Loading...
Publication
As práticas de revenue management por parte dos empreendimentos turísticos : análise de casos em São Miguel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 878.46 KB | Adobe PDF |
Advisor(s)
Abstract(s)
O presente trabalho de investigação foi realizado com a finalidade de analisar a perceção dos gestores hoteleiros da ilha de São Miguel sobre o revenue management e identificar as práticas de gestão de receitas utilizadas nas unidades hoteleiras. Este tema revela-se pertinente dado a escassez de estudos nesta área na Região Autónoma dos Açores. Desta forma, selecionaram-se unidades hoteleiras de diferentes tipologias e com diferentes características para a recolha de dados qualitativos, através de entrevistas semiestruturadas aos diretores hoteleiros.
Com base nas entrevistas pode-se concluir que um dos grandes impulsionadores para esta forte tendência de melhorar e inovar o revenue management foi a liberalização do espaço aéreo, medida política que providenciou ao destino Açores a vinda de mais turistas e, consequentemente, uma maior competitividade no setor turístico.
Também foi possível aferir que os responsáveis das unidades hoteleiras estão cada vez mais informados e consciencializados sobre esta temática, embora ainda estejam em fase de aprendizagem e desenvolvimento. Por outro lado, verificou-se a existência de lacunas no que diz respeito a algumas práticas de revenue management, nomeadamente a falta de softwares de forecasting, a pouca utilização do overbooking, o desconhecimento detalhado do cliente que usufrui do serviço devido à inexistência de softwares de customer relationship management (CRM) nas unidades hoteleiras e ainda a necessidade de proporcionar formação especializada a toda a organização.
ABSTRACT: This research paper was carried out with the purpose of identifying the revenue management practices of hotel managers in the island of São Miguel and understanding their perceptions of revenue management in the local hotel industry. This study is particularly relevant given the limited secondary research in this field in the region of the Azores. For purposes of fair representation, hotels of different typologies and with different characteristics were selected and qualitative data was collected through semi structured interviews with hotel managers. Based on the interviews conducted, it can be concluded that one of the main drivers of the current trend of innovation in revenue management in the hotel industry was the deregulation of the airline industry, a political decision that positioned the Azores as a more marketed tourist destination. This resulted in a more efficient and competitive marketplace within the tourism industry. We can ascertain that hotel managers have become increasingly aware of this issue but are still predominantly in the learning and development phase. Nevertheless, we identified some gaps in current revenue management practices, namely the lack of forecasting software, the underutilization of the overbooking, a lack of in-depth knowledge of target customer due to the absence of customer relationship management (CRM) software in hotel units, as well as the need for specialized training for the entire organization.
ABSTRACT: This research paper was carried out with the purpose of identifying the revenue management practices of hotel managers in the island of São Miguel and understanding their perceptions of revenue management in the local hotel industry. This study is particularly relevant given the limited secondary research in this field in the region of the Azores. For purposes of fair representation, hotels of different typologies and with different characteristics were selected and qualitative data was collected through semi structured interviews with hotel managers. Based on the interviews conducted, it can be concluded that one of the main drivers of the current trend of innovation in revenue management in the hotel industry was the deregulation of the airline industry, a political decision that positioned the Azores as a more marketed tourist destination. This resulted in a more efficient and competitive marketplace within the tourism industry. We can ascertain that hotel managers have become increasingly aware of this issue but are still predominantly in the learning and development phase. Nevertheless, we identified some gaps in current revenue management practices, namely the lack of forecasting software, the underutilization of the overbooking, a lack of in-depth knowledge of target customer due to the absence of customer relationship management (CRM) software in hotel units, as well as the need for specialized training for the entire organization.
Description
Dissertação de Mestrado, Gestão de Empresas (MBA), 9 de julho de 2021.
Keywords
Gestão Hoteleira Gestão de Receita Turismo Dynamic Pricing Hotel Management Revenue Management
Pedagogical Context
Citation
Cruz, António Carlos Quental Correia (2021). "As práticas de revenue management por parte dos empreendimentos turísticos: análise de casos em São Miguel", 75 p.. Mestrado em Gestão de Empresas (MBA). Ponta Delgada: Universidade dos Açores. [Consult. Dia Mês Ano]. Disponível em www:<http://hdl.handle.net/10400.3/6151>