Luxury market and holistic marketing: The case of luxury hotels

Detalhes bibliográficos
Autor(a) principal: Filipe, Sandra
Data de Publicação: 2014
Outros Autores: Simões, Dora, Figueiredo, Carolina
Tipo de documento: Artigo
Idioma: por
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: https://doi.org/10.34624/ei.v0i8.5968
Resumo: In the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purpose of this paper is to analyze the specificities of the luxury market compared with the non-luxury market, and, assess the level of valorization and enforcement by the luxury brands of each of the four dimensions of holistic marketing (relationship marketing, internal marketing, integrated marketing and performance marketing). For this purpose the Portuguese sector of luxury tourism has been chosen, specifically, the luxury hotels.Data were collected by means of interviews with hoteliers directors or marketing managers of six luxury hotels located in Portugal and were treated with a qualitative method of thematic content analysis by recourse to MAXqda® software.The results provide evidence that the luxury market is more complex to manage than the non-luxury market, and is also worth mentioning that luxury emphasizes each of the dimensions inherent in the philosophy of holistic marketing.This paper contributes with critical information that might help cast light over recent theories and practices of marketing on luxury market.
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spelling Luxury market and holistic marketing: The case of luxury hotelsO Mercado de luxo e o marketing holístico: O caso dos hóteis de luxoIn the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purpose of this paper is to analyze the specificities of the luxury market compared with the non-luxury market, and, assess the level of valorization and enforcement by the luxury brands of each of the four dimensions of holistic marketing (relationship marketing, internal marketing, integrated marketing and performance marketing). For this purpose the Portuguese sector of luxury tourism has been chosen, specifically, the luxury hotels.Data were collected by means of interviews with hoteliers directors or marketing managers of six luxury hotels located in Portugal and were treated with a qualitative method of thematic content analysis by recourse to MAXqda® software.The results provide evidence that the luxury market is more complex to manage than the non-luxury market, and is also worth mentioning that luxury emphasizes each of the dimensions inherent in the philosophy of holistic marketing.This paper contributes with critical information that might help cast light over recent theories and practices of marketing on luxury market.No atual contexto económico de crise, o mercado de luxo conseguiu cresceu, porque muitos dos clientes de luxo mantêm o poder financeiro e conservam a sua ambição por luxo. No entanto, num mercado caracterizado por intensa concorrência não é suficiente ter uma marca forte, é imprescindível acrescentar valor e o marketing holístico pode contribuir fortemente para esse resultado.Nesse sentido, o objetivo deste artigo é analisar as especificidades do mercado de luxo comparativamente com o mercado de bens comuns, e avaliar o nível de valorização e aplicação pelas marcas de luxo de cada uma das quatro dimensões do marketing holístico (marketing relacional, marketing interno, marketing performance e marketing integrado). Para o efeito foi escolhido o setor de turismo de luxo português, mais concretamente, os hotéis de luxo.Os dados foram recolhidos por via da realização de entrevistas aos diretores hoteleiros ou gestores de marketing de seis hotéis de luxo localizados em Portugal e foram tratados seguindo uma metodologia qualitativa de análise temática de conteúdo por recurso ao software MAXqda®.Os resultados denotam que o mercado de luxo é mais complexo de gerir do que o mercado de bens comuns e realçam que os hotéis de luxo privilegiam cada uma das dimensões inerentes à filosofia de marketing holístico.Este artigo faculta informações importantes que podem contribuir para as recentes teorias e práticas de marketing no mercado de luxo.Instituto Superior de Contabilidade e Administração da Universidade de Aveiro2014-01-01T00:00:00Zjournal articlejournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://doi.org/10.34624/ei.v0i8.5968oai:proa.ua.pt:article/5968Estudos do ISCA; No 8 (2014)Estudos do ISCA; n.º 8 (2014)1646-48500873-2019reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPporhttps://proa.ua.pt/index.php/estudosdoisca/article/view/5968https://doi.org/10.34624/ei.v0i8.5968https://proa.ua.pt/index.php/estudosdoisca/article/view/5968/4405https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessFilipe, SandraSimões, DoraFigueiredo, Carolina2022-09-22T16:24:17Zoai:proa.ua.pt:article/5968Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:59:29.576710Repositório 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 Luxury market and holistic marketing: The case of luxury hotels
O Mercado de luxo e o marketing holístico: O caso dos hóteis de luxo
title Luxury market and holistic marketing: The case of luxury hotels
spellingShingle Luxury market and holistic marketing: The case of luxury hotels
Filipe, Sandra
title_short Luxury market and holistic marketing: The case of luxury hotels
title_full Luxury market and holistic marketing: The case of luxury hotels
title_fullStr Luxury market and holistic marketing: The case of luxury hotels
title_full_unstemmed Luxury market and holistic marketing: The case of luxury hotels
title_sort Luxury market and holistic marketing: The case of luxury hotels
author Filipe, Sandra
author_facet Filipe, Sandra
Simões, Dora
Figueiredo, Carolina
author_role author
author2 Simões, Dora
Figueiredo, Carolina
author2_role author
author
dc.contributor.author.fl_str_mv Filipe, Sandra
Simões, Dora
Figueiredo, Carolina
description In the current context of economic crisis, the luxury market does not seem to suffer from what is happening around, and has grown mainly because luxury customers have financial power and maintain their lust for luxury. However, in a market with an strong competition is not enough to have a strong brand, it is essential to add value, and holistic marketing can contribute strongly to this result.Thereby, the purpose of this paper is to analyze the specificities of the luxury market compared with the non-luxury market, and, assess the level of valorization and enforcement by the luxury brands of each of the four dimensions of holistic marketing (relationship marketing, internal marketing, integrated marketing and performance marketing). For this purpose the Portuguese sector of luxury tourism has been chosen, specifically, the luxury hotels.Data were collected by means of interviews with hoteliers directors or marketing managers of six luxury hotels located in Portugal and were treated with a qualitative method of thematic content analysis by recourse to MAXqda® software.The results provide evidence that the luxury market is more complex to manage than the non-luxury market, and is also worth mentioning that luxury emphasizes each of the dimensions inherent in the philosophy of holistic marketing.This paper contributes with critical information that might help cast light over recent theories and practices of marketing on luxury market.
publishDate 2014
dc.date.none.fl_str_mv 2014-01-01T00:00:00Z
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dc.relation.none.fl_str_mv https://proa.ua.pt/index.php/estudosdoisca/article/view/5968
https://doi.org/10.34624/ei.v0i8.5968
https://proa.ua.pt/index.php/estudosdoisca/article/view/5968/4405
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dc.publisher.none.fl_str_mv Instituto Superior de Contabilidade e Administração da Universidade de Aveiro
publisher.none.fl_str_mv Instituto Superior de Contabilidade e Administração da Universidade de Aveiro
dc.source.none.fl_str_mv Estudos do ISCA; No 8 (2014)
Estudos do ISCA; n.º 8 (2014)
1646-4850
0873-2019
reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
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