Business plan "Garden 48": a guesthouse in Lisbon
Autor(a) principal: | |
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Data de Publicação: | 2018 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10071/18799 |
Resumo: | Tourism is one of the most dynamic activity sectors in the world, significantly contributing to a country’s balance of payments. In Portugal, tourism is an engine in the national economy and hospitality has, naturally, developed with it. An evidence of this is the accentuated increase in local accommodation businesses, creating an alternative to hotels (and similar), that pushed the formulation of specific legislative framework in 2014. The present business plan aims to evaluate the pertinence of a local accommodation business in Lisbon, in the category of guesthouse, developed for city breakers and Corporate guests that prioritize discovering the destination (or achieving business purposes for the latter), but still demand quality, convenience and top customer service during the stay. For that reason, the competitive advantage of the guesthouse is to offer key services with maximum quality, eliminating those considered accessory (and dispensable) by the aimed target, providing price benefit. The notion of quality is also highly supported by biophilic design, whose effect on guest well-being is scientifically proven. After literature review on tourism, hospitality (exploring management, guest satisfaction and design notions, amongst others) and biophilic design subjects, the external and internal analysis, the author specifies STP strategic choices and materializes the operational business plan through a 7 Ps marketing mix. The economic and financial analysis revealed a viable business plan, with a 25.220€ NVP, IRR of 4% and a "payback period" of 15 years. |
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Business plan "Garden 48": a guesthouse in LisbonHospitalityTourismTravelBiophiliaTechnologyGuesthouseLisbonHospitality managementQualityGestão de empresasPlano de negócioAlojamento localHotelariaTurismoMarketing mixQualidadeTrabalho de projetoLisboa - PortugalTourism is one of the most dynamic activity sectors in the world, significantly contributing to a country’s balance of payments. In Portugal, tourism is an engine in the national economy and hospitality has, naturally, developed with it. An evidence of this is the accentuated increase in local accommodation businesses, creating an alternative to hotels (and similar), that pushed the formulation of specific legislative framework in 2014. The present business plan aims to evaluate the pertinence of a local accommodation business in Lisbon, in the category of guesthouse, developed for city breakers and Corporate guests that prioritize discovering the destination (or achieving business purposes for the latter), but still demand quality, convenience and top customer service during the stay. For that reason, the competitive advantage of the guesthouse is to offer key services with maximum quality, eliminating those considered accessory (and dispensable) by the aimed target, providing price benefit. The notion of quality is also highly supported by biophilic design, whose effect on guest well-being is scientifically proven. After literature review on tourism, hospitality (exploring management, guest satisfaction and design notions, amongst others) and biophilic design subjects, the external and internal analysis, the author specifies STP strategic choices and materializes the operational business plan through a 7 Ps marketing mix. The economic and financial analysis revealed a viable business plan, with a 25.220€ NVP, IRR of 4% and a "payback period" of 15 years.O turismo é um dos mais dinâmicos sectores de atividade do mundo, podendo contribuir de forma muito significativa para a balança de pagamentos de um país. Em Portugal, o turismo é um dos motores da economia nacional e a hotelaria tem, naturalmente, evoluído com este. Prova dessa evolução é o crescimento acentuado dos negócios de alojamento local nos últimos anos, criando uma alternativa aos hotéis (e similiares) que mereceu formulação de enquadramento legal próprio em 2014. O presente plano de negócio tem como objetivo avaliar a pertinência de um projeto de alojamento local em Lisboa, na categoria de "guesthouse", destinada a "city breakers" e clientes corporate que têm como prioridade descobrir o destino (ou concluir objetivos de negócio, no caso destes últimos), mas ainda assim não deixam de exigir qualidade, conveniência e um serviço profissional durante a estadia. Por esse motivo, a vantagem competitiva da guesthouse consiste em oferecer serviços-chave com o máximo de qualidade, deixando de fora aqueles que poderão ser considerados acessórios pelo target, beneficiando o fator "preço". A noção de qualidade está também fortemente suportada pelo design biofílico uma vez que está comprovado o seu efeito no bem-estar dos hóspedes. Após revisão de literatura incidente nos temas do turismo, hotelaria (e nesta se aprofunda na sua vertente de gestão, satisfação ao cliente, importância do design, etc.) e design biofílico, da análise externa e interna, o autor demonstra as escolhas estratégicas de STP e materializa o plano operacional da "guesthouse" através de um marketing mix de 7 Ps. A análise económico-financeira do plano revelou um projeto viável com uma VAL de 25.220€, TIR de 4% e "payback period" de 15 anos.2019-12-14T00:00:00Z2018-12-14T00:00:00Z2018-12-142018-10info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfapplication/octet-streamhttp://hdl.handle.net/10071/18799TID:202153223engFerreira, Marta Maria Branco dos Santosinfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:42:01Zoai:repositorio.iscte-iul.pt:10071/18799Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:19:36.506007Repositório 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 |
Business plan "Garden 48": a guesthouse in Lisbon |
title |
Business plan "Garden 48": a guesthouse in Lisbon |
spellingShingle |
Business plan "Garden 48": a guesthouse in Lisbon Ferreira, Marta Maria Branco dos Santos Hospitality Tourism Travel Biophilia Technology Guesthouse Lisbon Hospitality management Quality Gestão de empresas Plano de negócio Alojamento local Hotelaria Turismo Marketing mix Qualidade Trabalho de projeto Lisboa - Portugal |
title_short |
Business plan "Garden 48": a guesthouse in Lisbon |
title_full |
Business plan "Garden 48": a guesthouse in Lisbon |
title_fullStr |
Business plan "Garden 48": a guesthouse in Lisbon |
title_full_unstemmed |
Business plan "Garden 48": a guesthouse in Lisbon |
title_sort |
Business plan "Garden 48": a guesthouse in Lisbon |
author |
Ferreira, Marta Maria Branco dos Santos |
author_facet |
Ferreira, Marta Maria Branco dos Santos |
author_role |
author |
dc.contributor.author.fl_str_mv |
Ferreira, Marta Maria Branco dos Santos |
dc.subject.por.fl_str_mv |
Hospitality Tourism Travel Biophilia Technology Guesthouse Lisbon Hospitality management Quality Gestão de empresas Plano de negócio Alojamento local Hotelaria Turismo Marketing mix Qualidade Trabalho de projeto Lisboa - Portugal |
topic |
Hospitality Tourism Travel Biophilia Technology Guesthouse Lisbon Hospitality management Quality Gestão de empresas Plano de negócio Alojamento local Hotelaria Turismo Marketing mix Qualidade Trabalho de projeto Lisboa - Portugal |
description |
Tourism is one of the most dynamic activity sectors in the world, significantly contributing to a country’s balance of payments. In Portugal, tourism is an engine in the national economy and hospitality has, naturally, developed with it. An evidence of this is the accentuated increase in local accommodation businesses, creating an alternative to hotels (and similar), that pushed the formulation of specific legislative framework in 2014. The present business plan aims to evaluate the pertinence of a local accommodation business in Lisbon, in the category of guesthouse, developed for city breakers and Corporate guests that prioritize discovering the destination (or achieving business purposes for the latter), but still demand quality, convenience and top customer service during the stay. For that reason, the competitive advantage of the guesthouse is to offer key services with maximum quality, eliminating those considered accessory (and dispensable) by the aimed target, providing price benefit. The notion of quality is also highly supported by biophilic design, whose effect on guest well-being is scientifically proven. After literature review on tourism, hospitality (exploring management, guest satisfaction and design notions, amongst others) and biophilic design subjects, the external and internal analysis, the author specifies STP strategic choices and materializes the operational business plan through a 7 Ps marketing mix. The economic and financial analysis revealed a viable business plan, with a 25.220€ NVP, IRR of 4% and a "payback period" of 15 years. |
publishDate |
2018 |
dc.date.none.fl_str_mv |
2018-12-14T00:00:00Z 2018-12-14 2018-10 2019-12-14T00:00:00Z |
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/10071/18799 TID:202153223 |
url |
http://hdl.handle.net/10071/18799 |
identifier_str_mv |
TID:202153223 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/octet-stream |
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 |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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