Orientation for the hotel segment market: the portuguese case

• Autor(a) principal: Estevão, Cristina Maria Santos
• Data de Publicação: 2009
• Outros Autores: Mainardes, Emerson Wagner, Raposo, Mario Lino Barata
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Turismo em Análise
• Texto Completo: https://www.revistas.usp.br/rta/article/view/14195
• topic: gestão do marketing; orientação para o mercado; markor; sector hoteleiro em Portugal.; marketing management; orientation to the market; markor; hotel sector in portugal.

The objective of this study was to measure level of orientation for the market of the largest hotel groups of Portugal. After a brief explanation on the market orientation and the hotel segment in Portugal an empiric study was presented performed with the largest groups of 20 hotels of Portugal, using as an instrument of collection data, the traditional Markor scale (market orientation) adapted to the hotel sector. It was found in the investigated organizations a good capacity to generate market information and response to the market. However the results obtained with the construct of the dissemination of market information were below the expectations. So the current challenge for the main networks of hotels in Portugal is to improve the internal dissemination of information that marketing professionals gathered at the market.