Marketing and Promotion in the Hotel Industry: A case study in Family Hotel and Hotel Group

Autores

  • Paulo Almeida IPL
  • Luís Pereira

Palavras-chave:

tourism, hospitality, hotel management, marketing, promotion, internal communication, external communication.

Resumo

Marketing shows its importance in every kind of tourist and hotel industry, since it presents itself as a tool that contributes to better management of hotel operations also help in defining appropriate strategies for their development, with the main objective, the increase in financial results. Thus, the thought of marketing and promotion strategy should be developed in a planned, staffed and structured to provide the enabling hospitality company to move the market in better condition that can ensure greater market share, making it possible to take the product or service to customers and potential customers. Marketing and promotion should define a set of actions for internal and external communication that can be put into practice by allowing hotel companies diversified forward messages with the aim of showing and raising awareness of the company, its products and services with ultimate goal of causing consumers consumer desire. To understand how marketing and promotion can take on this vital role for the hotel units, we did an exhaustive search to get collect information about: tourism, hospitality, hotel management, marketing and promotion (these topics that we consider crucial to our work research). To this was fundamental research in thematic books, consult scientific articles and academic theses already undertaken, the consultation of literature related to the two hotel units under study, conducting interviews with the direction of the family-run hotel unit for information about the hotel management and even a visit to the two hotels that were targeted by our research. After collecting and processing all the information and content that could meet the predefined objectives of our investigation, it was revealed that marketing and promotion is a vehicle of great importance for the management of hotels.

Referências

Albergaria Josefa d`Óbidos hotel (2013). Available in www.josefadobidos.com.

Albuquerque, M. L. & Godinho, C. (2001). Turismo - Diagnóstico Prospectivo. Lisboa: Gabinete de Estudos e Prospectiva Económica do Ministério da Economia.

Andrade, J. V. (2000). Turismo: fundamentos e dimensões. São Paulo: Ática.

Barreto Filho, A. (s/d). O exercício do poder em organizações hoteleiras. Porto Alegre: Dissertação (Mestrado em Comunicação Social). Faculdade de Comunicação Social, Pontifícia Universidade Católica do Rio Grande do Sul.

Baptista, M. (2003). Turismo: Gestão Estratégica. Lisboa: Verbo.

Beni, M. C. (2003). Globalização do turismo: megatendências do setor e realidade brasileira. São Paulo: Aleph.

Berry, L. (1983). Emerging Perspectives on Services Marketing. American Management Association, 25-28.

Brigs, S. (1999). Marketing para o turismo no século XXI. Lisboa: Edições CETOP.

Burkart, A. J. & Medlik, S. (1992). Tourism, Past, Present and Future. UK: Butterworth Heinemann.

Carvalheira, A., Agostinho, A., Silva, K. & Rolim, V. (2002). Tivoli Hotels & Resorts. Dissertação de Relações Públicas e Comunicação Empresarial: Comunicação no Turismo; Escola Superior de Comunicação Social. Caruana, A. (2003). The impact of switching costs on customer loyalty: a study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, 12(3).

Coltman, M. (1994). Hospitality Management Accounting. Fifth Edition, New.

Cooper, C. P. (1989). Progress in Tourism, Recreation and Hospitality Management. London: Belhaven Press, The University of Surrey.

Cooper, C., Fletcher, J., Wanhill, S., Gilbert, D. & Shepherd, R. (1998). Turismo: Princípios e Prática. São Paulo: Editora Bookman.

Costa, A. R. & Talarico, E. (2000). Marketing Promocional. São Paulo: Atlas.

Costa, J., Rita, P. & Águas, P. (2001). Tendências Internacionais em Turismo. Lisboa: Lidel – Edições Técnicas, Lda.

Cunha, L. (1997). Economia e Política do Turismo. Lisboa: McGrawHill.

Cunha, L. (2001). Introdução ao Turismo. Lisboa: Editorial Verbo.

Cunha, L. (2003). Perspectivas e Tendências do Turismo. Lisboa: Edições Universitárias Lusófonas.

Dibb, S., Simkim, L., Pride, W. & Ferrell, O. (2001). Marketing Concepts and Strategies. Boston: Houghton Mifflin.

Dionísio, P., Rodrigues, J. V., Faria, H., Canhoto, R. & Nunes, R. C. (2009). B- Mercator, Blended Marketing. Lisboa: Publicações Dom Quixote.

Gee, C. & Fayos-Sola, E. (1999). International tourism: a global perspective. Madrid: WTO.

Gee, C. & Fayos-Sola, E. (2003). Turismo Internacional uma perspectiva global. Porto Alegre: Bookman.

Gordon, I. (1998). Relationship Marketing: New Strategies, Tecniques and Technologies to Win the Customers You Want and Keep Them Forever. Ontario: John Wiley and Sons.

Hall, C. M., Jenkins, J. & Kearsley, G. (1997). Tourism Planning and Policy in Australia and New Zealand. Sydney: Irwin.

Holloway, J. C. (1989). The Business of Tourism. London: Pitman Publishing.

Hotel Tivoli Oriente (2013). Available in www.tivolihotels.com.

Instituto Nacional de Estatística (2013). Available in www.ine.pt.

Kotler, P., Bowen, J. & Makens, J. (1999). Marketing for Hospitality and Tourism. EUA: Prentice Hall.

Kotler, P. (2003). Marketing de A a Z – 80 conceitos que todo o profissional precisa saber. Rio de Janeiro: Editora Campus.

Krippendorf, J. (1989). Sociologia do Turismo. Rio de Janeiro: Editora Civilização Brasileira, SA.

Lambin, J. J. (2000). Marketing Estratégico. Lisboa: McGrawHill.

Lechter, D. (2003). Novos conceitos e tendências de gestão. Equipotel, 252, 4-5.

Lima, M. A. P. (2003). Grandes famílias, grandes empresas: ensaio antropológico sobre uma elite de Lisboa. Lisboa: Publicações Dom Quixote.

Marques, M. C. M. I. (s/d). Marketing e Comunicação: A Web como Ferramenta para a Promoção Turística dos Hotéis da Costa do Estoril. Dissertação de Mestrado pela Universidade Lusófona de Humanidades e Tecnologia.

MacIntosh, R., Goeldner, C. & Ritchie, J. R. (1995). Tourism, Principles, Practices, Philosophies. USA: John Wiley & Sons, Inc.

MacIntosh, R., Goeldner, C. & Ritchie, J. R. (2002). Turismo, Princípios, Práticas e Filosofias. São Paulo: Bookman.

Medlik, S. (2000). The Business of Hotels. Great Britain: Butterworth-Heinemann Publishing.

Peppers, D., & Rogers, M. (1999). Is Your Company Ready for One-to-One Marketing. Harvard Business Review, January/February, 151-160.

Pine R. & Go, F. (1995). Globalization Strategy in the Hotel Industry. Routledge London and New York.

Quintas, M. A. (1988). Tratado de Hotelaria. Lisboa: Instituto Nacional de Formação Turística.

Quintas, M. A. (2006). Organização e Gestão Hoteleira, I(I). Alcabideche: Oteltur.

Rublescki, A. (2009). Webmarketing e cibercliente: o marketing em tempos de “4P’s; + 2D’s + 4C’s. Brasil: Eupse.

Werner, R. A. (2004). Familia & negócios: Um camimho para o sucesso. Barueri, São Paulo: Manole.

Zeithaml, V. & Bitner, M. J. (2000). Services Marketing – Integrating Customer Across The Firm. USA: Irwin Mcgraw-Hill.

Publicado

2014-03-27

Como Citar

Almeida, P., & Pereira, L. (2014). Marketing and Promotion in the Hotel Industry: A case study in Family Hotel and Hotel Group. Tourism and Hospitality International Journal, 2(1). Obtido de https://thijournal.isce.pt/index.php/THIJ/article/view/112