Marketing plan for hotel Mar e Sol

Detalhes bibliográficos
Autor(a) principal: Palmela, Ana Mafalda Neto da Silva Pinto
Data de Publicação: 2023
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10400.5/29912
Resumo: Mestrado Bolonha em Management
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spelling Marketing plan for hotel Mar e SolTourismHospitality IndustryHotelMarketing PlanAction PlanService MarketingService QualityService BrandMestrado Bolonha em ManagementThis project aims to create a Marketing Plan for Hotel Mar e Sol, located in São Pedro de Moel, Portugal, that will outline strategies and an implementation plan tailored to the needs of the hotel. Since 2008, in their last big renovation, the Hotel has tried to change its image to a luxury, yet family hotel, located on the beach that shows both elegance and comfort, while still being in a small community and approachable. In order to get the hotel to keep up with the challenging industry, the Plan was designed to combat their weakest areas, both the service quality and the brand image of the business. In order to create this plan, the methodology of Action Research took place, in which interviews with members of the staff and management of the hotel were conducted, as well as an online questionnaire, that resulted in insights that were taken into consideration while elaborating this project. As a result, this study will show that the areas of intervention rely on the modernization of the rooms and common areas of the hotel, on a structured social media plan, on the improvement of services provided, and on the structurization of the events planning business the hotel has. All in all, this Marketing Plan will present a small-term structured plan, presenting the internal and external analysis of the hotel following the models of Kotler and Armstrong (2018), Wood (Wood, 2017), Westwood (2016) and McDonald (2007), in order to implement the strategies that are needed to get better results for the hotel, as well as the measures needed to ensure the continuous and sustainable development of the hotel.Instituto Superior de Economia e GestãoBaptista, CristinaRepositório da Universidade de LisboaPalmela, Ana Mafalda Neto da Silva Pinto2024-01-23T14:13:29Z2023-102023-10-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.5/29912engPalmela, Ana Mafalda Neto da Silva Pinto (2023). "Marketing plan for hotel Mar e Sol". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.info: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:RCAAP2024-01-28T01:33:37Zoai:www.repository.utl.pt:10400.5/29912Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:58:21.296594Repositório 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 Marketing plan for hotel Mar e Sol
title Marketing plan for hotel Mar e Sol
spellingShingle Marketing plan for hotel Mar e Sol
Palmela, Ana Mafalda Neto da Silva Pinto
Tourism
Hospitality Industry
Hotel
Marketing Plan
Action Plan
Service Marketing
Service Quality
Service Brand
title_short Marketing plan for hotel Mar e Sol
title_full Marketing plan for hotel Mar e Sol
title_fullStr Marketing plan for hotel Mar e Sol
title_full_unstemmed Marketing plan for hotel Mar e Sol
title_sort Marketing plan for hotel Mar e Sol
author Palmela, Ana Mafalda Neto da Silva Pinto
author_facet Palmela, Ana Mafalda Neto da Silva Pinto
author_role author
dc.contributor.none.fl_str_mv Baptista, Cristina
Repositório da Universidade de Lisboa
dc.contributor.author.fl_str_mv Palmela, Ana Mafalda Neto da Silva Pinto
dc.subject.por.fl_str_mv Tourism
Hospitality Industry
Hotel
Marketing Plan
Action Plan
Service Marketing
Service Quality
Service Brand
topic Tourism
Hospitality Industry
Hotel
Marketing Plan
Action Plan
Service Marketing
Service Quality
Service Brand
description Mestrado Bolonha em Management
publishDate 2023
dc.date.none.fl_str_mv 2023-10
2023-10-01T00:00:00Z
2024-01-23T14:13:29Z
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/10400.5/29912
url http://hdl.handle.net/10400.5/29912
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv Palmela, Ana Mafalda Neto da Silva Pinto (2023). "Marketing plan for hotel Mar e Sol". Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão.
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
publisher.none.fl_str_mv Instituto Superior de Economia e Gestão
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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