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The 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.
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Springer