| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.83 MB | Adobe PDF |
Advisor(s)
Abstract(s)
No mercado competitivo atual, investir nos recursos humanos é um elemento que
promove a diferenciação. Na indústria hoteleira, que pertence ao setor dos serviços
intangíveis e abstratos, frequentemente a forma como o serviço é fornecido possui maior
relevância do que simplesmente o ambiente físico proporcionado pelo hotel. Por essa razão,
o capital humano é extremamente importante para a atividade hoteleira, exigindoue as
organizações desenvolvam estratégias eficazes para atrair, reter e motivar seus
colaboradores.
O marketing interno, pode ser definido como um conjunto de ações de marketing
institucional realizadas pela empresa e direcionadas aos seus colaboradores. Essas ações têm
como objetivo atrair, atribuir responsabilidades, desenvolver, recompensar, fidelizar e
monitorar os colaboradores, considerando-os como seus clientes internos. O objetivo é criar
uma boa imagem entre os mesmos, buscando satisfazer as suas necessidades, alinhadas com
os objetivos da empresa.
Quando a empresa reconhece o valor dos recursos humanos, percebe que somente
através das pessoas é possível alcançar resultados satisfatórios, com qualidade e eficiência,
proporcionando uma vantagem competitiva. A gestão estratégica dos recursos humanos
desempenha um papel crucial nesse processo, e o marketing interno pode ser uma ferramenta
eficaz para fortalecer a perceção dos colaboradores sobre a organização.
O estágio curricular tem como objetivo investigar como o Marketing Interno pode ser
utilizado na gestão estratégica dos recursos humanos na indústria hoteleira. A metodologia
escolhida é um estudo de caso num hotel de cinco estrelas na cidade do Porto, com o objetivo
de identificar quais as ferramentas de Marketing Interno que são utilizadas pelo hotel,
compreender de que forma o Marketing Interno pode ser utilizado como ferramenta para a
Gestão de Recursos Humanos e analisar se essas práticas contribuem para o
comprometimento e a satisfação e dos colaboradores.
Espera-se que este estudo forneça uma compreensão sobre como o Marketing Interno
pode ser usado como uma ferramenta eficaz para fortalecer a gestão estratégica dos recursos
humanos no setor hoteleiro.
In today's competitive market, investing in human resources is an element that promotes differentiation. In the hotel industry, which belongs to the intangible and abstract serv5ices sector, the way in which the service is provided is often more important than simply the physical environment provided by the hotel. For this reason, human capital is extremely important to the hotel business, requiring organizations to develop effective strategies to attract, retain and motivate their employees. Internal marketing can be defined as a set of institutional marketing actions carried out by the company and aimed at its employees. These actions aim to attract, assign responsibilities, develop, reward, retain and monitor employees, considering them as internal customers. The aim is to create a good image among them, seeking to satisfy their needs in line with the company's objectives. When a company recognizes the value of human resources, it realizes that only through people can it achieve satisfactory results, with quality and efficiency, providing a competitive advantage. Strategic human resources management plays a crucial role in this process, and internal marketing can be an effective tool for strengthening employees' perceptions of the organization. The aim of this internship is to investigate how internal marketing can be used for the strategic management of human resources in the hotel industry. The methodology chosen is a case study in a five-star hotel in the city of Porto, with the aim of identifying which internal marketing tools are used by the hotel, understanding employees' perceptions of the internal marketing strategies used and analyzing whether these practices contribute to employee satisfaction and motivation, reducing the high turnover common in the sector. It is hoped that this study will provide an in-depth understanding of how internal marketing can be used as an effective tool to strengthen the strategic management of human resources in the hotel sector.
In today's competitive market, investing in human resources is an element that promotes differentiation. In the hotel industry, which belongs to the intangible and abstract serv5ices sector, the way in which the service is provided is often more important than simply the physical environment provided by the hotel. For this reason, human capital is extremely important to the hotel business, requiring organizations to develop effective strategies to attract, retain and motivate their employees. Internal marketing can be defined as a set of institutional marketing actions carried out by the company and aimed at its employees. These actions aim to attract, assign responsibilities, develop, reward, retain and monitor employees, considering them as internal customers. The aim is to create a good image among them, seeking to satisfy their needs in line with the company's objectives. When a company recognizes the value of human resources, it realizes that only through people can it achieve satisfactory results, with quality and efficiency, providing a competitive advantage. Strategic human resources management plays a crucial role in this process, and internal marketing can be an effective tool for strengthening employees' perceptions of the organization. The aim of this internship is to investigate how internal marketing can be used for the strategic management of human resources in the hotel industry. The methodology chosen is a case study in a five-star hotel in the city of Porto, with the aim of identifying which internal marketing tools are used by the hotel, understanding employees' perceptions of the internal marketing strategies used and analyzing whether these practices contribute to employee satisfaction and motivation, reducing the high turnover common in the sector. It is hoped that this study will provide an in-depth understanding of how internal marketing can be used as an effective tool to strengthen the strategic management of human resources in the hotel sector.
Description
Relatório de estágio
Keywords
Marketing interno Gestão de Recursos Humanos Comunicação interna Internal marketing Human resources management Internal communication