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Situação atual de Marketing nos Estabelecimentos Hoteleiros em São Tomé e Príncipe
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Abstract(s)
A presente investigação tem como objetivo avaliar a situação atual de marketing estratégico e operacional nos estabelecimentos hoteleiros de três a cinco estrelas em São Tomé e Príncipe, baseando nos atributos do instrumento de avaliação da eficácia de marketing, desenvolvido pelo autor Kotler.
O setor de turismo é hoje em São Tomé e Príncipe uma importante indústria para o desenvolvimento económico e social, sendo um dos principais impulsionadores de uma evolução sustentável que se verifica na atualidade. Além de gerar receitas, criar diversos postos de trabalho, este setor tem efeitos multiplicadores em várias áreas no país. O desenvolvimento do turismo tem contribuído para a criação de ofertas turísticas, nomeadamente estabelecimentos hoteleiros. Todavia, é notório que nem todos os estabelecimentos hoteleiros têm a mesma capacidade financeira e de recursos humanos para investirem em departamentos de marketing que possam desenvolver estratégias de marketing bem definidas, o que os pode colocar em situações vulneráveis face à concorrência.
Deste modo, tendo em conta o objetivo supracitado, desenvolveu-se uma investigação onde foi possível realizar uma análise situacional a nível macro e micro envolvente do mercado hoteleiros e turístico em São Tomé e Príncipe; realizar a análise dos inquiridos; dos estabelecimentos hoteleiros; da filosofia voltada para o cliente; da organização integrada do marketing; da informação de marketing adequada; da orientação estratégica e a eficiência operacional.
Utilizou-se como instrumento de recolha de dados um questionário que foi aplicado online, a 25 gestores de topo de todos estabelecimentos hoteleiros de três a cinco estrelas e recolheu-se 15 respostas, que corresponde a uma taxa de 60% de respostas obtidas. De acordo com os resultados, concluiu-se que a amostra é maioritariamente do sexo masculino, com idades entre 45 e 55 anos e, com formação ao nível do curso profissional e licenciatura. Quanto aos estabelecimentos hoteleiros, prevalecem os estabelecimentos de 3 e 4 estrelas, sendo que nem todos têm um departamento para a área de marketing
The present investigation aims to evaluate the current strategic and operational marketing situation in three to five star hotel establishments in São Tomé and Príncipe, based on the attributes of the evaluation instrument of marketing effectiveness, developed by author Kotler. The tourism sector is today in São Tomé and Príncipe an important industry for economic and social development, being one of the main boosters of sustainable evolution that is happening today. Beyond to generate revenue, create several jobs, this sector has multiplier effects in various areas in the country. The development of tourism has contributed to the creation of tourist offers, namely hotel establishments. However, is notorious that not all hotel establishments have the same financial and human resource capacity to invest in marketing departments that can develop well-defined marketing strategies, which can put them in vulnerable situations in the face of competition. That way, having regard to the aforementioned objective, an investigation was developed where it was possible developed a investigation where it was possible to perform a situational analysis macro and micro level wraparound the hotel and tourist market in São Tomé and Príncipe; perform the analysis of respondents; of hotel establishments; of customer philosophy; of integrated marketing organization; of adequate marketing information; of strategic orientation and Operational Efficiency. It was used as a data collection instrument a questionnaire that was applied online, to 25 top managers of all three to five star hotel establishments and 15 responses were collected, which corresponds to a rate of 60% of responses obtained. According to the results, it was concluded that the sample is mostly male, aged between 45 and 55 years and, with training at the professional course and undergraduate level. As for hotel establishments, 3 and 4 star establishments prevail, not all of them have a department for the marketing area
The present investigation aims to evaluate the current strategic and operational marketing situation in three to five star hotel establishments in São Tomé and Príncipe, based on the attributes of the evaluation instrument of marketing effectiveness, developed by author Kotler. The tourism sector is today in São Tomé and Príncipe an important industry for economic and social development, being one of the main boosters of sustainable evolution that is happening today. Beyond to generate revenue, create several jobs, this sector has multiplier effects in various areas in the country. The development of tourism has contributed to the creation of tourist offers, namely hotel establishments. However, is notorious that not all hotel establishments have the same financial and human resource capacity to invest in marketing departments that can develop well-defined marketing strategies, which can put them in vulnerable situations in the face of competition. That way, having regard to the aforementioned objective, an investigation was developed where it was possible developed a investigation where it was possible to perform a situational analysis macro and micro level wraparound the hotel and tourist market in São Tomé and Príncipe; perform the analysis of respondents; of hotel establishments; of customer philosophy; of integrated marketing organization; of adequate marketing information; of strategic orientation and Operational Efficiency. It was used as a data collection instrument a questionnaire that was applied online, to 25 top managers of all three to five star hotel establishments and 15 responses were collected, which corresponds to a rate of 60% of responses obtained. According to the results, it was concluded that the sample is mostly male, aged between 45 and 55 years and, with training at the professional course and undergraduate level. As for hotel establishments, 3 and 4 star establishments prevail, not all of them have a department for the marketing area
Description
Keywords
Situação atual de Marketing Turismo Estabelecimentos Hoteleiros São Tomé e Príncipe Current Marketing ituation Tourism Hotel Establishments São Tomé and Príncipe