| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.8 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Com o despoletar de uma pandemia, associada ao novo coronavírus (COVID19), o setor da hotelaria enfrenta obstáculos sem precedentes. Inseridas num dos
setores mais afetados pela crise pandémica, a sobrevivência das unidades
hoteleiras depende da sua capacidade de adaptação aos novos desafios que se
avizinham.
Neste âmbito, o principal objetivo da presente dissertação, é compreender as
principais alterações nas estratégias de marketing interno nas unidades
hoteleiras, face à pandemia COVID-19, mais concretamente, compreender a
importância do marketing interno para as unidades hoteleiras, compreender as
estratégias de marketing interno predominantes em unidades hoteleiras face aos
desafios da pandemia COVID-19 e compreender a capacidade de resposta das
estratégias de marketing interno nas unidades hoteleiras, face aos desafios da
pandemia COVID-19. Para tal, foi realizado um estudo com recurso a metodologia
de carácter qualitativo, em que se realizaram entrevistas semiestruturadas a
diretores de marketing de unidades hoteleiras. Neste sentido, decorre um
processo de análise que parte de um sistema de codificação e culmina na criação
de nove categorias, posteriormente complementadas por várias subcategorias,
que, por sua vez, são definidas com base na saturação teórica e através de excertos
elucidativos das entrevistas, que revelam pontos comuns nas respostas dos
participantes.
Assim, os resultados do estudo sugerem que o marketing interno é uma peça
fundamental para o sucesso das unidades hoteleiras, especialmente, no âmbito do
combate aos desafios provocados pela pandemia COVID-19.
With the outbreak of a pandemic, associated with the new coronavirus (COVID-19), the hospitality sector faces unprecedented obstacles. Inserted in one of the sectors most affected by the pandemic crisis, the survival of hotel units depends on their ability to adapt to the new challenges that arise. In this context, the main objective of this dissertation is to understand the main changes in internal marketing strategies in hotels, in view of the COVID-19 pandemic, more specifically, to understand the importance of internal marketing for hotels, to understand marketing strategies prevailing in hotels in the face of the challenges of the COVID-19 pandemic and to understand the responsiveness of the internal marketing strategies in the hotel units, in the face of the challenges of the COVID-19 pandemic. To this end, a study was carried out using qualitative methodology, in which semi-structured interviews were conducted with marketing directors of hotels of 4 and 5 stars. In this sense, there is an analysis process that starts from a coding system and culminates in the creation of nine categories, later complemented by several subcategories, which, in turn, are defined based on theoretical saturation and through clarifying excerpts from the interviews, that reveal common points in the participants' responses. Thus, the results of the study suggest that internal marketing is a key component to the success of hotel units, especially when it comes to combating the challenges caused by COVID-19 pandemic.
With the outbreak of a pandemic, associated with the new coronavirus (COVID-19), the hospitality sector faces unprecedented obstacles. Inserted in one of the sectors most affected by the pandemic crisis, the survival of hotel units depends on their ability to adapt to the new challenges that arise. In this context, the main objective of this dissertation is to understand the main changes in internal marketing strategies in hotels, in view of the COVID-19 pandemic, more specifically, to understand the importance of internal marketing for hotels, to understand marketing strategies prevailing in hotels in the face of the challenges of the COVID-19 pandemic and to understand the responsiveness of the internal marketing strategies in the hotel units, in the face of the challenges of the COVID-19 pandemic. To this end, a study was carried out using qualitative methodology, in which semi-structured interviews were conducted with marketing directors of hotels of 4 and 5 stars. In this sense, there is an analysis process that starts from a coding system and culminates in the creation of nine categories, later complemented by several subcategories, which, in turn, are defined based on theoretical saturation and through clarifying excerpts from the interviews, that reveal common points in the participants' responses. Thus, the results of the study suggest that internal marketing is a key component to the success of hotel units, especially when it comes to combating the challenges caused by COVID-19 pandemic.
Description
Dissertação de mestrado
Keywords
COVID-19 Marketing Interno Estratégias de marketing Hotelaria Estudo qualitativo Internal marketing Marketing strategies Hospitality Qualitative study