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 relationship between entrepreneurial marketing and the characteristics of Thai hotels and their managers

Purpose – The purpose of this paper is to explore empirically whether there are meaningful relationships between key entrepreneurial marketing (EM) variables and the demographic characteristics of the organization and its manager. Design/methodology/approach – The data were gathered from a sample of 369 hotels from all regions of Thailand through the use of a postal survey. Several multiple regression models were used to test the relationships in the study. Interaction terms were added to some models to test the moderating effects of major demographic variables on various EM attributes. Findings – The study shows which types of hotels and which types of managers were associated with EM characteristics. The results indicate that demographic characteristics, such as age, size, location, experience, and gender, significantly explain sets of entrepreneurial marketing variables. It was found, for instance, that both a young hotel and a large hotel are positively associated with entrepreneurial marketing, while owner management is positively associated with market orientation and negatively associated with growth aspirations but has no significant relationship with entrepreneurial orientation. Originality/value – The paper provides a comprehensive overview of selected relationships between key EM dimensions in the existing literature. It is suggested that future research involves a more in-depth exploration of some of the relationships found in this study.

Relatório de estágio de marketing e promoção turística no grupo hoteleiro Lux Hotels

O presente relatório retrata a experiência vivida num estágio de marketing e promoção turística no grupo nacional hoteleiro Lux Hotels. Este relatório está estruturado em quatro capítulos de acordo com o estágio realizado. O estágio teve duração de nove meses, sendo que os primeiros sete meses decorreram no Lisboa Carmo Hotel, um dos hotéis do grupo, e os outros dois meses no departamento de marketing do grupo. O primeiro capítulo aborda a fundamentação teórica, onde são expostos e desenvolvidos os conceitos de marketing turístico, a importância do marketing no setor hoteleiro, o marketing e as relações públicas e, por fim, a importância da internet e das redes sociais no turismo. Todos estes temas estão diretamente ligados com as tarefas realizadas ao longo do estágio. O segundo capítulo descreve a empresa onde decorreu o estágio. Neste capítulo é apresentado, de forma pormenorizada, o grupo hoteleiro, a sua história, conceito e desenvolvimento, bem como uma análise pessoal ao marketing do grupo. Também neste capítulo é possível encontrar alguns aspetos personalizados acerca do Lisboa Carmo Hotel. O terceiro capítulo descreve todas as tarefas realizadas ao longo do estágio, relacionadas com marketing e promoção no turismo. Por último, o capítulo quatro são as conclusões, onde se pode ler uma análise critica acerca do estágio e tarefas desenvolvidas. Com este trabalho pretendo mostrar as funções de um agente de marketing num grupo hoteleiro a nível nacional.

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.

Aplicación de la Lógica Dominante del servicio (LDS) en el sector turístico: el marketing interno como antecedente de la cultura de co-creación de innovaciones con clientes y empleados

[ES] Este trabajo trata de profundizar en la comprensión del concepto de marketing interno (MI), considerado como un recurso operante desde la óptica de la Lógica Dominante del Servicio (LDS), así como en su influencia en la obtención de resultados empresariales superiores a los de la competencia. Para ello, se examina el efecto del MI en la predisposición de las empresas analizadas a que sus clientes y empleados de primera línea participen en el desarrollo de innovaciones de servicio, ampliando de este modo, de acuerdo con la LDS, las oportunidades de co-creación de valor disponibles para las organizaciones. Para contrastar las hipótesis planteadas se aplica un análisis de ecuaciones estructurales a la información facilitada por los gerentes de 240 hoteles de una muestra de ámbito nacional.

Plano de marketing para a empresa: Salss - Importação e Comércio Lda

Trabalho de projeto apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.

Utilidad de las relaciones estratégicas comunitarias y el marketing en la administración de negocios con clientes corporativos

Este trabajo de grado propone identificar la utilidad de las relaciones estratégicas comunitarias y el marketing en la administración de negocios con clientes corporativos, también se toman en cuenta conceptos como el marketing organizacional y relacional, estos conceptos ayudan en la investigación a determinar relaciones estratégicas entre las empresas, y el beneficio que estas le generan a las corporaciones; para así fomentar la implementación de estas estrategias en a las empresas a nivel nacional e internacional, así mismo, identificar el concepto de comunidad que tienen los clientes corporativos y como este concepto se puede adaptar al entorno que los rodea. Con el fin de entender las funciones y características de un cliente corporativo, así como su comportamiento, los objetivos específicos de la investigación son describir las estrategias de marketing en la administración de negocios con clientes corporativos, determinar si existe el concepto de comunidad en la administración de negocios con clientes corporativos y determinar si se utilizan relaciones estratégicas comunitarias en la administración de negocios con clientes corporativos. La metodología que se planteó usar fue teórica-conceptual, teniendo en cuenta el marketing y las relaciones estratégicas comunitarias de los clientes corporativos. Llevando la investigación al ámbito de la gerencia y dirección, los resultados que se obtuvieron gracias a la investigación, ayudaran a potenciar la dirección de las empresas, donde se evalué la verdadera utilidad de las estrategias basadas en las relaciones comunitarias y marketing en los negocios con clientes corporativos. Las estrategias comunitarias y el marketing influencian de manera directa las relaciones de las compañias con sus clientes corporativos, debido a que marketing nos permite extender la relación y generar una utilidad a futuro entre ambas partes. De la investigación se concluye que las empresas que logran crear estrategias comunitarias y relaciones estrechas entre ellas, tienden a tener mejores utilidades en el largo plazo y ser empresas más sostenibles.

Exploring the links between relational bonds and customer loyalty : the case of loyal Arabic guests at five-star hotels

Relationship marketing aims to build and maintain relationships between customers and organizations. While building strong bonds is a key objective of relationship marketing, limited empirical attention has been paid to the role of relational bonds on enhancing loyalty. This study explores the impact of financial, social and structural bonds on consumer loyalty, using a sample of loyal Arabic hotel guests. The results of this study suggest that structural bonds increase loyalty, although financial and social bonds were not found to have a significant impact on loyalty.

Gestão do marketing de relacionamento: um estudo em empresas hoteleiras de Natal - RN

The present study it analyzes the Management of the Marketing of strategy Relationship as distinguishing for the host s companies of the city of Natal - RN. To carry through this analysis interviews with managers had been carried through, as well as the direct comment of processes, documents, actions and strategies developed for the hotels, with intention to know the level of perception and valuation of the relationship with customers, to verify resources and technologies used in the Management of the Relationship Marketing, identification, segmentation and differentiation of customers, personalization of products and services, and results of the emphasis in the relationship with customers for the host s companies. The research can be classified as exploratory - descriptive, and its universe is limited to the city of Natal, having enclosed hotels that have carried through tourist activity in 2005 and 2006. Still on the criteria of election of the sample, the study it investigated host s companies who if fit in the category superior luxury, or either, five stars, pertaining the national nets and international. How much to the treatment and analysis of the data the was made to leave of the theoretical support of the authors who work the thematic one and of the analysis of the interviews with managers, documents and processes observed for the researcher in the studied hotels. The research sample that the interviewed ones understand the importance to work the Management of the Marketing of Relationship in the host s companies me intention to get sustainable competitive advantage. One still evidenced that the searched hotels make use of strategies and instruments of Management of the Marketing of Relationship, however without an ample theoretical knowledge and yes only as base in the experience of the managers and spread processes already, generating one moment competitive advantage and not relationships of long duration

Parametric & nonparametric approaches to event studies: an application to a hotel’s market value

The main objective of this paper is twofold: on the one hand, to analyse the impact that the announcement of the opening of a new hotel has on the performance of its chain by carrying out an event study, and on the other hand, to compare the results of two different approaches to this method: a parametric specification based on the autoregressive conditional heteroskedasticity models to estimate the market model, and a nonparametric approach, which implies employing Theil’s nonparametric regression technique, which in turn, leads to the so-called complete nonparametric approach to event studies. The results that the empirical application arrives at are noteworthy as, on average, the reaction to such news releases is highly positive, both approaches reaching the same level of significance. However, a word of caution must be said when one is not only interested in detecting whether the market reacts, but also in obtaining an exhaustive calculation of the abnormal returns to further examine its determining factors.

Industry-specific effect of CSR initiatives: hotels and airlines

Purpose – This study aims to examine the relationships between a firm's corporate social responsibility (CSR) activities and its performance and risk. The authors hypothesize that industry-level effects are highly determinant of the sign and magnitude of these relationships to establish a ranking of industries to identify the position of the most prominent tourism-related industries: hotels and airlines. Based on the cybernetic model of decision making and the heuristics thereof, shareholders base their investment decisions derived from CSR announcements on the idea that the industries behave differently; their fixed costs being a relevant factor. Design/methodology/approach – The authors estimate the industry-specific effects of CSR initiatives on firms' performance and risk using a sample of 583 announcements from the Spanish Stock Market. Findings – The results show that while CSR announcements have a positive effect on performance when the authors do not account for industry-specific factors, once the authors incorporate these factors into the analysis, the authors find that firm performance and risk vary quite substantially as a function of the industry to which the firm belongs. Interestingly, while the hotel industry presents an average behavior (standing at 9th position in returns, 15th in terms of risk, and 8th according to the ratio returns/volatility), the airline industry presents the worst situation of all industries: last in performance and last in risk. Practical implications – The results help managers assess their decisions and allocate CSR resources optimally. Originality/value – This article is the first attempt to empirically test and comprehensively detect the different relationships between CSR and firm performance across industries.

Personal Care Amenities: Are They Important Attributes in the Selection of Hotels?

Personal care amenities (PCA) are a big business in the lodging industry today. For several years hotel industry vendors and marketing consultants have claimed that PCA are very important to hotel guests and are a "must" for every hotel operation. The purpose of this study was to make one attempt to validate or discredit these claims based on actual guest feedback.