Level of the marketing strategical planning adopted by the touristic accommodations companies of the autonomous regions of Azores and Madeira

• Autor(a) principal: Faias, Carlos
• Data de Publicação: 2007
• Outros Autores: Faias, Cláudia, Couto, João Pedro Almeida
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.3/4748
• topic: Strategic Planning; Strategical Marketing; Touristic Accommodation; Market Orientation; Added Value

The affirmation of the regions as potential touristic destinations depends, among others factors, on the level of development of the offer. It is a fact that, for the regions of touristic destination take advantage of the phenomenon of tourism, it’s necessary to create structures and economical activities that support this phenomenon. However, it is on the side of the demand that inhabits the power of choice, specifically the motivations, preferences, needs and trends of the market. Therefore, in a strategical process, the touristic marketing seeks to create conditions for the attraction of the demand, guiding the touristic offer in a proactive form. This happens when it develops new services that create new necessities in the market, or a reactive attitude, when adopting the changes of tastes, preferences and attitudes of the potential and effective markets. Based on this fact, the present article intends to identify the level of the marketing strategical planning adopted by the touristic accommodations companies of the Autonomous Regions of Azores and Madeira, namely, the enterprises inserted in the traditional hostelry and rural tourism. Beginning with a bibliographical revision concerning the strategical planning of tourist marketing, the work is based on a research, through the treatment of the primary data collected through an inquiry. The identification of the main strategies of marketing followed by the companies was demonstrated by the analysis of clusters in the agglomeration of the touristic units in groups with different performances in terms of marketing strategical planning.