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Advisor(s)
Abstract(s)
Nos últimos anos, o Revenue Management tem sido utilizado em vários setores,
iniciando nas companhias aéreas, passando pelo setor hoteleiro e de restauração, com o
foco na criação e maximização da receita.
Este estudo tem como principal objetivo o desenvolvimento e a aplicação do
Revenue Management (RM) no departamento de P&B, através do estudo dos seus
sistemas e estratégias, de forma a perceber como os estabelecimentos de restauração
podem otimizar a receita, através da criação e implementação de sistemas de RM. Neste
sentido, o Revenue Management torna-se uma ferramenta útil para a gestão de preços,
tornando os estabelecimentos mais competitivos, tendo como ambição fazer crescer o
negócio e torná-lo sustentável.
Começa-se esta investigação pela revisão da literatura onde procuramos
compreender os princípios e características do Revenue Management no seu todo,
conhecer as estratégias de RM e saber como aplicá-las no departamento de P&B e
explorar o conceito de Restaurant Profitability Management. A metodologia escolhida foi
a quantitativa, onde foram elaborados questionários que foram distribuídos pelos hotéis
e restaurantes de Portugal.
Os resultados demonstram que a maior parte dos inquiridos não está familiarizada
com o conceito de Restaurant Revenue Management. Dentro daqueles que estão
familiarizados com o conceito, acreditam que a aplicação do conceito de RRM é
importante para os resultados da empresa. Consideram que permite definir o cliente
ideal com base nas suas características e permite tomar decisões com base no
conhecimento, criar uma estrutura de custos fixos e variáveis, entre outros.
In recent 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 maximisation of revenue. This study has as its main objective the development and application of Revenue Management in the P&B department, through the study of its systems and strategies, in order to understand how catering establishments can optimise revenue through the creation and implementation of RM systems. In this sense, Revenue Management becomes a useful tool for price management, making establishments more competitive with the aim of making the business grow and become sustainable. This research began with a literature review where we sought to understand the principles and characteristics of Revenue Management as a whole, to know the RM strategies and how to apply them in the P&B department and to explore the concept of Restaurant Profitability Management. The methodology chosen was quantitative, where questionnaires were prepared and distributed to hotels and restaurants Portugal. The results demonstrate that the 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. Those who are familiar with the concept consider that it allows the ideal customer to be defined based on their characteristics and enables decisions to be taken based on knowledge, as well as create a structure of fixed and variable costs, among others.
In recent 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 maximisation of revenue. This study has as its main objective the development and application of Revenue Management in the P&B department, through the study of its systems and strategies, in order to understand how catering establishments can optimise revenue through the creation and implementation of RM systems. In this sense, Revenue Management becomes a useful tool for price management, making establishments more competitive with the aim of making the business grow and become sustainable. This research began with a literature review where we sought to understand the principles and characteristics of Revenue Management as a whole, to know the RM strategies and how to apply them in the P&B department and to explore the concept of Restaurant Profitability Management. The methodology chosen was quantitative, where questionnaires were prepared and distributed to hotels and restaurants Portugal. The results demonstrate that the 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. Those who are familiar with the concept consider that it allows the ideal customer to be defined based on their characteristics and enables decisions to be taken based on knowledge, as well as create a structure of fixed and variable costs, among others.
Description
Dissertação de mestrado
Keywords
Hotelaria Food and beverage Restaurant revenue management Portugal Hospitality