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Publication
Marketing interno : uma proposta para o setor turístico açoriano
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Resumo, Índice, Introdução | 255.77 KB | Adobe PDF | ||
| Documento Principal | 1.88 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
No atual contexto de grande desenvolvimento e mudanças profundas no setor turístico dos Açores, ganha cada vez maior relevância, num mercado composto maioritariamente por atividades de alto contato, desenvolver mecanismos capazes de garantir o crescimento e retenção dos melhores colaboradores, otimizando os custos, e assegurando a entrega de um serviço de excelência. Esta investigação pretende, dessa forma, expor o Marketing Interno como o novo caminho a seguir nesse sentido, analisando a evolução do construto, quer a nível teórico, desde os conceitos que estão na sua raiz, até à sua conceção e evolução para o estado atual, quer a nível prático, através da análise de uma série de casos de estudo documentados. Também é efetuado um estudo estatístico utilizando um inquérito de medição de satisfação profissional, o Índice Descritivo do Trabalho, aplicado a 119 colaboradores, para determinar se é justificável a implementação do Marketing Interno nas empresas hoteleiras açorianas. É demonstrado que entre amostra em estudo, a satisfação profissional não é reduzida, no entanto, a aplicação de práticas e políticas de Marketing Interno poderão de igual modo ser justificáveis, dado que os incentivos monetários tradicionais não parecem ter grande peso na criação dessa mesma satisfação, e estes mecanismos asseguram vantagens sustentadas e competitivas que vão de encontro às necessidades que se detetam no setor, na Região, atualmente.
ABSTRACT: In the current context of great development and profound changes in the tourism sector of the Azores, a market comprised mainly by high contact activities, it becomes ever more relevant the need to develop mechanisms capable of guaranteeing the growth and retaining of the best staff, optimizing costs and assuring the delivery of excellent service. The present investigation intends to present Internal Marketing as a new course of action in this sense, analysing the evolution of the construct, either theoretically, starting with the concepts that are at it’s roots, all the way up to the conception and evolution to the present day, either in a practical sense, through the analysis of a series of documented case studies. A statistical study is also performed, employing a survey that measures job satisfaction. The Job Descriptive Index, distributed between 119 respondents, to determine if the implementation of Internal Marketing in the azorian hotel enterprises is justified. It is demonstrated that job satisfaction is not low for the studied sample, but the application of Internal Marketing practices and policies might still be justifiable, since traditional monetary incentives don’t seem to have much of an impact on the building of job satisfaction in this context, and these mechanisms assure competitive and sustained advantages, which meets the current needs detected in this sector, for the Region in question, in the present day.
ABSTRACT: In the current context of great development and profound changes in the tourism sector of the Azores, a market comprised mainly by high contact activities, it becomes ever more relevant the need to develop mechanisms capable of guaranteeing the growth and retaining of the best staff, optimizing costs and assuring the delivery of excellent service. The present investigation intends to present Internal Marketing as a new course of action in this sense, analysing the evolution of the construct, either theoretically, starting with the concepts that are at it’s roots, all the way up to the conception and evolution to the present day, either in a practical sense, through the analysis of a series of documented case studies. A statistical study is also performed, employing a survey that measures job satisfaction. The Job Descriptive Index, distributed between 119 respondents, to determine if the implementation of Internal Marketing in the azorian hotel enterprises is justified. It is demonstrated that job satisfaction is not low for the studied sample, but the application of Internal Marketing practices and policies might still be justifiable, since traditional monetary incentives don’t seem to have much of an impact on the building of job satisfaction in this context, and these mechanisms assure competitive and sustained advantages, which meets the current needs detected in this sector, for the Region in question, in the present day.
Description
Dissertação de Mestrado, Ciências Económicas e Empresariais, 17 de fevereiro de 2017, Universidade dos Açores.
Keywords
Gestão de Recursos Humanos Marketing Turismo Açores Human Resource Management Job Satisfaction Tourism Azores
Citation
Fonseca, Ricardo Jorge Matos. "Marketing interno: uma proposta para o setor turístico açoriano". 2017. 92 p.. (Dissertação de Mestrado em Ciências Económicas e Empresariais). Ponta Delgada: Universidade dos Açores, 2016. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/4231>.