How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people

Detalhes bibliográficos
Autor(a) principal: Ribeiro, Inês Maria Alves
Data de Publicação: 2022
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/138605
Resumo: Pestana Hotel Group (PHG)is below the fair share of revenues in the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The individual report complements the main project, and it focuses on explaining the theoretical concepts and application of three main components of the overall plan: Positioning, Service Excellence and People.
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spelling How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and peopleMarketingIntegrated marketing communicationsHospitality industryB2c marketingServices marketingPestana hotel groupDomínio/Área Científica::Ciências Sociais::Economia e GestãoPestana Hotel Group (PHG)is below the fair share of revenues in the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The individual report complements the main project, and it focuses on explaining the theoretical concepts and application of three main components of the overall plan: Positioning, Service Excellence and People.Velosa, JorgeSodagar, NinaRUNRibeiro, Inês Maria Alves2022-01-172022-01-172027-01-17T00:00:00Z2022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/138605TID:202974677enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:15:54Zoai:run.unl.pt:10362/138605Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:08.825077Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
title How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
spellingShingle How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
Ribeiro, Inês Maria Alves
Marketing
Integrated marketing communications
Hospitality industry
B2c marketing
Services marketing
Pestana hotel group
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
title_full How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
title_fullStr How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
title_full_unstemmed How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
title_sort How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: positioning, service excellence and people
author Ribeiro, Inês Maria Alves
author_facet Ribeiro, Inês Maria Alves
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Sodagar, Nina
RUN
dc.contributor.author.fl_str_mv Ribeiro, Inês Maria Alves
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
Hospitality industry
B2c marketing
Services marketing
Pestana hotel group
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
Hospitality industry
B2c marketing
Services marketing
Pestana hotel group
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Pestana Hotel Group (PHG)is below the fair share of revenues in the Spanish and French markets, in Portugal. Since proximity travels are the ones predicted to recover faster after the COVID-19 pandemic, Pestana aims to seize the opportunity to attract these consumers. Primary and secondary research were conducted to get a better understanding of the ideal Positioning that PHG should adopt in each of the markets, which served as a basis for the proposed Marketing Mix. The individual report complements the main project, and it focuses on explaining the theoretical concepts and application of three main components of the overall plan: Positioning, Service Excellence and People.
publishDate 2022
dc.date.none.fl_str_mv 2022-01-17
2022-01-17
2022-01-17T00:00:00Z
2027-01-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/138605
TID:202974677
url http://hdl.handle.net/10362/138605
identifier_str_mv TID:202974677
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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