The challenges of repositioning an international brand: a case study on the hospitality industry

Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is not extensive, and if the subject has been considered by a few scholars, it has been, as Ryan, Moroney, Geoghehan and Cunnigham (2007) noted ���in passing��� and ���without elaboration���. It is nevertheless considered as an integral part of ���strategic competition��� (Porter, M., 1996, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007), as well as an element indispensable to corporate transformation (Dunphy, D., Stace, D., 1993, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007). Investigating it further, looking at it in an international setting, and understanding what challenges can arise when an international firm engages in such practice is thus of interest. This is conducted looking at the recent repositioning of Accor��s brand Sofitel from the high-end to the luxury market segment of the hospitality industry.

Co-creation in hospitality industry: a case study on the drivers of traveler-generated content

User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business��� impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail ��� 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) ��� and lesser known hotels take better advantage of reviews ��� according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect ��� , this dissertation sought to understand UGC in the context of travelers from S��o Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user���s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there���s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of ���Traveler-Generated Content���.

An analysis of the perceived service quality of hospitality industry in Rio de Janeiro through the SERVQUAL model: a multiple case study

Brazil is under political and financial crises where the end seems far away. Because of that, researchers argue that the hotel rooms offered by Rio de Janeiro, built to host the Olympic Games 2016, will be difficult to occupy after the event. It is then necessary for the hotels to understand how guests perceive the service quality in order to adapt to this new era. If guests��� perceptions meet or exceed their expectations, they will be satisfied and will probably return. Thus based on the SERVQUAL approach, this paper aims to study the impact of the service dimensions on the guests��� overall satisfaction at hotels of Rio de Janeiro. Two hotels were considered representative of the city in terms of service quality and customers��� profile. Interviews to the hotel managers were performed, and questionnaires to the guests were administered. Among the five SERVQUAL dimensions ��� Reliability, Tangibles, Responsiveness, Assurance, and Empathy ��� the Empathy dimension appears to be the only one that affects the guests��� overall satisfaction. The study could also identify that gender, country of residence, home country and family income have an impact on guests��� satisfaction. This study has no intention of generalization, but rather of refining the theory about services and the SERVQUAL model.

Relat��rio de est��gio realizado no Club Sport Mar��timo, sec����o de nata����o

O relat��rio refere-se ao est��gio efectuado no Club Sport Mar��timo, sec����o de Nata����o onde se realizou um trabalho dedicado �� detec����o de erros t��cnicos em nadadores, para proceder posteriormente �� sua correc����o. Partiu-se da observa����o e posterior registo (check list) para a elabora����o de um plano de ac����o atrav��s de ���drills��� adequados para cada situa����o, de modo a corrigir os erros detectados. Para este efeito, utilizando a metodologia observacional, observaram-se os 18 nadadores que constituem a amostra, recorrendo a um instrumento adaptado e validado de acordo com os objectivos a alcan��ar. Estes nadadores foram observados ao longo da ��poca desportiva 2010/2011, em tr��s provas do Calend��rio Regional de Nata����o Pura Desportiva (NPD) da Associa����o de Nata����o da Madeira (ANM). Os resultados atingidos parecem-nos claramente positivos, j�� que foram corrigidos 84% e 86,9% dos erros inicialmente detectados, respectivamente, na t��cnica de Costas e de Crol. Podemos afirmar tamb��m que, a maior parte dos erros, foram colmatados num per��odo de tempo relativamente curto. Outros, contudo, levar��o mais tempo a serem ultrapassados, o que depender�� do grau de complexidade do erro e da maior ou menor capacidade no que toca �� aprendizagem motora do nadador em quest��o. Esperamos com este pequeno estudo poder contribuir para que os treinadores d��em a devida aten����o �� vertente t��cnica durante a planifica����o das ��pocas desportivas, o que se traduz na constru����o das sess��es de treino com drills, visando uma melhor prepara����o dos atletas para a competi����o, promovendo, desta forma o sucesso. Pensamos que vale a pena ���perder tempo��� com a aplica����o de drills em situa����o de treino, o que na realidade faz consumir muito tempo de treino (�� um trabalho minucioso e de qualidade) para ganhar tempo e n��vel t��cnico em situa����o de competi����o ��� objectivo premente para o nadador e o treinador envolvidos num contexto desta natureza.

Relat��rio de est��gio de atividade f��sica e desporto realizado no Club Sport Mar��timo

O presente relat��rio enquadra-se no ��mbito de est��gio curricular do Mestrado em Atividade F��sica e Desporto, na Universidade da Madeira. Neste sentido, o est��gio curricular foi realizado na empresa Club Sport Mar��timo, onde integrei o projeto Mar��timo LAB, o qual visa avaliar e potencializar as capacidades f��sicas dos atletas. Al��m de integrar o Projeto Mar��timo LAB, desempenhei outras fun����es n��o menos importantes, nomeadamente a integra����o enquanto treinador adjunto na equipa de Juvenis do Clube, como professor nas escolinhas de futebol e ainda a colabora����o em outras atividades dinamizadas pelo departamento de futebol jovem do clube. O projeto Mar��timo LAB, visa avaliar os atletas dos escal��es de forma����o do clube nas suas capacidades f��sicas e t��cnicas, de modo a potencializar essas mesmas capacidades atrav��s de unidades de treino prescritas consoante as maiores necessidades do atleta/equipa. Tendo em conta o trabalho desenvolvido, este projeto constituiu uma das fun����es mais exigentes do est��gio. As avalia����es realizadas aos atletas foram constitu��das por testes que visam avaliar as capacidades condicionais (velocidade, agilidade, for��a e flexibilidade), a composi����o corporal (peso, altura, per��metros corporais e pregas de adiposidade subcut��nea) e as capacidades t��cnicas (dom��nio e controlo de bola com os p��s e com o corpo, drible e passe). Os testes foram aplicados aos escal��es de forma����o do Club Sport Mar��timo, mais precisamente aos escal��es de Infantis, Iniciados, Juvenis e Juniores. Foram avaliados 241 atletas, do sexo masculino, com idades compreendidas entre os 10 e os 18 anos de idade. Ao longo da ��poca desportiva 2012/2013, os atletas foram submetidos a tr��s momentos de avalia����o, a primeira no in��cio da ��poca, a segunda no per��odo interm��dio e ��ltima no final da ��poca desportiva. Com o intuito de observar a progress��o dos atletas em rela����o ��s capacidades avaliadas, foram criados gr��ficos elucidativos que apresentam as m��dias dos resultados obtidos ao longo das tr��s avalia����es realizadas e, por fim, foram efetuadas compara����es entre os momentos de avalia����o de forma a verificar o n��vel de progress��o dos atletas durante a ��poca desportiva.

Relat��rio de est��gio curricular realizado no Club Sport Mar��timo : treino, modalidade de futebol

O treino desportivo �� visto como um processo pedag��gico que visa o desenvolvimento de capacidades t��cnico-t��cticas, f��sicas e psicol��gicas dos desportistas e das equipas no quadro espec��fico das situa����es competitivas atrav��s da pr��tica sistem��tica e planificada do exerc��cio, orientada por princ��pios e regras devidamente estabelecidas. Cabe aos treinadores estabelecer o seu modelo de treino e de jogo tendo em conta os princ��pios biol��gicos, pedag��gicos e metodol��gicos, que v��o ao encontro das necessidades dos seus desportistas e do seu escal��o et��rio. A crescente procura da pr��tica do Futebol tem contribu��ndo para o aumento de praticantes. No entanto, a sua pr��tica dever�� ocorrer em contextos de seguran��a, que devem ser proporcionados n��o s�� pelos clubes, mas objectivamente pelos treinadores O relat��rio tem como objectivo divulgar e expor as actividades e experi��ncias vividas em contexto laboral, nomeadamente em contexto do treino desportivo em Futebol, modalidade escolhida para realizar o Est��gio. Este est��gio proporcionou a aquisi����o de novas aprendizagens referentes �� metodologia do treino, ao processo de comunica����o com os jovens futebolistas quer em contexto de treino quer contexto de competi����o. Permitiu igualmente estudar diferentes vari��veis inerentes ao treino, nomeadamente a motiva����o e a percep����o de sucesso. Atrav��s dos processos de treino e do desenrolar da competi����o ao longo da ��poca desportiva, foi poss��vel avaliar a motiva����o e a percep����o de sucesso que os jovens futebolistas possu��am, tendo-se conclu��do que estes apresentavam uma orienta����o para a tarefa e uma motiva����o extr��nseca por regula����o identificada. Foi igualmente poss��vel observar e analisar alguns momentos da equipa em competi����o, nomeadamente observar o modo como a equipa recuperava a posse de bola e, a partir da recupera����o, como realizava o ataque, atrav��s do recurso �� an��lise sequencial com retardos (an��lises prospectiva e retrospectiva), verificando que a forma de recupera����o da posse de bola n��o influenciava o m��todo de ataque realizado pela equipa.

Para uma andragogia do esporte:discutindo as diretrizes e a forma����o profissional para a Educa����o F��sica de Jovens e Adultos

For the development of this research the following general objective has been formulated, indicator of the process of inquiry: To discuss the relation between the attitudinal and the sportive contents presented in the proposal of Curricular Lines for the Physical Education of Young and Adults in Brazil. According to the corporeity and the ludicity, questioning the formation of the professional of Physical Education and delineating the perspective for a sport andragogy that values the Being and the Life. From this general objective, the following objectives, which had given greater specificity to the investigative process, were defined: 1. To create the theoretical context from the corporeity/ludicity axis, articulating transversally sportive knowledge, aiming to contribute for a sport Andragogy; 2. To analyze the objectives proposed for the Physical Education of Young and Adults according to an elaborated theoretical reference and to the testimonies of the egresses of 2005 of the Physical Education course of the UFRN. 3. To interpret the relation between attitudinal and educative content from the academic reality lived by the egresses of the Physical Education course of the UFRN. 4. To understand the most urgent necessities of sustained formation of the egresses of 2005 for satisfactory performance with the Physical Education of Young and Adults. 5. To propose perspectives for the construction of a sport Andragogy from the corporeity/ludicity axis. In attendance to the nature of this research and as form of guiding ourselves in this epistemological adventure, the following ones had been basically and theoretically estimated. 1. Corporeity is a radiant focus, prime and main of educational criteria; 2. The task of the education must be carried through with men and not for men; 3. Man must only play with the beauty and with the beauty he only must play. ; 4. The sportive education must be based on esthetic and fair play. The adopted research approach is of a qualitative nature, using the interview procedure with a group consisting of twelve egresses of the Physical Education Course of the UFRN of the year of 2005.2 After the discussion of the results on the attitudinal objectives and content for the Physical Education for Adults and Young, the study shows nine themes presented by the investigated group as priorities for their sustained formation, aiming at the performance of the professional of Physical Education with the EJA: inclusive experiences; leisure and quality of life; relationships; body and personal care; social values; self esteem; sportive phenomenon; EJA training; attitudinal contents. As a contribution to the construction of knowledge for a Andragogy of Sports, the study presents a metaphorical structure called Galaxy of Knowledge righteous Glamor of integrating nine elements inspired by the Ode to the Sport of Pierre de Coubertin: life, beauty, justice, daring, honesty, joy; Fertility; progress; peace. At the heart of the structure of knowledge is righteous install a system that articulates five principles ludopoi��tico epistemological function of connecting with the righteous knowledge of the sport that must integrate the content attitudinal proposed for Fitness for Youth and Adults in order to facilitate the realization of their objectives proposed for this method of teaching

Cross-sectional association between healthy and unhealthy food habits and leisure physical activity in adolescents

Coordena����o de Aperfei��oamento de Pessoal de N��vel Superior (CAPES)

Association between regular participation in sports and leisure time behaviors in Brazilian adolescents: A cross-sectional study

Coordena����o de Aperfei��oamento de Pessoal de N��vel Superior (CAPES)

Forma����o Acad��mica em Educa����o F��sica: perfis profissionais, objetivos e fluxos curriculares.

In this research, characterized as a qualitative study, we aimed to analyze the Job Profiles, Objectives and Curriculum Flows specified in Pedagogical Projects of the undergraduate Courses of Physical Education of public, state and federal universities, in the S��o Paulo state. We also analyzed their articulations and adequacy to the Institutional Pedagogical Project and Institutional Development Plan. The latest Resolutions of Physical Education in Higher Education and conceptualizations of the Pedagogical Project of Course are presented. The method of approach is current History. There was a documental research in order to analyze the official documents. A limited offering of public courses when compared to private institutions was verified and also, there was a greater offering of bachelor degree courses (expanded and generalized formation) concerning health, sport and leisure fields. Courses defined specifically for teachers' formation and educational gap between the pedagogical discourses and the curriculum structures were also presented. In conclusion, this research indicates the necessity of a change in the curricular mentality in order to implement the pedagogical discourses of courses.

A resid��ncia secund��ria e uso do espa��o p��blico no litoral oriental potiguar

Considering that tourism tends to reproduce itself privatizing the areas where it installs, the secondary residence has been an urban element responsible for the private appropriation of the public spaces of coastal of N��sia Floresta. The private appropriation of these accesses, for secondary residences, constitute in an issue-problem of the research. The principal goal is to analyze the relationship of the consumers/users of secondary residences with the public space; and, specifically, identify how the government has been acting and manifesting itself about the occupation of the coastal of N��sia Floresta; as also to verify how the secondary residence has been appropriating privately of the public access of the coastal. On account of the scarce literature about secondary residences and the importance of the public access to beaches for the inhabitant, the present work aims to contribute to the discussion of this theme. The secondary residences in Rio Grande do Norte began in the late nineteenth century, becoming more common in the 90s, when the coast south of Natal is appropriated from local vacationers. In 2000, foreign investment began to be applied in real state and tourism, producing closed developments, served in leisure infrastructure, trade, and hospitality, mainly to external demands. The methodology included a bibliographic survey, data collection and in l��cus observation. Applied questionnaires and interviews were performed with consumers/users of the secondary residences, permanent residents and government, respectively. To the legal grounding, taken as a reference the article. 10, of the law 7.661/88 to establish that the beaches are goods of common use . Considering the conclusive analysis of the research, can be said that the right of free access and use of the beach is committed for the benefit of the consumers/users of secondary residences, due to the negligence and omission of the government

Lazer, agressividade e viol��ncia: considera����es sobre o comportamento das torcidas organizadas

O futebol possui grande representatividade social em diferentes culturas. Por��m, a paix��o despertada nas torcidas pode gerar comportamentos agressivos e violentos, em um momento que deveria ser de divers��o, caracterizando o lazer desviante, o qual ainda n��o est�� devidamente esclarecido. Esta pesquisa qualitativa teve como objetivo investigar, nos estudos acad��micos, o comportamento agressivo das torcidas organizadas e seus desdobramentos no tempo destinado ao lazer. Para tanto, na pesquisa bibliogr��fica, buscou-se informa����es em obras de refer��ncia, compostas por livros e teses, al��m da consulta a diferentes bases de dados, com os descritores: lazer, torcidas organizadas, agressividade e viol��ncia. Os resultados indicam que, independente da g��nese do comportamento agressivo, quando em presen��a de um grupo, ou dependendo do contexto sociohist��rico, da composi����o das torcidas, da viol��ncia integrante da sociedade, da m��dia, da m�� organiza����o esportiva e da impunidade, estes fatores podem afetar mudan��a no comportamento individual, contribuindo para manifesta����es agressivas e violentas no ��mbito futebol��stico em campo e nas torcidas. Este tipo de manifesta����o pode favorecer a diminui����o do p��blico nos est��dios, al��m de repercutir na delimita����o das atividades vivenciadas no contexto do lazer. Estas condutas violentas podem, at�� mesmo, acarretar graves conseq����ncias nos ��mbitos f��sico e/ou ps��quico. Por fim, aponta-se a prem��ncia de pol��ticas p��blicas espec��ficas envolvendo o lazer e os megaeventos.

O Gr��mio da Paulista e o lazer do ferrovi��rio rio-clarense

This article turns to the memory of a not too distant past, to investigate the cultural leisure evidence and its development in the city of Rio Claro which has been shown by the Recreation Club Employee of the Companhia Paulista de Estradas de Ferro (GRECPEF), identifying the leisure activities and the relation of these railway employee with the club. For the claims of the research an exploratory investigative model had been used focusing the relationship of GRECPEF with the social history of the city of Rio Claro. Data had been collected through literature review and semi-structured interviews with railway retire employee, who are part of the partner board of the Recreation Club. Within this context one can see that this club is a reference to the leisure activities of the railway employee, and has significant importance and influence on the setting up of a leisure culture in the city.

Leisure time behaviors: Prevalence, correlates and associations with overweight in Brazilian adults. A cross-sectional analysis

Coordena����o de Aperfei��oamento de Pessoal de N��vel Superior (CAPES)