaires filled out by consumers who made hotel reservations. The authors applied a statistical inferential test, a binary logistic regression model, looking up to understand if customer loyalty behaviour may be explained by our predicted and studied variables, specially emotional and rational factors, the knowledge of guests' preferences and habits, employees' performance and the existence of a loyalty programme. This research allowed to conclude that there are five main dimensions that influence loyalty behaviour: knowledge of guests' habits and preferences, contact with hotel employees, existence of a loyalty programme, room rate and rational factors, which is an important information to improve hotel marketing strategies as hotel industry becomes more competitive each year.
- Motivation as a lever for service excellencePublication . Silva, Ana Isabel; Oliveira, Mónica; Silva, SusanaIn recent years, we have seen a change in mentalities in the way organisations are managed. Day by day, we realize that an organization's human resources are the key to success. In this sense, human resources management assumes an essential position that will allow to achieve levels of motivation and satisfaction of employees central to the performance of the organization. In the hotel sector, we still observe organizations with little focus on human resources management. However, it is from the sectors where this management becomes vital. The satisfaction and motivation of employees are directly reflected in customer satisfaction, compromising the future of the hotel unit. This work aims to understand the impact of the employee's motivation on their performance, according to their perspective. Thus, the method used was the questionnaire survey, addressed to all employees of the InterContinental Porto — Palácio das Cardosas hotel. Data analysis was performed through descriptive and statistical analysis, with resources to the SPSS (Statistical Package for Social Sciences) program. The results obtained did not allow us to observe any direct relationship between employee motivation and performance, according to their perspective.
- The main strategies of restaurant revenue management and its applicability in the F&B departmentPublication . Maia, Pedro; Melo, António; Oliveira, MónicaOver the past years, Revenue Management has been used in various sectors, starting in the airlines, passing through the hotel and restaurant sectors, with a focus on the creation and maximization of revenue. In this sense, Restaurant Revenue Management becomes a useful tool for incomes, making establishments more competitive and contributing to business growth and sustainability in catering and restaurants context. The main objective of this study is to research the development and application of Restaurant Revenue Management, through the study of its systems and strategies, tounderstand how restaurant and catering establishments can optimize revenue through the creation and implementation of RRM systems. This research begins with a literature review where we aim to understand the principles and characteristics of Restaurant Revenue Management as a whole, to know the RRM strategies and how to apply them in the hospitality and catering sector. The methodology chosen was quantitative, where questionnaires were prepared and distributed to hotels and restaurants in Portugal. The results demonstrate that major part of the respondents is not familiar with the concept of Restaurant Revenue Management. Most respondents believe that the application of the RRM concept is important for the company's results and for those who are familiar with the concept, they consider that it allows the ideal customer to be defined based on their characteristics and enables decisions to be taken based on knowledge, creating a structure of fixed and variable costs. Purpose: Thus, the general and specific research objectives inherent to the study are: To assess how Restaurant Revenue Management is applied in Portugal in the restaurant and hotel contexts. To recognize what are its characteristics and practices. To understand how Restaurant Revenue Management influences revenues. To realize the advantages and disadvantages identified by the application of restaurant revenue management. Methodology: This research focuses on a quantitative methodology, using the questionnaire as a data collection tool. A deductive research approach was used in the scientific research process. The technical procedure used in the investigation phase was bibliographic research, having been collected information in several scientific articles and books on the subject. On a first moment, the collection of relevant documents for the research was made. The script was validated by six academic professionals and five professionals from the sector. After validation, an online questionnaire was conducted using the Google Forms platform. To achieve the maximum possible number of answers, the distribution channel used, to collect the results, was the e- mail. An initial telephone contact was made to confirm availability to answer the questionnaire. After this contact, the questionnaire was sent via e-mail. The questionnaires were conducted in Portuguese, as the study was only intended for entities located in Portugal. During the investigation, 880 questionnaires were sent out and 131 responses were received all completed, in a period between June and August. The instrument used to analyze and process the data collected was Excel. Results: The concept of Restaurant Revenue Management generally is not known among F&B departments, as demonstrated in the answers collected during the distribution of the questionnaire, in which 58.8% do not know the concept and only 41.2% of the respondents are familiar with the subject. Those who know and apply the concept of RRM consider the application of the concept and its respective impact important and crucial for the business. In the answers to the questionnaire about 57.4% consider its application important, while 24.1% considers it very important and 14.8% extremely important. Only 3.7% states that the RRM is not very important. Of the 131 respondents, only 41.2% are familiar with the concept of Restaurant Revenue Management, making a total of 54 responses. Originality: This is original research with the authors perspective constructed based in arguments from other research work to back up the investigation.
- Online teaching during COVID 19: how to get the best out of itPublication . Oliveira, Mónica; Pataco, TeresaThe aim of this study is to examine and present good strategies and practices for remote learning, during COVID-19. Given that this was the only safe and secure way to keep teaching, professors had to adapt the resources in the best way possible, so that students could keep learning. Schools had to set up environments for the students to understand, practice, and apply the skills learned. Online classes were delivered, and it was difficult to control if the students achieved the knowledge needed and if the correct message was sent. In our research, we present the methods used in our online classes (asynchronous or synchronous), the main worries and doubts of the instructors, as well as the solutions proposed to frame the learning process of the students. The objective is to present the procedures and processes developed during that period, the solutions found, and the results achieved. Data were collected from the results/grades of the students and a survey was submitted to acknowledge the main concerns of the students, the positive and negative aspects of this type of learning, the main difficulties, and social issues stemming from it.
- Overcoming the crisis caused by COVID-19 and its post-crisis impact by tourism in PortugalPublication . Ferreira, Fernanda A.; Oliveira, Mónica; Miranda, MarianaPurpose - Tourism in Portugal has been growing exponentially in recent years, with a significant impact on the national economy. However, this growth was restricted by the current health crisis, caused by COVID-19. The pandemic has resulted in the confinement of a large part of the world’s population; the cancellation of travel; the closure of most establishments, including those involved in the tourism sector; the increase in the unemployment rate; and other tragic repercussions.The objective of the study is to understand the changes made by the sector to defeat this crisis and predict the most significant modifications in the sector and its impact. Design/methodology - Quantitative research based on a questionnaire survey, which target was the population of employees of tourism enterprises in Portugal. Qualitative research based on data collected in official governments websites, Turismo de Portugal I.P. website and national statistical data websites. Findings - This paper studies the measures implemented by the Portuguese Government and the tourist impact in the economy during the pandemic. It also examines the advantages and disadvantages of the implementation of those measures and how economic recovery is being achieved. From the results of the investigation, it was possible to conclude tourism enterprises generally suffered a considerable impact from the crisis caused by COVID-19. For this reason, they have taken various measures to ensure security conditions for all guests and staff. From the respondents’ answers it is possible to perceive the discontent of the workers with the lack of help from the Portuguese Government.
- A simulação nos laboratórios de hotelaria e restauração como mise-en-place para a atividade profissionalPublication . Campos, Joana; Melo, António; Oliveira, Mónica; Silva, José António; Fonseca, Rui; Quintas, Marta; Fernandes, Patrícia; Correia, RosaA formação em hotelaria e restauração desde os primórdios da sua existência que assenta o seu processo de ensino-aprendizagem com grande predominância da vertente prática e de simulação da realidade profissional futura. Nesta linha e no que diz respeito às competências técnicas para determinada função, elas podem ser desenvolvidas através de programas de formação técnica, em contexto de sala de aula ou laboratorial, assim como em contextos de estágio ou de simulação da realidade profissional, nos quais os estudantes alargam o seu portefólio de competências. Com efeito, as competências de metacognição são uma componente crucial no desenvolvimento dos estudantes e diplomados, uma vez que possibilitam a sua autoconsciência e a identificação daquilo que será necessário para os seus futuros profissionais (Monteiro, Almeida & Garcia-Aracil, 2016). Através da formação com uma componente prática, as UC PCR I e II na Licenciatura de Gestão de Restauração e Catering, TRB e TCP dos cursos TeSP Operações Hoteleiras e Serviços de Restauração e Catering e PAB I, II e GAB da Licenciatura em Gestão e Administração Hoteleira, promovem a simulação simbiótica dos momentos de serviço de cozinha e restaurante, passando por todas as fases a estes afetos, mas também ensaios teórico práticos, colocando os alunos como atores e elemento principal em cenários reais, fora dos seus contextos de conforto, mas solicitando-lhes resolução das problemáticas apresentadas, permitem o seu desenvolvimento na área do curso, designadamente desenvolvendo primeiramente competências técnicas, não esquecendo competências como a de liderança, de gestão de recursos humanos, de conflitos, entre outras.
- Preface of 4th International Conference on Tourism Research, ICTRPublication . Silva, Cândida; Oliveira, Mónica; Silva, Susana
- The value of skills for a sustainable tourism and hospitality industryPublication . Silva, Susana; Silva, Cândida; Oliveira, MónicaSkills are one of the main themes in academic and labor environments. Nowadays, digital, green, and social and cultural skills are the key to achieving sustainable practices and sustainable development goals. Therefore, this study aims to characterize the current and future needs of digital, green, and social and cultural skills for the tourism and hospitality sectors. This was a quantitative study, with an online survey applied to students, teachers, and professionals. It was a convenience sample with 150 participants. Data were analyzed statistically with IBM SPSS version 28.0. Our results suggested that students, professionals, and trainers value digital, green, and social and cultural skills. With reference to digital skills, all participants considered themselves having an intermediate or advanced level of proficiency. All the participants considered themselves having an intermediate or advanced level of green skills. Regarding social and cultural skills, all the participants considered themselves having an advanced level of proficiency. Therefore, professionals reported higher levels of proficiency in all skills. In the same way, in the tourism sector, we observed higher proficiency levels of skills. To summarize, educational, sectorial, and entrepreneurial sectors recognize the relevance of digital, green, and social-cultural skills for the tourism and hospitality industry. With these skills, the sector will be more prepared to implement sustainability practices and achieve sustainability goals. Additionally, entrepreneurs should value these skills in professionals, and education institutions should integrate the development of these skills into their curricula.
- O papel do marketing interno na qualidade do serviço e satisfação do clientePublication . Oliveira, Mónica; Liberato, Pedro; Liberato, DáliaO objetivo desta investigação é avaliar o impacte do Marketing Interno no comportamento dos colaboradores da hotelaria e a sua repercussão na qualidade do serviço e satisfação do cliente. O marketing interno é uma abordagem de marketing estratégico, em crescimento, que envolve os colaboradores como clientes internos para melhorar o desempenho das organizações e aumentar a sua competitividade e valores estratégicos. Esta investigação pretende apresentar uma abordagem aprofundada do Marketing Interno (MI) no setor da hotelaria em Portugal e a sua influência na satisfação do consumidor, analisando a influência da adoção de marketing interno na gestão da hotelaria, na satisfação e motivação dos colaboradores e também na satisfação do cliente. Este estudo pretende introduzir uma nova perspetiva do MI nos Serviços de Hotelaria, tendo em vista, numa primeira fase, estudar e aplicar o MI na Gestão do setor da Hotelaria, e numa segunda fase, propor ferramentas e informações fundamentadas com vista à gestão estratégica e tomada de decisões devidamente informadas. Para tal, este estudo averigua como o MI pode alcançar a realização e capacitação dos colaboradores em contacto com os clientes, e como o MI pode ter controlo sobre a satisfação, motivação e fidelização dos colaboradores, mas também sobre a satisfação do consumidor. Esta investigação pretende ainda debater implicações críticas para a gestão hoteleira.
- Improving environmental sustainability in Hospitality and Tourism: the key strategiesPublication . Oliveira, Mónica; Silva, Susana; Silva, CândidaThe Hotel and Tourism Industry has experienced profound changes in recent years and has been one of the sectors most affected by COVID-19. With the return of tourist activity, many companies went back to their normal routines, but the sector has changed dramatically. Tourists have new expectations, needs, and priorities, and sustainability is the one that is most emphasised, particularly when it comes to excessive water consumption, misuse of energy, and poorly utilised waste. The industry has a unique opportunity to recognise the importance of sustainability and define strategies to guarantee customer satisfaction, in symbiosis with environmental concerns and the preservation of the planet for future generations. This study aims to characterise the good strategies and practices for environmental sustainability in Hospitality and Tourism, namely in terms of energy, water, and waste. The purpose is to present the procedures and processes that lead to greater sustainability performance and to accomplish this a focus group was organised, with 2 hospitality stakeholders, 2 environmental groups stakeholders, and 2 VET (Vocational Education and Training) stakeholders, to discuss and identify the main factors directly related to the excessive use of water and energy and the poor treatment of waste and ranked by the participants. The meeting was done face-to-face, lasted 3 hours, and was based on their expertise and good practices. The Hospitality and Tourism Industry is conscious of its ecological footprint, namely in terms of energy efficiency, water conservation, and waste management. Considering energy, some examples were given such as electricity-saving practices, using LED bulbs, occupancy sensors, and automatic light controls. With respect to water, it is mandatory to install low-slip faucets and shower heads, reduce laundry and cleaning, and recycle water that can be reused for irrigation or toilet flushing, reducing the use of fresh water. The research presented contributions to the growing Knowledge on this topic, and the findings propose a straightforward guide for managers in the Hospitality and Tourism industry. Further research is endorsed to reinforce the value of environmental sustainability and to involve a greater range of stakeholders with different profiles in the sector.