How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process

• Autor(a) principal: Figueiredo, Rita Malcata Timóteo Correia
• Data de Publicação: 2021
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/139144
• topic: Marketing; Integrated marketing communications; Hospitality industry; B2c marketing; Services marketing; Pestana hotel group; Physical evidence; Process; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

For this individual report, a detailed literature review combined with Pestana Hotel Group (PHG) service analysis was conducted for two Ps of the Marketing Mix-Physical Evidence and Process –for both targeted markets(Spanish and French).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.