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Authors
Advisor(s)
Abstract(s)
O turismo de eventos tem assistido a um crescimento significativo, nas Ășltimas
décadas, desempenhando assim um papel fundamental no desenvolvimento dos
destinos turĂsticos. Com efeito, vĂĄrios sĂŁo os estudos que se tĂȘm debruçado sobre a
compreensão deste fenómeno, estudando a relação entre as diferentes tipologias de
eventos e a sua influĂȘncia nos destinos que os acolhem. Contudo, poucas sĂŁo as
publicaçÔes que analisam a relação entre os eventos que ocorrem nas cidades e a
hotelaria. Os artigos existentes que estabelecem esta relação, cingem-se ao pricing, pelo
que se torna pertinente analisar esta relação de uma forma mais abrangente,
nomeadamente as estratĂ©gias adotadas pelos hotĂ©is perante a ocorrĂȘncia de eventos nas
cidades.
O presente estudo pretende compreender a influĂȘncia que os eventos, realizados
nas cidades de Lisboa e do Porto, assumem na hotelaria, concretamente na perspetiva
do marketing hoteleiro. Para o efeito foi adotada uma metodologia de investigação
qualitativa, exploratória, descritiva e transversal, realizada através de entrevistas
semiestruturadas a sete representantes de unidades hoteleiras e quatro representantes
de entidades ligadas à organização de eventos das cidades mencionadas. Assim, o
objetivo geral da investigação é compreender de que forma é que os eventos influenciam
o marketing hoteleiro das cidades de Lisboa e do Porto.
Os resultados obtidos mostram que os eventos de negĂłcios e os eventos
desportivos sĂŁo os que assumem uma maior relevĂąncia para a indĂșstria hoteleira destas
cidades. No que se refere Ă s estratĂ©gias adotadas perante a ocorrĂȘncia de eventos na
cidade, os hoteleiros dĂŁo bastante importĂąncia Ă estratĂ©gia de preço e tĂȘm adotado, cada
vez mais, uma estratégia de marketing digital, que facilita a segmentação e alcance de
pĂșblicos especĂficos. Verificou-se tambĂ©m que a relação entre unidades hoteleiras e
entidades organizadoras de eventos, apesar de estar numa fase inicial, Ă© bastante
valorizada e que perante o cenårio atual, derivado da COVID-19, as açÔes de retoma da
indĂșstria deverĂŁo incidir em açÔes de transmissĂŁo de segurança ao cliente.
Esta investigação apresenta grande relevùncia para a årea de estudo, na medida
em que faculta informaçÔes sobre a influĂȘncia que os eventos podem exercer no planeamento e implementação de estratĂ©gias de marketing, utilizadas pelas unidades
hoteleiras para maximizar a sua receita.
Eventsâ tourism has seen a significant growth in the last decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, by studying the relationship between the different types of events and their influence on the destinations that host them. However, there are only a few studies that analyze the relationship between the events that take place in the cities and the hospitality industry. The existing articles that establish this relationship are limited to pricing strategy, so it is relevant to analyze this relationship in a broader way, especially the strategies adopted by hotels in the case of events in the cities. The present study intends to analyze the influence that events, held in the cities of Lisbon and Oporto, have on the hospitality industry, particularly from the perspective of hospitality marketing. For this purpose, a qualitative, exploratory, descriptive, and transversal research was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the mentioned cities. Thus, the general objective of this research is to understand how events influence hospitality marketing in the cities of Lisbon and Oporto. The results obtained show that business events and sports events are the most relevant for the hospitality industry in these cities. Regarding the strategies adopted in the case of events in the city hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates the segmentation and reach of specific audiences. It was also found that the relationship between hotel units and event organizers is highly valued, despite being at an early stage. Given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to communicate safety to the customer. This research has great relevance for the tourism and hospitality area, as it provides information on the influence that events can wield on the planning and implementation of marketing strategies used by hotels to maximize their revenue.
Eventsâ tourism has seen a significant growth in the last decades, playing a key role in the development of tourism destinations. In fact, several studies have focused on understanding this phenomenon, by studying the relationship between the different types of events and their influence on the destinations that host them. However, there are only a few studies that analyze the relationship between the events that take place in the cities and the hospitality industry. The existing articles that establish this relationship are limited to pricing strategy, so it is relevant to analyze this relationship in a broader way, especially the strategies adopted by hotels in the case of events in the cities. The present study intends to analyze the influence that events, held in the cities of Lisbon and Oporto, have on the hospitality industry, particularly from the perspective of hospitality marketing. For this purpose, a qualitative, exploratory, descriptive, and transversal research was adopted, carried out through semi-structured interviews with seven representatives of hotel units and four representatives of entities linked to the organization of events in the mentioned cities. Thus, the general objective of this research is to understand how events influence hospitality marketing in the cities of Lisbon and Oporto. The results obtained show that business events and sports events are the most relevant for the hospitality industry in these cities. Regarding the strategies adopted in the case of events in the city hoteliers attach great importance to the price strategy and have increasingly adopted a digital marketing strategy, which facilitates the segmentation and reach of specific audiences. It was also found that the relationship between hotel units and event organizers is highly valued, despite being at an early stage. Given the current scenario, derived from COVID-19, the industry's recovery actions should focus on actions to communicate safety to the customer. This research has great relevance for the tourism and hospitality area, as it provides information on the influence that events can wield on the planning and implementation of marketing strategies used by hotels to maximize their revenue.
Description
Dissertação de mestrado
Keywords
Turismo de eventos Hotelaria Marketing Lisboa Porto Events Tourism Hospitality Industry Lisbon Oporto