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Abstract(s)
Investigar o impacto da realização de diferentes tipos de eventos no
posicionamento definido para uma unidade hoteleira, neste caso o Porto Palácio Hotel
by The Editory, representa o principal objetivo do seguinte relatório.
Após descrição das tarefas realizadas ao longo de seis meses, no âmbito do
estágio curricular, na função de Coordenador de Grupos no The Editory Collection
Hotels, são apresentadas algumas definições sobres os temas em estudo, retiradas de
publicações científicas na área da hotelaria, eventos e marketing.
De forma a atingir os objetivos propostos, nomeadamente, identificar os tipos de
eventos realizados no Porto Palácio Hotel, analisar os serviços prestados pelo hotel nos
diferentes tipos de eventos, distinguir a forma como as condições gerais influenciam a
confirmação dos diferentes tipos de eventos, descrever as estratégias de posicionamento
definidas para o hotel de cinco estrelas, analisar de que forma o posicionamento da
unidade hoteleira influencia o tipo de pedidos recebidos, e definir o posicionamento do
Porto Palácio Hotel na marca The Editory Collection, foram realizadas duas entrevistas
semiestruturadas a Diretora do Hotel e a uma das Coordenadoras de Grupos da marca.
Através da metodologia proposta e dos dados recolhidos, conclui-se que o Porto
Palácio Hotel recebe eventos corporativos, sociais e/ou incentivos, sendo a primeira
tipologia a que tem maior impacto na receita do hotel. Para além disso, e uma vez que o
mercado-alvo da unidade hoteleira é o mercado corporativo, o hotel dispõe de serviços
e condições dedicados a esta área do negócio.
Investigating the impact of holding different types of events on the positioning defined for a hotel, in this case the Porto Palácio Hotel by The Editory, represents the main objective of the following report. After describing the tasks carried out over six months, within the scope of the curricular internship, in the role of Group Coordinator at The Editory Collection Hotels, some definitions are presented on the topics under study, taken from scientific publications in the hospitality area, events and marketing. In order to achieve the proposed objectives, such as, to identify the types of events held at Porto Palácio Hotel, to analyse the services provided by the hotel in the different types of events, to distinguish how the general conditions influence the confirmation of the different types of events, to describe the positioning strategies defined for the five-star hotel, to analyse how the positioning of the hotel unit influences the type of requests received, and to define the positioning of Porto Palácio Hotel in The Editory Collection brand, two semi-structured interviews were conducted with the Hotel Director and to one of the Group Coordinators of the brand. Through the proposed methodology and the data collected, it is concluded that the Porto Palácio Hotel receives corporate, social and/or incentive events, being the first typology that has the greatest impact on the hotel's revenue. In addition, and since the target market of the hotel unit is the corporate market, the hotel has services and conditions dedicated to this area of the business.
Investigating the impact of holding different types of events on the positioning defined for a hotel, in this case the Porto Palácio Hotel by The Editory, represents the main objective of the following report. After describing the tasks carried out over six months, within the scope of the curricular internship, in the role of Group Coordinator at The Editory Collection Hotels, some definitions are presented on the topics under study, taken from scientific publications in the hospitality area, events and marketing. In order to achieve the proposed objectives, such as, to identify the types of events held at Porto Palácio Hotel, to analyse the services provided by the hotel in the different types of events, to distinguish how the general conditions influence the confirmation of the different types of events, to describe the positioning strategies defined for the five-star hotel, to analyse how the positioning of the hotel unit influences the type of requests received, and to define the positioning of Porto Palácio Hotel in The Editory Collection brand, two semi-structured interviews were conducted with the Hotel Director and to one of the Group Coordinators of the brand. Through the proposed methodology and the data collected, it is concluded that the Porto Palácio Hotel receives corporate, social and/or incentive events, being the first typology that has the greatest impact on the hotel's revenue. In addition, and since the target market of the hotel unit is the corporate market, the hotel has services and conditions dedicated to this area of the business.
Description
Relatório de estágio
Keywords
Hotelaria Eventos Posicionamento Porto Palácio Hotel by The Editory The Editory Collection Hotels Hospitality Events Brand positioning