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Abstract(s)
O trabalho foi realizado no âmbito do mestrado de direção hoteleira – direção
comercial e marketing e com base no estágio curricular realizado entre fevereiro a agosto no
hotel NH Collection Porto Batalha, no Porto.
O objetivo principal era perceber se o hotel ao ser a “ponte” entre experiências
verdadeiras na localidade e o hóspede, aumentaria a sua satisfação e possível fidelização.
Com base no estágio realizado no departamento de Guest Relations, foi realizado um estudo
qualitativo e quantitativo aos comentários deixados pelos hóspedes na Booking, Tripadvisor
e Google, principais plataformas turísticas online para a unidade – melhor maneira atual
para poder ter noção das necessidades e preferências do cliente.
Da análise realizada, podemos concluir que apesar de haver uma grande importância
com aos serviços principais que um hotel pode oferecer, nomeadamente o quarto, são os
aspetos intangíveis que têm maior importância. Os turistas, atualmente, necessitam de
acrescentar valor ao tangível através de experiências que os façam avaliar o serviço de forma
positiva.
This work was carried out under the Master of Hotel Management - Commercial and Marketing Management and based on the curricular internship held from February to August at the NH Collection Porto Batalha Hotel, in Oporto. The main objective was to understand if the hotel, being the “bridge” between true experiences in the destiny and the guest, would increase their satisfaction and possible loyalty to the unity. Based on the internship conducted in the Guest Relations department, a qualitative and quantitative study of the comments left by guests on Booking, Tripadvisor and Google, the main online tourist platforms for the unit - was the current best way to be aware of the needs and preferences of the guest. From the analysis carried out, we can conclude that although there is great importance with the main services that a hotel can offer, namely the room, it is the intangibles that matter most. Tourists, currently, need added value to tangible through experiences that make them evaluate the service positively.
This work was carried out under the Master of Hotel Management - Commercial and Marketing Management and based on the curricular internship held from February to August at the NH Collection Porto Batalha Hotel, in Oporto. The main objective was to understand if the hotel, being the “bridge” between true experiences in the destiny and the guest, would increase their satisfaction and possible loyalty to the unity. Based on the internship conducted in the Guest Relations department, a qualitative and quantitative study of the comments left by guests on Booking, Tripadvisor and Google, the main online tourist platforms for the unit - was the current best way to be aware of the needs and preferences of the guest. From the analysis carried out, we can conclude that although there is great importance with the main services that a hotel can offer, namely the room, it is the intangibles that matter most. Tourists, currently, need added value to tangible through experiences that make them evaluate the service positively.
Description
Relatório de estágio
Keywords
Turismo Hotelaria Marketing de experiências Satisfação Fidelização Tourism Hospitality Experience marketing Satisfactions Loyalty