Pla de màrqueting de l’hotel Moments de Film

Treball sobre la creació d’un pla de màrqueting d’un hotel temàtic fictici. Aquest sorgeix d’un objectiu secundari fruit d’una motivació personal amb interès cap a la coneixença dels hotels temàtics, que responia a les següents preguntes: Què és un hotel temàtic? Quins tipus d’hotels temàtics podem trobar? Quan sorgeixen els hotels temàtics? El Pla de Màrqueting representa el desenvolupament d’una idea creativa, imaginant que els hotels poden ser molt més que un simple allotjament. Poden esdevenir llocs que poden conduir cap al món de les sensacions i de les experiències úniques

The influence of online reviews on consumers’ attributions of service quality and control for service standards in hotels

Online travel reviews are emerging as a powerful source of information affecting tourists' pre-purchase evaluation of a hotel organization. This trend has highlighted the need for a greater understanding of the impact of online reviews on consumer attitudes and behaviors. In view of this need, we investigate the influence of online hotel reviews on consumers' attributions of service quality and firms' ability to control service delivery. An experimental design was used to examine the effects of four independent variables: framing; valence; ratings; and target. The results suggest that in reviews evaluating a hotel, remarks related to core services are more likely to induce positive service quality attributions. Recent reviews affect customers' attributions of controllability for service delivery, with negative reviews exerting an unfavorable influence on consumers' perceptions. The findings highlight the importance of managing the core service and the need for managers to act promptly in addressing customer service problems.

Exciting Moments - Reval Hotels ja mainonnan merkitykset

Pro gradu työni käsittelee virolaisia mainoksia ja niiden kohderyhmiä. Tutkimusaihe on erityisen mielenkiintoinen, sillä virolaisesta mainonnasta on tehty kansainvälisellä tasolla varsin vähän tutkimuksia. Halusin pro gradu -työssäni selvittää, mitä analysoimillani mainoksilla halutaan viestiä, kenelle ne suunnataan sekä millaisin kielellisin ja kuvallisin keinoin niitä tuotetaan. Käytin tutkimuksen materiaalina kuutta Reval Hotels ketjun mainosta, jotka ovat ilmestyneet viron- ja/tai englanninkielisinä viimeisen kahden vuoden aikana lehdissä, esitteissä tai hotellissa pöytä- tai seinämainoksina. Tutkimukseni teoreettinen viitekehys perustui kolmeen erilaiseen näkökulmaan: mainostekstien tutkimukseen, semiotiikkaan sekä Pierre Bourdieun teoriaan symbolisesta pääomasta ja sosiaalisten luokkien eroista. Sosiologisen näkökulman käyttö oli perusteltua erityisesti sen uutuusarvon vuoksi, sillä Bourdieun teoriaa ei ole aikaisemmin hyödynnetty virolaisten mainosten tutkimuksessa. Mainosten kuvien ja tekstien analyysi osoitti, että mainokset olivat rakenteellisesti oikeaoppisesti laadittuja. Mainoksista löytyi lukuisia symbolisen pääoman elementtejä, kuten englannin kieli, raha, aika, tehokkuus ja eurooppalaisuus. Mainokset olivat samalla varsin konservatiivisia ja yllätyksettömiä. Materiaalin joukosta erottui kuitenkin yksi mainos, jolla rikottiin perinteisen mainostamisen kaavaa ja josta avautui paljon erilaisia merkityksiä. Johtopäätöksenä voitiin muun muassa todeta, että Reval Hotels voi markkinointistrategiaansa kehittämällä hankkia itselleen uusia tuottavia kohderyhmiä. Pro gradu työtäni voi myöhemmin laajentaa esimerkiksi vertailevaksi jatkotutkimukseksi, jossa tarkastellaan useampien Virossa toimivien hotellien mainontaa.

Gottschalk Family on porch of Kurhaus Brunig; Norderney, Germany. Business Establishments; Hotels

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Gottschalk Family on porch of Kurhaus Brunig; Norderney, Germany. Business Establishments; Hotels

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Abbazia Hotel; Pensione Istria Business Establishments; Hotels

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Test document - Investigation into the supply and demand of breakfast muffins in Paris hotels.

This survey was undertaken by the film crew accompanying Cary Grant when making the film "Charade" in 1963.

Guest reputation indexes to analyze hotel’s online reputation using data extracted from OTAs

Nowadays many travelers use online travel agency (OTAs) to book flights, hotel rooms, rent-a-cars, cruises or entire vacation packages. Usually OTAs allow their users to give scores and to write reviews about what was used. Each OTA defines the terms and conditions for guest rating or review score and hoteliers are giving increasing importance to the scores and reviews their guests do in OTAs. This paper proposes two guest reputation index to help hoteliers to monitorize their presence in OTAs. The Aggregated Guest Reputation Index (AGRI), which shows the positioning of a hotel in different OTAs and it is calculated from the scores obtained by the hotels in those OTAs. Another one, the Semantic Guest Reputation Index (SGRI), which incorporates the social reputation of a hotel and that can be visualized through the development of word clouds or tag clouds. Examples of usage of these indexes are given with data extracted from 5-stars hotels in the Algarve, south region of Portugal, that are available on Booking and Expedia.

As relações públicas para além das guest relations: relatório de estágio no grupo Porto Bay Hotels & Resorts

Foi realizado um estágio no grupo Porto Bay Hotels & Resorts, um grupo hoteleiro da Região Autónoma da Madeira, com a duração de três meses. Apresenta-se assim no presente trabalho uma perspectiva das Relações Públicas no sector do turismo e hotelaria bem como a discussão do porquê do afunilamento desta função de gestão das relações entre as organizações e os seus públicos nas Guest Relations em algumas das unidades hoteleiras em que trabalhámos. O turismo é actualmente um dos principais sectores da economia mundial. A sobrevivência de um destino turístico, unidade hoteleira ou mesmo de um resort, depende em muito da percepção que os seus stakeholders têm da qualidade dos seus serviços. Assim as Relações Públicas, como em outros sectores, assumem um papel de destaque sendo que estas têm a capacidade de trabalhar a relação entre uma organização e os seus stakeholders, gerindo conflitos e expressando uma identidade positiva sobre a mesma e trabalhando a sua reputação e visibilidade. Em suma este trabalho pretende compreender e reflectir sobre as relações públicas no sector do turismo e hotelaria mesmo quando não o são assim entendidas. Defender-se-á uma perspectiva global, integrada e proactiva das Relações Públicas no sector hoteleiro.

Key performance indicators and the balanced scorecard at the Luxury Brand Hotels of Pestana Group

Traditional approaches to evaluate performance in hotels, have mainly used financial measures. Building on Speckbacher et al. (2003), this Work Project aims to design and propose a Balanced Scorecard Type II as a performance measurement/management system for the hospitality industry based on data collected at the Luxury Brand Hotels of Pestana Group. The main contribution is to better align the vision, strategy and financial and non-financial performance measures in this category of hotels, in particular those of Pestana Group, and by doing so, lead their managers to focus on what is really critical and, consequently improve the overall performance.

Vila Galé hotels' internationalization to Cape Verde

The intent of this paper is to assess the most suitable internationalization strategy for Vila Galé Hotels into the Cape Verdean market (namely into Sal Island), under an investment on a 5-star resort with an all-inclusive system. First, the company’s historic moves onto opening new business units, its corporate strategy triangle and its brand communication channels were studied. Afterwards, the macroeconomics, the hotel industry and other relevant trends of the country at stake were analysed in order to understand the best positioning for Vila Galé in the market as well as the most fitting plan for the project. Finally, it was shown that building a 5-star resort is the most appropriate mode of entry into this market. Keywords:

Pla de màrqueting: El Santuari dels Àngels

L’objectiu principal és realitzar un acurat Pla de Màrqueting del Santuari dels Àngels. S’estudiarà l’empresa i els productes que ofereix, i la competència i el mercat en general. La finalitat és definir els diferents productes que ofereix el Santuari per tal de poder segmentar el públic objectiu al qual es dirigeixen i, així, poder establir eines de comunicació específiques per a cadascun d’ells que permetin que el Santuari es situï en una posició competitiva en el mercat