| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.5 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O setor do turismo tem vindo a crescer e desenvolver-se imenso em Portugal. Como
consequência o número de hotéis e ofertas de alojamento aumentou exponencialmente
nos últimos anos.
Por esta razão, os hotéis viram-se obrigados a enfrentar a concorrência e arranjar
formas/estratégias de posicionamento que lhes permitam afirmarem-se no mercado e
distanciarem-se dos demais.
Nesta investigação, é analisada a forma como os hotéis e/ou grupos hoteleiros se
posicionam no mercado e as estratégias que utilizam para melhorar o seu serviço, fixar
clientes, atrair novos mercados e consequentemente enfrentar a concorrência.
A presente investigação é resultado de um estágio que decorreu no departamento
comercial do Grupo Fátima Hotels, com uma passagem pelo departamento
administrativo/economato de um dos hotéis do grupo (Hotel Estrela de Fátima). Além do
estágio foi desenvolvida uma investigação relativa às estratégias de posicionamento na
indústria hoteleira. Dito isto, o objetivo principal deste estudo é compreender a
importância de uma estratégia de Posicionamento na Indústria Hoteleira tendo como base
o caso específico do Grupo Fátima Hotels.
The tourism sector has been growing and developing immensely in Portugal. As a result, the number of hotels and accommodation offers has increased exponentially in recent years. For this reason, hotels were forced to face competition and find positioning forms/strategies that allow them to be assertive in the market and distance themselves from others. In this investigation, it is analyzed how hotels and/or hotel groups position themselves in the market and the strategies they use to improve their service, retain customers, attract new markets and consequently face competition. The present investigation is the result of an internship that took place in the commercial department of the Grupo Fátima Hotels, with a brief passage through the administrative department / office of one of the hotels of the group (Hotel Estrela de Fátima). In addition to the internship, an investigation was carried out on positioning strategies in the hotel industry. That said, the main objective of this study is to understand the importance of a Positioning strategy in the Hotel Industry based on the specific case of the Fátima Hotels Group.
The tourism sector has been growing and developing immensely in Portugal. As a result, the number of hotels and accommodation offers has increased exponentially in recent years. For this reason, hotels were forced to face competition and find positioning forms/strategies that allow them to be assertive in the market and distance themselves from others. In this investigation, it is analyzed how hotels and/or hotel groups position themselves in the market and the strategies they use to improve their service, retain customers, attract new markets and consequently face competition. The present investigation is the result of an internship that took place in the commercial department of the Grupo Fátima Hotels, with a brief passage through the administrative department / office of one of the hotels of the group (Hotel Estrela de Fátima). In addition to the internship, an investigation was carried out on positioning strategies in the hotel industry. That said, the main objective of this study is to understand the importance of a Positioning strategy in the Hotel Industry based on the specific case of the Fátima Hotels Group.
Description
Relatório de estágio
Keywords
Hotelaria Estratégias de posicionamento Fátima Grupo Fátima Hotels Estágio Positioning strategies Internship