Marketing no setor hoteleiro : estudo de caso - Vila Galé
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2024
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O presente Relatório de Estágio procura relatar o percurso realizado durante quatro meses de estágio, no Grupo Vila Galé. O marketing tem vindo a afirmar-se, cada vez mais, como uma área indispensável no setor hoteleiro, pois contribui para que as empresas consigam atrair, conquistar e fidelizar clientes num mercado altamente competitivo. No setor hoteleiro, o marketing assume um papel fundamental no que toca à promoção dos serviços e comodidades oferecidas pelas unidades hoteleiras, na criação de uma imagem de marca positiva e diferenciada, e, consequentemente, no auxílio do crescimento da ocupação e satisfação dos consumidores. Neste setor, existem diversas ferramentas de marketing que poderão ser utilizadas de forma a promover os hotéis, alcançar o público-alvo e impulsionar o crescimento da empresa, fazem parte dessas estratégias a criação de um plano de marketing digital completo (website e redes sociais, newsletters, publicidade online e estratégias de SEO), a implementação de programas de fidelização e realização de parcerias estratégicas com entidades que, partilhando o mesmo público-alvo, possam contribuir para o aumento de visibilidade da marca. Este trabalho de investigação tem como objetivo analisar algumas dessas estratégias no departamento de Marketing do Grupo Vila Galé, no âmbito de um estágio curricular de mestrado. Para isso, será utilizada uma abordagem metodológica qualitativa, que incluirá observação participante e entrevistas semi-estruturadas com profissionais especializados nas áreas em questão. Os resultados desta pesquisa levam a sugerir que este grupo hoteleiro optou por utilizar diferentes técnicas de marketing direcionadas para públicos diferentes de acordo com os objetivos e resultados alcançados. Palavras-chave: Marketing; Redes Sociais; Setor Hoteleiro; Fidelização; Merchandising; Grupo Vila Galé.
This Internship Report seeks to describe the journey taken during four months of internship at the Vila Galé Group. Marketing has increasingly established itself as a necessary area in the hotel sector, as it helps companies attract, win and retain customers in a highly competitive market. In the hotel sector, marketing plays a fundamental role in promoting the services and amenities offered by hotel units, creating a positive and differentiated brand image, and, consequently, helping to increase occupancy and consumer satisfaction. In this sector, there are several marketing tools that can be used to form the promotion of hotels, reach the target audience and contribute to the company's growth. Part of these strategies is the creation of a complete digital marketing plan (website and social networks, newsletters, online advertising and SEO strategies), the implementation of loyalty programs and strategic partnerships with entities that, sharing the same target audience, can contribute to increasing the brand's visibility. This research work aims to analyse some of these strategies in the Marketing department of the Vila Galé Group, as part of a master's degree internship. To achieve this, a qualitative methodological approach will be used, which will include participant observations and semi-structured interviews with professionals specialized in the areas in question. The results of this research suggest that this hotel group chose to use different marketing techniques aimed at different audiences according to the objectives and results achieved. Keywords: Marketing; Social Media; Hotel Sector; Customer Loyalty; Merchandising; Vila Galé Group.
This Internship Report seeks to describe the journey taken during four months of internship at the Vila Galé Group. Marketing has increasingly established itself as a necessary area in the hotel sector, as it helps companies attract, win and retain customers in a highly competitive market. In the hotel sector, marketing plays a fundamental role in promoting the services and amenities offered by hotel units, creating a positive and differentiated brand image, and, consequently, helping to increase occupancy and consumer satisfaction. In this sector, there are several marketing tools that can be used to form the promotion of hotels, reach the target audience and contribute to the company's growth. Part of these strategies is the creation of a complete digital marketing plan (website and social networks, newsletters, online advertising and SEO strategies), the implementation of loyalty programs and strategic partnerships with entities that, sharing the same target audience, can contribute to increasing the brand's visibility. This research work aims to analyse some of these strategies in the Marketing department of the Vila Galé Group, as part of a master's degree internship. To achieve this, a qualitative methodological approach will be used, which will include participant observations and semi-structured interviews with professionals specialized in the areas in question. The results of this research suggest that this hotel group chose to use different marketing techniques aimed at different audiences according to the objectives and results achieved. Keywords: Marketing; Social Media; Hotel Sector; Customer Loyalty; Merchandising; Vila Galé Group.
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COMMUNICATION, INTERNSHIP REPORTS, COMMUNICATION STRATEGIES, ECONOMIC SUSTAINABILITY, SOCIAL NETWORKS, DIGITAL MARKETING, HOTEL INDUSTRY, CUSTOMER LOYALTY, MARKETING, MERCHANDISING, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, RELATÓRIOS DE ESTÁGIO, ESTRATÉGIAS DE COMUNICAÇÃO, REDES SOCIAIS, MARKETING DIGITAL, HOTELARIA, FIDELIZAÇÃO DE CLIENTES, Mestrado em Ciências da Comunicação, Marketing e Publicidade