Revenue management nas companhias aéreas: alteração de modelos tarifários
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Data
2019
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Ao longo desta dissertação estudou-se o impacto do Revenue management e
elasticidade de preço na rentabilidade de uma companhia aérea, tendo como objectivo
entender o impacto que as politicas tarifárias, Marketing e a competitividade no mercado têm
na rentabilidade da mesma e avaliar a diferença entre uma companhia aérea Low Cost e
Legacy. Efectuou-se a pesquisa de artigos que abrangem-se o tema do estudo, com o auxílio
do Google Académico, procedendo-se à avaliação, selecção e tratamento dos variados artigos.
Posteriormente analisaram-se os dados obtidos, referentes ao modelo conceptual do estudo,
através de estatística discretiva, correlações, testes de hipóteses e regressão linear. Constatouse
que as políticas tarifárias afectam a rentabilidade de uma companhia aérea, afectando assim
o seu Revenue Management. Observou-se também que o Marketing não tem influência na
rentabilidade de uma companhia aérea, resultados que não vão ao encontro com a revisão de
literatura do estudo. Para reforço da exactidão dos resultados obtidos, em futuros estudos
sobre o tema, seria ideal um aumento da amostra. Considera-se que também é possível aplicar
o modelo conceptual para o estudo de outros sectores do turismo.
It was studied the impact of Revenue Management and the price elasticity in the profitability of an airline, this dissertation aims to understand the impact that tariff policies, Marketing and market competitiveness has on its profitability as well to evaluate the difference between a Low Cost and a Legacy airline. It was searched for articles that covered the subject of the study, with the help of Google Scholar, proceeding to the evaluation, selection and treatment of the various articles obtained. Later, the data was analyzed, referring to the conceptual model of the study, through descriptive statistics, correlations, hypothesis tests and linear regression. The results show that the tariff policies affect the profitability of an airline, thus affecting its Revenue Management. It was also observed that the marketing had no influence on the profitability of an airline, which doesn’t match with the literature review of the study. For the increase of the accuracy of the obtained results, in future studies on the subject, it would be ideal an increase of the sample. It’s also considered possible to apply the conceptual model for the study in other tourism sectors.
It was studied the impact of Revenue Management and the price elasticity in the profitability of an airline, this dissertation aims to understand the impact that tariff policies, Marketing and market competitiveness has on its profitability as well to evaluate the difference between a Low Cost and a Legacy airline. It was searched for articles that covered the subject of the study, with the help of Google Scholar, proceeding to the evaluation, selection and treatment of the various articles obtained. Later, the data was analyzed, referring to the conceptual model of the study, through descriptive statistics, correlations, hypothesis tests and linear regression. The results show that the tariff policies affect the profitability of an airline, thus affecting its Revenue Management. It was also observed that the marketing had no influence on the profitability of an airline, which doesn’t match with the literature review of the study. For the increase of the accuracy of the obtained results, in future studies on the subject, it would be ideal an increase of the sample. It’s also considered possible to apply the conceptual model for the study in other tourism sectors.
Descrição
Orientação: Álvaro Lopes Dias
Palavras-chave
MESTRADO EM TURISMO, TURISMO, COMPANHIAS AÉREAS, VOOS LOW COST, POLÍTICA DE PREÇOS, MARKETING, TOURISM, AIRLINES, LOW COST FLIGHTS, PRICING POLICY, MARKETING, REVENUE MANAGEMENT