Business tourism: a guest opinion about relationship marketing practices of the hotel network in São José dos Campos (SP)

• Autor(a) principal: Cané, Juliana Fátima da Silva
• Data de Publicação: 2013
• Outros Autores: Carniello, Monica Franchi, Zulietti, Luis Fernando
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Eletrônica de Estratégia e Negócios
• Texto Completo: https://portaldeperiodicos.animaeducacao.com.br/index.php/EeN/article/view/832
• topic: Relationship Marketing; Hospitality; Innovation; Differentiation; Marketing de relacionamento. Hotelaria; Diferenciação

This study aimed to analyze the Relationship Marketing used in the hotel network in Sao José dos Campos, facing the tourism business. Relationship Marketing is an ongoing process of identifying and creating new value with individual customers and sharing their benefits for a lifetime partnership and a proper marketing aspect of the hospitality industry. The aim of this study was to identify the views of customers in relation to the practices of Relationship Marketing used by the chain of São José dos Campos (SP). The methodology used in this study consisted of an empirical field studies in which questionnaires were administered to 90 clients of hotels in São José dos Campos. The results indicate that the public, which is partly composed of foreigners, and therefore have references international hotel chain, identify some of the actions taken by the hotel chain. It is evident that the major hotel chains working in the city of São José dos Campos, conduct their business by applying some elements of relationship marketing, which make, in general, the public served opine positively on the services provided.