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Publication
Plano de Marketing: SEGREDO DAS DUNAS
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.8 MB | Adobe PDF |
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Abstract(s)
O turismo é um setor económico em permanente evolução. Tornando-se mais democrático com o surgimento das companhias aéreas de baixo custo e a digitalização de processos, viajar é hoje cada vez mais comum, o que agrega valor para os locais de receção, mas acarreta igualmente alguns impactos negativos. Portugal é um país de excelência para o turismo, seja por ser um país costeiro, com vários quilómetros de praia, seja pelos refúgios que o interior oferece e as paisagens resplandecentes dos Açores e da Madeira. E se o turismo tem crescido a nível global, em Portugal o cenário não é diferente, sendo uma das atividades que mais contribui para o PIB nacional. Mesmo abalado pela pandemia de COVID-19, que afetou este setor, o turismo regressa, de acordo com os dados apurados, em força, retomando a sua ascensão. No âmbito do turismo, surgem vários tipos de alojamento, como os alojamentos locais, nos quais este estudo se foca. Cada vez mais empreendedores gerem alojamentos locais, conseguindo a partir destes ter uma fonte económica secundária. Com os vários meios digitais disponíveis, que contribuem para uma digitalização crescente do setor, fica cada vez mais fácil gerir um alojamento local e captar hóspedes, durante todo o ano, desde que se tenha alguma literacia digital e se tire proveito de um conjunto de canais online e neles se consiga aplicar algumas estratégias de marketing. Contextualizado o setor do turismo, o alojamento local e o e-turismo, dá-se início à análise e descrição do Segredos das Dunas, para o qual se desenvolve um plano de marketing digital, com um conjunto de ações estratégicas a executar. Constituído por dois apartamentos, em Mira, o Segredos das Dunas é um micro negócio familiar que tira proveito do Airbnb para conquistar hóspedes. Considerando o potencial desperdiçado, e após várias análises ao ambiente interno e externo, conclui-se que será uma mais-valia o desenvolvimento de uma atividade constante nas redes sociais, o desenvolvimento de um website com opção de reservas diretas e reserva de serviços próprios ou complementares e de publicidade paga, promovendo assim o alojamento e uma maior independência face a plataforma de terceiros de divulgação de alojamentos locais.
Tourism is an economic sector in permanent evolution. Becoming more democratic with the emergence of low-cost airlines and the digitalization of processes, traveling is now more and more common, which adds value to reception locations, but also entails some negative impacts. Portugal is a country of excellence for tourism, either because it’s a coastal country, with several kilometers of beach, from north to south, or because of the refuges that the interior offers and the resplendent landscapes of the Azores and Madeira islands. And if tourism has grown globally, the scenario is no different in Portugal, being one of the activities that most contributes to the national GDP. Even shaken by COVID-19 pandemic, which profoundly affected this sector, tourism returns in force, according to the data collected, continuing its rise. Within the scope of tourism, various types of accommodation arise, such as local accommodation, on which this study focuses. More and more entrepreneurs manage local accommodation, achieving to have a secondary income source from these. With the various digital media available, which contribute to a growing digitalization of the sector, it is increasingly easier to manage a local accommodation and attract guests, all year round, if you have some digital literacy and take advantage of a set of online channels, where it is possible to apply some marketing strategies. After contextualizing the tourism sector, local accommodation and e-tourism, the analysis and description of Segredos das Dunas begins and is presented a digital marketing plan, with a set of strategic actions to be implemented in short-medium term. Consisting of two apartments, in Mira, Segredos das Dunas is a family micro business that currently only takes advantage of Airbnb to attract guests. Considering the wasted potential and after several analyses of the internal and external environment, it’s concluded that the development of constant activity on social networks, the development of a website with the option of direct booking and reservation of our own services our complementary services and, at last, paid advertising, will allow a better promotion of the accommodation and generate a greater independence from third-party platforms.
Tourism is an economic sector in permanent evolution. Becoming more democratic with the emergence of low-cost airlines and the digitalization of processes, traveling is now more and more common, which adds value to reception locations, but also entails some negative impacts. Portugal is a country of excellence for tourism, either because it’s a coastal country, with several kilometers of beach, from north to south, or because of the refuges that the interior offers and the resplendent landscapes of the Azores and Madeira islands. And if tourism has grown globally, the scenario is no different in Portugal, being one of the activities that most contributes to the national GDP. Even shaken by COVID-19 pandemic, which profoundly affected this sector, tourism returns in force, according to the data collected, continuing its rise. Within the scope of tourism, various types of accommodation arise, such as local accommodation, on which this study focuses. More and more entrepreneurs manage local accommodation, achieving to have a secondary income source from these. With the various digital media available, which contribute to a growing digitalization of the sector, it is increasingly easier to manage a local accommodation and attract guests, all year round, if you have some digital literacy and take advantage of a set of online channels, where it is possible to apply some marketing strategies. After contextualizing the tourism sector, local accommodation and e-tourism, the analysis and description of Segredos das Dunas begins and is presented a digital marketing plan, with a set of strategic actions to be implemented in short-medium term. Consisting of two apartments, in Mira, Segredos das Dunas is a family micro business that currently only takes advantage of Airbnb to attract guests. Considering the wasted potential and after several analyses of the internal and external environment, it’s concluded that the development of constant activity on social networks, the development of a website with the option of direct booking and reservation of our own services our complementary services and, at last, paid advertising, will allow a better promotion of the accommodation and generate a greater independence from third-party platforms.
Description
Keywords
Turismo Alojamento local Marketing Digital Estratégia digital Segredos das Dunas