Tourism marketing and management: the case of Pousadas vs. Solares of Portugal

• Autor(a) principal: Lemos, Fernando Florim de
• Data de Publicação: 2007
• Outros Autores: Farhangmehr, Minoo
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.34624/rtd.v0i7/8.13749

Profound changes in contemporary society are driving Public Administration towards a constant revamping of solutions for answering the needs of consumers. Marketing and Marketing Strategy are playing a more prominent role in the modus operandi of public organisations.In the context of Public Administration modernisation, a study was developed in 2003, considering two tourist products:Pousadas, under the domain of the public sector, Enatur; and Solares, a private entity associated with Turihab – Tourism Lodging Association.The study sought to identify the similarities and differences surrounding the marketing and corresponding strategiesbetween Pousadas and Solares by exploring the ideas and opinions expressed by Solares owners and Pousada directors.The study was carried out through the administration of a questionnaire preceded with interviews with key people in the tourism area.Results showed similarities and differences in the strategies adopted by each of the different organisations reflecting their objectives and intrinsic characteristics.