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Modelo de negócio para o 11Hotel School
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Este relatório de trabalho de projeto de mestrado tem como objetivo propor um modelo de negócio sustentável e eficiente para o 11Hotel School, hotel escola da Escola de Hotelaria e Turismo de Setúbal, com o propósito de aumentar a taxa de ocupação, assegurando simultaneamente a missão educativa da instituição. A investigação insere-se no campo das ciências sociais aplicadas, adotando uma abordagem mista e exploratória, com uma vertente aplicada, orientada para a resolução de um problema concreto. A metodologia utilizada combina a revisão de literatura, análise de dados estatísticos e técnicas qualitativas, como entrevistas semiestruturadas a diretores de escolas de hotelaria com hotéis escola, inquéritos por questionário a clientes e alunos e observação participante, beneficiando da inserção profissional da investigadora no contexto estudado. A triangulação de dados contribuiu para a validade e riqueza da análise. Os resultados evidenciam a complexidade da gestão de um hotel escola, nomeadamente a conciliação entre objetivos pedagógicos e operacionais. Verificou-se que a ausência de um plano estratégico de gestão e promoção condiciona o desempenho comercial do hotel, limitando a experiência prática dos alunos. A análise das perceções dos alunos e clientes demonstra o valor da componente prática na formação e o potencial de diferenciação do hotel escola como produto turístico. A proposta final assenta na aplicação da ferramenta Business Model Canvas, integrando uma solução de gestão híbrida que articula objetivos pedagógicos com práticas de gestão profissionalizadas. Este modelo visa melhorar a taxa de ocupação, reforçar a qualidade da experiência formativa e garantir a sustentabilidade económica do 11Hotel School.
This master's project aims to propose a sustainable and efficient business model for the 11Hotel School, the training hotel of the Setúbal School of Hospitality and Tourism, with the goal of increasing occupancy rates while maintaining the institution's educational mission. The research is positioned within the field of applied social sciences and adopts an exploratory mixed-methods approach focused on solving a practical problem. The methodology combined literature review, statistical data analysis, and qualitative techniques, including semi-structured interviews with directors of hotel schools, surveys with experience in the case study context. Data triangulation enhanced the validity and richness of the analysis. The findings highlight the complexity of managing a training hotel, particularly the challenge of balancing pedagogical and operational goals. The absence of a structured strategic and marketing plan limits the commercial performance of the hotel and the scope of practical training for students. Both students and guests value the learning experience and recognize the hotel's potential as a distinctive hospitality product. The study concludes with a business model proposal based on the Business Model Canvas framework, advocating a hybrid management solution that aligns pedagogical objectives with professional hotel management practices. This model aims to improve occupancy, enhance the student learning experience, and ensure the economic sustainability of the 11Hotel School.
This master's project aims to propose a sustainable and efficient business model for the 11Hotel School, the training hotel of the Setúbal School of Hospitality and Tourism, with the goal of increasing occupancy rates while maintaining the institution's educational mission. The research is positioned within the field of applied social sciences and adopts an exploratory mixed-methods approach focused on solving a practical problem. The methodology combined literature review, statistical data analysis, and qualitative techniques, including semi-structured interviews with directors of hotel schools, surveys with experience in the case study context. Data triangulation enhanced the validity and richness of the analysis. The findings highlight the complexity of managing a training hotel, particularly the challenge of balancing pedagogical and operational goals. The absence of a structured strategic and marketing plan limits the commercial performance of the hotel and the scope of practical training for students. Both students and guests value the learning experience and recognize the hotel's potential as a distinctive hospitality product. The study concludes with a business model proposal based on the Business Model Canvas framework, advocating a hybrid management solution that aligns pedagogical objectives with professional hotel management practices. This model aims to improve occupancy, enhance the student learning experience, and ensure the economic sustainability of the 11Hotel School.
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Hotel-escola Gestão hoteleira Estratégia Modelo negócio Formação profissional Hotel School Hospitality Management Vocational Training Business Model Strategy