The challenges of recruiting and retaining talent in a Portuguese mountain range: the case of Monchique

• Autor(a) principal: Reis, Diogo Miguel Piconarte
• 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/10362/163333
• topic: Resort; Segmentation and targeting; Talent attraction and retention; Job satisfaction; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This project addresses a timely issue in hospitality, how can a resort improve customer satisfaction? The study targets Monchique Resort & Spa, aiming to improve its strategies based on current KPIs and guests’ opinions. Segmenting and targeting are essential marketing strategies to address customers’ needs; however, changes are conditioned on qualified labor and the resort struggles to attract qualified hoteliers and maintain them long-term. Through literature review, is possible to contextualise how important job satisfaction and training are and what factors workers value. Families and business guests show different needs and expectations, justifying the importance of segmenting the market.