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Estratégias de valorização da gastronomia na perspetiva do departamento de Food & Beverage. Estudo de caso The Hotel Brussels
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| 3.67 MB | Adobe PDF |
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Abstract(s)
Atualmente, a atividade turística é marcada pela existência de consumidores cada vez mais esclarecidos que procuram experiências autênticas de aprendizagem. Neste sentido, tem-se vindo a assistir ao aumento de turistas que viajam em busca de experiências culinárias, isto é, o turismo gastronómico. A valorização da gastronomia enquanto recurso cultural intangível, surge como um importante meio para a diferenciação de um destino turístico e para a criação de riqueza e emprego. Paralelamente, a indústria hoteleira, mais concretamente, o departamento de Food & Beverage (F&B), encontra-se permanentemente sujeita às constantes mudanças das necessidades e exigências do consumidor. Caracterizado pelo seu baixo nível de produtividade e rendimento, existe a ideia generalizada de que o departamento de F&B não acrescenta valor às unidades hoteleiras. Contudo, estudos recentes indicam que a qualidade da oferta de F&B é um dos fatores que influenciam a seleção de hotéis de serviço completo e que, ao prestar uma maior atenção à gestão deste serviço é possível alargar as receitas do departamento de alojamento.
O presente relatório tem como objetivo realizar uma análise sobre a valorização da gastronomia através do funcionamento do departamento de F&B da entidade de acolhimento – The Hotel Brussels – situado no coração de Bruxelas. Para este efeito, este estudo apresenta numa fase inicial, uma revisão de literatura de modo a enquadrar os conceitos de Turismo, Gastronomia, Turismo Gastronómico, Unidades Hoteleiras e Departamento de Food & Beverage. De seguida, foram realizadas análises SWOT para cada um dos serviços existentes no hotel em estudo (Pequeno-almoço / The Restaurant / Room Service / The Bar / M&E), e foram recolhidos comentários publicados na plataforma Tripadvisor, relacionados com os serviços de F&B existentes neste hotel.
Os resultados indicam que o The Hotel Brussels possui um departamento de F&B com uma oferta variada de serviços. O pequeno-almoço e o The Restaurant são os serviços mais valorizados pelos clientes, enquanto que o Room Service, The Bar e M&E apresentam-se como os serviços mais desvalorizados pelos clientes. Embora existam aspetos a melhorar, pretende-se ilustrar que o departamento de F&B acrescenta valor ao The Hotel Brussels. Os serviços de F&B representam uma grande fração desta unidade hoteleira e contribuem consideravelmente para a experiência do turista e do cliente.
Nowadays, tourism is influenced by the existence of increasingly enlightened consumers who seek authentic learning experiences. Thus, there has been an increase in tourists travelling in search of culinary experiences, that is, food tourism. The promotion of gastronomy as an intangible cultural resource emerges as an important tool for the distinctiveness of a tourist destination and for the generation of wealth and employment. At the same time, the hospitality industry, more specifically, the Food & Beverage (F&B) department, is an industry very exposed to the constant changes in the needs and demands of the consumers. Known for its low level of productivity and yield, there is a general idea that the F&B department does not add value to hotels. However, recent studies reveal that the quality of the F&B offer is one of the factors that influences the selection of full service hotels and that, by paying more attention to the management of this service, it is possible to increase the accommodation department’s revenue. This report aims to analyse the value of gastronomy through the operacional services of the host’s entity F&B department – The Hotel Brussels – located in the heart of Brussels. For this purpose, this study presents at an early stage, a literature review in order to frame the concepts of Tourism, Gastronomy, Food Tourism, Hotels and Food & Beverage Department. Afterwards, SWOT analyses were carried out for each of the existing services at the hotel under study (Breakfast / The Restaurant / Room Service / The Bar / M&E), and reviews published on the Tripadvisor platform related to the existing F&B services at this hotel were collected. The results indicate that The Hotel Brussels has an F&B department with a wide range of services. Breakfast and The Restaurant are the most valued services by customers, whereas Room Service, The Bar and M&E are the most undervalued services by customers. Despite the fact that there are aspects to be improved, it is intended to illustrate that the F&B department adds value to The Hotel Brussels. F&B services represent a large fraction of this hotel and contribute considerably to the tourism and customer experience.
Nowadays, tourism is influenced by the existence of increasingly enlightened consumers who seek authentic learning experiences. Thus, there has been an increase in tourists travelling in search of culinary experiences, that is, food tourism. The promotion of gastronomy as an intangible cultural resource emerges as an important tool for the distinctiveness of a tourist destination and for the generation of wealth and employment. At the same time, the hospitality industry, more specifically, the Food & Beverage (F&B) department, is an industry very exposed to the constant changes in the needs and demands of the consumers. Known for its low level of productivity and yield, there is a general idea that the F&B department does not add value to hotels. However, recent studies reveal that the quality of the F&B offer is one of the factors that influences the selection of full service hotels and that, by paying more attention to the management of this service, it is possible to increase the accommodation department’s revenue. This report aims to analyse the value of gastronomy through the operacional services of the host’s entity F&B department – The Hotel Brussels – located in the heart of Brussels. For this purpose, this study presents at an early stage, a literature review in order to frame the concepts of Tourism, Gastronomy, Food Tourism, Hotels and Food & Beverage Department. Afterwards, SWOT analyses were carried out for each of the existing services at the hotel under study (Breakfast / The Restaurant / Room Service / The Bar / M&E), and reviews published on the Tripadvisor platform related to the existing F&B services at this hotel were collected. The results indicate that The Hotel Brussels has an F&B department with a wide range of services. Breakfast and The Restaurant are the most valued services by customers, whereas Room Service, The Bar and M&E are the most undervalued services by customers. Despite the fact that there are aspects to be improved, it is intended to illustrate that the F&B department adds value to The Hotel Brussels. F&B services represent a large fraction of this hotel and contribute considerably to the tourism and customer experience.
Description
Keywords
Turismo Gastronomia Turismo gastronómico Unidades hoteleiras Departamento de food & beverage Tourism Gastronomy Food Tourism Hotels Food & beverave department