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Advisor(s)
Abstract(s)
O aumento da procura do turismo de eventos originou a temática deste estudo em que
se pretende perceber “O papel do departamento de eventos na estratégia de
posicionamento na hotelaria”. De forma a compreender a envolvente desta temática,
foram definidos objetivos específicos, analisadas as críticas e comentários dos clientes
nas redes sociais e plataformas de avaliação do Hotel Minho e Restaurante Dom Júlio e,
realizadas entrevistas aos colaboradores da unidade de forma a perceber o seu
posicionamento estratégico.
Estruturalmente, o estudo divide-se em três grandes partes: a primeira que engloba
revisão de literatura através de artigos científicos importantes para aprofundar
conhecimento em temas como o turismo, turismo de eventos, marketing, estratégia e
posicionamento; a segunda, foca-se na análise da perceção dos colaboradores e clientes
acerca do hotel, os seus serviços e o seu posicionamento; a terceira, reflete um manual
com sugestões estratégicas de forma a melhorar o posicionamento e a relevância do
departamento de eventos na estratégia de posicionamento do Hotel Minho.
Os resultados demonstram que ainda há espaço para melhorar o papel do departamento
de eventos através de estratégias que podem incluir formação de equipas e
comunicação.
The increase in demand for event tourism originated the theme of this study which aims to understand "The role of the events department in the hotel positioning strategy". In order to understand the environment of this theme, specific objectives were defined, the reviews and comments of customers on social networks and evaluation platforms of the Hotel Minho and Restaurant Dom Júlio were analyzed and interviews were conducted with the employees of the unit in order to understand its strategic positioning. Structurally, the study is divided into three major parts: the first encompasses literature review through important scientific articles to deepen knowledge on topics such as tourism, event tourism, marketing, strategy and positioning; the second focuses on the analysis of the perception of employees and customers about the hotel, its services and its positioning; the third reflects a manual with strategic suggestions to improve the role of the events department in the positioning strategy of Hotel Minho. The results demonstrate that there is still room to improve the role of the events department through strategies that can include team building and communication.
The increase in demand for event tourism originated the theme of this study which aims to understand "The role of the events department in the hotel positioning strategy". In order to understand the environment of this theme, specific objectives were defined, the reviews and comments of customers on social networks and evaluation platforms of the Hotel Minho and Restaurant Dom Júlio were analyzed and interviews were conducted with the employees of the unit in order to understand its strategic positioning. Structurally, the study is divided into three major parts: the first encompasses literature review through important scientific articles to deepen knowledge on topics such as tourism, event tourism, marketing, strategy and positioning; the second focuses on the analysis of the perception of employees and customers about the hotel, its services and its positioning; the third reflects a manual with strategic suggestions to improve the role of the events department in the positioning strategy of Hotel Minho. The results demonstrate that there is still room to improve the role of the events department through strategies that can include team building and communication.
Description
Trabalho de projeto
Keywords
Hotel Minho Hotelaria Eventos Posicionamento Estratégia Marketing Hospitality Events Positioning Strategy Marketing