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Publication
Os eventos próprios como estratégia para diminuição da sazonalidade nas unidades hoteleiras de luxo: os casos dos hotéis Sofitel Guarujá Jequitimar e Novotel Itú Golf & Resort, no Brasil
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Authors
Abstract(s)
Os eventos tem vindo a ganhar uma relevância crescente para o setor da hotelaria,
constituindo-se como fonte de rendimento, dinamização do negócio e de estratégia de
comunicação e marketing. Acresce que podem apresentar um importante papel na
redução da sazonalidade. Os eventos com maior relevo na hotelaria são os sociais e os
corporativos ou de negócio, sendo estes últimos mais relevantes para a redução da
sazonalidade, pois tendem a realizar-se fora da época alta e do fim-de-semana.
Para potenciar este segmento de negócio, alguns hotéis apostam na criação de eventos
próprios nos períodos de menor procura.
O presente estudo tem como objetivo investigar a importância dos eventos próprios como
estratégia para promover a sustentabilidade do negócio da hotelaria de 5 estrelas e,
particularmente, na redução da sazonalidade.
A base desta investigação é suportada pela revisão da literatura e por uma investigação
empírica com base num estudo caso. Para tal, foram realizadas oito entrevistas
abrangendo dois resorts brasileiros de cinco estrelas, localizados numa região com uma
sazonalidade turística significativa.
A diversidade da amostra e o facto de alguns dos entrevistados terem um papel importante
em organizações hoteleiras e de turismo no Brasil, permitiu uma diversidade de opiniões
e resultados que vão para além do caso de estudo. Acresce que, os hotéis aqui estudados
fazem parte de associações hoteleiras, regionais e globais, que atuam em todo mercado
nacional e enfrentam problemas similares relativamente à sazonalidade turística e
partilham ideias, experiências e sugestões de cocriação, que contribuem para o
fortalecimento das suas unidades e, consecutivamente, do turismo e hotelaria como um
todo.
Como resultados percebeu-se que, dentre as inúmeras ações relevantes na busca da
mitigação dos efeitos da sazonalidade turística, os eventos próprios foram detetados como
importante estratégia na hotelaria de luxo, nomeadamente dos resorts, e devem ser
considerados pelas unidades hoteleiras e seus gestores em seus planos de ação.
Events have gained increasing relevance for the hospitality sector, constituting a source of income, business dynamism and communication and marketing strategy. Furthermore, they can play an important role in reducing seasonality. The most important events in the hotel industry are social and corporate or business, the latter being more relevant for reducing seasonality, as they tend to take place outside high season and weekends. In order to boost this business segment, some hotels are betting on the creation of their own events in periods of lower demand. The present study aims to investigate the importance of own events as a strategy to promote the sustainability of the 5-star hotel business and, particularly, in the reduction of seasonality. The basis of this investigation is supported by a literature review and an empirical investigation based on a case study. To this end, eight interviews were carried out covering two Brazilian five-star resorts, located in a region with a significant tourist seasonality. The diversity of the sample and the fact that some of the interviewees have an important role in hotel and tourism organizations in Brazil, allowed a diversity of opinions and results that go beyond the case study. In addition, the hotels studied here are part of hotel associations, regional and global, which operate throughout the national market and face similar problems regarding tourist seasonality and share ideas, experiences, and suggestions for co-creation, which contribute to the strengthening of their units and, consecutively, of tourism and hospitality as a whole. As a result, it was noticed that, among the numerous relevant actions in the search for mitigating the effects of tourist seasonality, the own events were detected as an important strategy in luxury hotels, specifically in resorts, and should be considered by hotels and their managers in their action plans.
Events have gained increasing relevance for the hospitality sector, constituting a source of income, business dynamism and communication and marketing strategy. Furthermore, they can play an important role in reducing seasonality. The most important events in the hotel industry are social and corporate or business, the latter being more relevant for reducing seasonality, as they tend to take place outside high season and weekends. In order to boost this business segment, some hotels are betting on the creation of their own events in periods of lower demand. The present study aims to investigate the importance of own events as a strategy to promote the sustainability of the 5-star hotel business and, particularly, in the reduction of seasonality. The basis of this investigation is supported by a literature review and an empirical investigation based on a case study. To this end, eight interviews were carried out covering two Brazilian five-star resorts, located in a region with a significant tourist seasonality. The diversity of the sample and the fact that some of the interviewees have an important role in hotel and tourism organizations in Brazil, allowed a diversity of opinions and results that go beyond the case study. In addition, the hotels studied here are part of hotel associations, regional and global, which operate throughout the national market and face similar problems regarding tourist seasonality and share ideas, experiences, and suggestions for co-creation, which contribute to the strengthening of their units and, consecutively, of tourism and hospitality as a whole. As a result, it was noticed that, among the numerous relevant actions in the search for mitigating the effects of tourist seasonality, the own events were detected as an important strategy in luxury hotels, specifically in resorts, and should be considered by hotels and their managers in their action plans.
Description
Keywords
Hotelaria Eventos Cocriação Marketing de Relacionamento Hospitalidade Hotel Events Co-creation Relationship Marketing Hospitality