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Publication
O perfil atual dos clientes de eventos e reuniƵes corporate no concelho de Cascais, na perspetiva dos organizadores
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| 18.38 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A presente dissertaĆ§Ć£o tem o intuito de compreender qual o perfil atual dos clientes de
eventos e reuniƵes corporate no Concelho de Cascais, na perspetiva dos organizadores, de
forma a averiguar qual o padrĆ£o de procura e atitude dos clientes face a trĆŖs tendĆŖncias
atuais.
O estudo iniciou-se com a pesquisa das caracterĆsticas dos clientes corporativos durante o
processo de compra e planeamento, assim como os seus cargos e funƧƵes. AlƩm deste
aspeto, desenvolveu-se o estudo do seu perfil relativamente Ć sua atitude face a trĆŖs
tendĆŖncias globais atuais: a sustentabilidade, os eventos hĆbridos e online, e a diversidade e
inclusĆ£o. Por Ćŗltimo, focou-se na anĆ”lise da evoluĆ§Ć£o e mudanƧa do perfil no contexto
temporal prĆ© e pĆ³s 2020 (pandemia Covid-19).
Para o efeito, para alĆ©m da pesquisa efetuada atravĆ©s da revisĆ£o de literatura, foram
realizadas entrevistas a organizadores de eventos corporativos de diversas unidades
hoteleiras e espaƧos de eventos no Concelho de Cascais, assim como a organizadores que
trabalham em empresas de eventos responsƔveis por eventos corporativos que ocorrem em
diversos locais no Concelho de Cascais.
AtravƩs da anƔlise de resultados verifica-se que atualmente o perfil do cliente corporativo
no Concelho de Cascais define-se por um conjunto de caracterĆsticas diversificadas, com
um aumento de interesse por prĆ”ticas de sustentabilidade, diversidade e inclusĆ£o, no entanto
ainda com uma expressĆ£o bastante reduzida, e com uma valorizaĆ§Ć£o atual pelos eventos
hĆbridos, como complemento aos eventos presenciais. Destaca-se tambĆ©m o impacto que a
pandemia Covid-19 e as consequentes restriƧƵes tiveram na evoluĆ§Ć£o e mudanƧa do perfil,
tais como o aumento da importĆ¢ncia da flexibilidade nas condiƧƵes de contrataĆ§Ć£o dos
serviƧos, preocupaĆ§Ć£o relativamente Ć s medidas sanitĆ”rias e a procura de espaƧos exteriores.
This dissertation aims to understand the current profile of the buyers of corporate events and meetings in the Cascais Municipality, from the organizers' perspective, to ascertain the pattern of customer demand and attitude towards three current trends. The study began with the research of the characteristics of corporate clients during the buying and planning process, as well as their job roles and responsibilities. Was also developed a study of their profile regarding their attitude towards three current global trends: sustainability, hybrid and online events, and diversity and inclusion. Finally, was analyzed the evolution and change of the profile in the temporal context pre and post 2020 (Covid-19 pandemic). In addition to the research carried out through the literature review, interviews were conducted with corporate event organizers from several hotel units and event venues in the Municipality of Cascais, as well as organizers working in event companies responsible for corporate events that take place in various locations in the Municipality of Cascais. After analyzing the results of the interviews, it is possible to verify that the profile of corporate clients in the Municipality of Cascais is currently defined by a set of diversified characteristics, with a growing awareness towards sustainability, diversity and inclusion practices, although still with a very small dimension, and with a current interest for hybrid events, as a complement to face-to-face events. It is also possible to highlight the impact that the Covid-19 pandemic and the consequent restrictions had in the evolution and change of the profile, such as the increased importance of flexibility in the conditions of contracting services, concern about sanitary measures and the demand for outdoor spaces.
This dissertation aims to understand the current profile of the buyers of corporate events and meetings in the Cascais Municipality, from the organizers' perspective, to ascertain the pattern of customer demand and attitude towards three current trends. The study began with the research of the characteristics of corporate clients during the buying and planning process, as well as their job roles and responsibilities. Was also developed a study of their profile regarding their attitude towards three current global trends: sustainability, hybrid and online events, and diversity and inclusion. Finally, was analyzed the evolution and change of the profile in the temporal context pre and post 2020 (Covid-19 pandemic). In addition to the research carried out through the literature review, interviews were conducted with corporate event organizers from several hotel units and event venues in the Municipality of Cascais, as well as organizers working in event companies responsible for corporate events that take place in various locations in the Municipality of Cascais. After analyzing the results of the interviews, it is possible to verify that the profile of corporate clients in the Municipality of Cascais is currently defined by a set of diversified characteristics, with a growing awareness towards sustainability, diversity and inclusion practices, although still with a very small dimension, and with a current interest for hybrid events, as a complement to face-to-face events. It is also possible to highlight the impact that the Covid-19 pandemic and the consequent restrictions had in the evolution and change of the profile, such as the increased importance of flexibility in the conditions of contracting services, concern about sanitary measures and the demand for outdoor spaces.
Description
Keywords
Perfil dos clientes Eventos e reuniƵes corporate Cascais Sustentabilidade HĆbrido e online Diversidade e inclusĆ£o Covid-19 Corporate events and meetings Customer profile Sustainability Hybrid and online Diversity and inclusion