| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 774.01 KB | Adobe PDF |
Orientador(es)
Resumo(s)
A implementação de práticas sustentáveis tem ganhado força em todas as áreas
do Turismo, nomeadamente na Hotelaria. De facto, com a mudança de mentalidades e
com o aumento da preocupação relativamente ao futuro e à sustentabilidade, as
unidades hoteleiras estão-se a ver confrontadas com uma nova realidade, com clientes
mais conscientes e exigentes e, consequentemente, com a necessidade de adaptação.
Assim, este trabalho de pesquisa tem como principal objetivo compreender a
importância das práticas sustentáveis nos hotéis de 4 estrelas da região Norte e,
simultaneamente, trazer um contributo prático para o setor do Turismo.
Neste estudo, foi implementada uma abordagem metodológica qualitativa, com
base na realização de entrevistas semiestruturadas, dirigidas às unidades hoteleiras de 4
estrelas da região Norte de Portugal, de modo que se conheça a implementação ou não
de práticas sustentáveis, a valorização que lhe atribuem e de que forma estas últimas são
utilizadas, com uma dimensão de Marketing, pelas empresas, para atrair potenciais
clientes. A definição da amostra teve em consideração a saturação teórica, tendo o
tratamento e a análise dos dados obtidos sido realizado a partir da transcrição de todas
as entrevistas.
Os resultados finais desta investigação evidenciaram que as unidades hoteleiras
se encontram já a revelar preocupações com a sustentabilidade e a alterar o seu modo
de atuação, na medida em que têm sido implementadas práticas sustentáveis. Contudo,
existem obstáculos a esta ação devido à falta de incentivos e de apoio aos investimentos
iniciais necessários. Além disso, foi possível, também, concluir que a presença online
possui um papel fulcral e essencial para a atração de clientes, sendo que estes, no
entanto, não dão preferência a uma unidade hoteleira pelo trabalho que esta realiza a
nível da sustentabilidade, mas sim pelos preços praticados. Assim, a posse de certificação
por parte dos hotéis, no que concerne o mercado nacional, não representa uma
vantagem competitiva. Por fim, este estudo permitiu compreender que se tem verificado
um aumento da valorização da sustentabilidade e da preocupação com os impactos da
atividade da indústria hoteleira e, consequentemente, um crescimento da
consciencialização por parte dos clientes, do staff e dos próprios hotéis, demonstrando uma maior disponibilidade por parte das unidades hoteleiras para se tornarem uma
indústria mais responsável.
The implementation of sustainable practices has been gaining strength in all areas of Tourism, particularly in the hospitality industry. In fact, with the change in attitudes and the increased concern about the future and sustainability, hotel units are being faced with a new reality, with more aware and demanding customers and, consequently, with the need to adapt. Therefore, this research work has as main goal to understand the importance of sustainable practices in 4-star hotels in the North region and, simultaneously, to make a practical contribution to the Tourism sector. A qualitative methodological approach was implemented in this research, based on semi-structured interviews, addressed to 4-star hotels in the North region of Portugal, in order to learn about the implementation or not of sustainable practices, the value they give to it and how these are used, with a marketing dimension, by companies, to attract potential customers. The definition of the sample took into consideration the theoretical saturation, with the treatment and analysis of the data obtained carried out from the transcription of all the interviews. The final results of this research showed that hotel units are already showing concerns about sustainability and changing the way in which they act, as sustainable practices have been implemented. Nevertheless, there are obstacles to this action, due to the lack of incentives and support for the necessary initial investments. Moreover, it was also possible to conclude that online presence has a decisive and essential role in attracting customers, yet they do not give preference to a hotel unit for the work it does in terms of sustainability, but for the prices charged. Thus, the possession of a certification by hotels, in relation to the national market, does not represent a competitive advantage. Lastly, this research enabled the understanding that there has been an increase in the appreciation of sustainability and concern with the impacts of the hospitality industry's activity and, consequently, an increase in awareness by clients, staff and hotels themselves, demonstrating a greater willingness by hotels to become a more responsible industry.
The implementation of sustainable practices has been gaining strength in all areas of Tourism, particularly in the hospitality industry. In fact, with the change in attitudes and the increased concern about the future and sustainability, hotel units are being faced with a new reality, with more aware and demanding customers and, consequently, with the need to adapt. Therefore, this research work has as main goal to understand the importance of sustainable practices in 4-star hotels in the North region and, simultaneously, to make a practical contribution to the Tourism sector. A qualitative methodological approach was implemented in this research, based on semi-structured interviews, addressed to 4-star hotels in the North region of Portugal, in order to learn about the implementation or not of sustainable practices, the value they give to it and how these are used, with a marketing dimension, by companies, to attract potential customers. The definition of the sample took into consideration the theoretical saturation, with the treatment and analysis of the data obtained carried out from the transcription of all the interviews. The final results of this research showed that hotel units are already showing concerns about sustainability and changing the way in which they act, as sustainable practices have been implemented. Nevertheless, there are obstacles to this action, due to the lack of incentives and support for the necessary initial investments. Moreover, it was also possible to conclude that online presence has a decisive and essential role in attracting customers, yet they do not give preference to a hotel unit for the work it does in terms of sustainability, but for the prices charged. Thus, the possession of a certification by hotels, in relation to the national market, does not represent a competitive advantage. Lastly, this research enabled the understanding that there has been an increase in the appreciation of sustainability and concern with the impacts of the hospitality industry's activity and, consequently, an increase in awareness by clients, staff and hotels themselves, demonstrating a greater willingness by hotels to become a more responsible industry.
Descrição
Dissertação de mestrado
Palavras-chave
Sustentabilidade Hotelaria Região Norte de Portugal Estratégia de marketing Sustainability Hospitality North region of Portugal Marketing strategy