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: | |
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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 |
Resumo: | 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. |
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How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and processMarketingIntegrated marketing communicationsHospitality industryB2c marketingServices marketingPestana hotel groupPhysical evidenceProcessDomínio/Área Científica::Ciências Sociais::Economia e GestãoFor 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.Velosa, JorgeSodagar, NinaRUNFigueiredo, Rita Malcata Timóteo Correia2022-01-172021-12-172027-12-17T00:00:00Z2022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/139144TID:202998959enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:16:28Zoai:run.unl.pt:10362/139144Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:49:19.707571Repositório 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 |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
title |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
spellingShingle |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process Figueiredo, Rita Malcata Timóteo Correia Marketing Integrated marketing communications Hospitality industry B2c marketing Services marketing Pestana hotel group Physical evidence Process Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
title_full |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
title_fullStr |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
title_full_unstemmed |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
title_sort |
How to reach a fair share for the Pestana hotel group in the French and Spanish leisure markets: physical evidence and process |
author |
Figueiredo, Rita Malcata Timóteo Correia |
author_facet |
Figueiredo, Rita Malcata Timóteo Correia |
author_role |
author |
dc.contributor.none.fl_str_mv |
Velosa, Jorge Sodagar, Nina RUN |
dc.contributor.author.fl_str_mv |
Figueiredo, Rita Malcata Timóteo Correia |
dc.subject.por.fl_str_mv |
Marketing Integrated marketing communications Hospitality industry B2c marketing Services marketing Pestana hotel group Physical evidence Process Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
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 |
description |
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. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-12-17 2022-01-17 2022-01-17T00:00:00Z 2027-12-17T00:00:00Z |
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/10362/139144 TID:202998959 |
url |
http://hdl.handle.net/10362/139144 |
identifier_str_mv |
TID:202998959 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.format.none.fl_str_mv |
application/pdf |
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 |
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1799138092209143808 |