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Avaliação de desempenho na hotelaria: aplicação do balanced scorecard no the Magnolia Hotel
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Abstract(s)
A complexidade inerente à indústria hoteleira, refletida no seu organograma empresarial e na vasta quantidade de dados produzidos pelos departamentos representados, vem trazer grandes constrangimentos aos seus gestores e diretores. O propósito do presente projeto é reduzir estas limitações ao realizar uma análise holística de um negócio, através da ferramenta BSC. A investigação empírica iniciou-se na revisão da literatura com o propósito de enquadrar o BSC na hotelaria, procurando reafirmar a importância desta ferramenta e seus conceitos para o desempenho hoteleiro. Numa perspetiva inicial foi necessária a análise de conteúdo bibliográfico, de forma a contextualizar a ferramenta que sustenta o projeto. Foi optado pela análise através do método de revisão da literatura narrativa. Os resultados desta revisão permitiram realizar um caso de estudo com a aplicação da ferramenta BSC ao The Magnolia Hotel. Um estudo de caso consiste numa investigação intensiva focada em descrever, compreender, prever e/ou controlar o objeto em estudo (i.e., pessoa ou grupo de pessoas, processos, indústria, entre outros). Como suporte à obtenção de dados que transparecessem a realidade da unidade, foram recolhidos dados secundários da empresa. Assim, permitiu a consolidação dos valores da empresa, assim como avaliação da satisfação dos seus intervenientes. Foi então concluído que o The Magnolia Hotel carece de um acompanhamento constante da avaliação de desempenho da unidade, porém conferindo uma performance complacente, dada a recém-entrada no mercado e a sua dimensão. Assim, através da realização deste projeto foi possível realizar uma análise da operação hoteleira desta unidade, e fornecer ferramentas e soluções que permitiram valorizar o desempenho hoteleiro.
The inherent complexity of the hotel industry, reflected in its business organization chart and in the vast amount of data produced by the departments represented, brings great constraints to its managers and directors. The purpose of this project is to reduce these limitations by performing a holistic analysis of a business, through the BSC. The empirical investigation began with a literature review with the aim of framing the BSC in the hotel industry, seeking to reaffirm the importance of this tool and its concepts for hotel performance. From an initial perspective, it was necessary to analyse the bibliographic content, in order to contextualize the tool that supports the project. The analysis method preferred was the method of systematic literature review. The results of this review allowed carrying out a case study with the application of the BSC tool to The Magnolia Hotel. A case study consists of an intensive investigation focused on describing, understanding, predicting and/or controlling the object under study (i.e., person or group of people, processes, industry, others). As a support for obtaining data that showed the reality of the unit, interviews and surveys were carried out with employees. Thus, it allowed the consolidation of the company's values, as well as the visualization of the satisfaction of its stakeholders. It was then concluded that The Magnolia Hotel lacks constant monitoring of the unit's performance assessment, however giving a complacent performance, defined by the recent entry into the market and its dimension. Thus, by carrying out this project it was possible to complete an analysis of the hotel operation and provide tools and solutions that allowed to enhance the hotel performance.
The inherent complexity of the hotel industry, reflected in its business organization chart and in the vast amount of data produced by the departments represented, brings great constraints to its managers and directors. The purpose of this project is to reduce these limitations by performing a holistic analysis of a business, through the BSC. The empirical investigation began with a literature review with the aim of framing the BSC in the hotel industry, seeking to reaffirm the importance of this tool and its concepts for hotel performance. From an initial perspective, it was necessary to analyse the bibliographic content, in order to contextualize the tool that supports the project. The analysis method preferred was the method of systematic literature review. The results of this review allowed carrying out a case study with the application of the BSC tool to The Magnolia Hotel. A case study consists of an intensive investigation focused on describing, understanding, predicting and/or controlling the object under study (i.e., person or group of people, processes, industry, others). As a support for obtaining data that showed the reality of the unit, interviews and surveys were carried out with employees. Thus, it allowed the consolidation of the company's values, as well as the visualization of the satisfaction of its stakeholders. It was then concluded that The Magnolia Hotel lacks constant monitoring of the unit's performance assessment, however giving a complacent performance, defined by the recent entry into the market and its dimension. Thus, by carrying out this project it was possible to complete an analysis of the hotel operation and provide tools and solutions that allowed to enhance the hotel performance.
Description
Keywords
BSC Avaliação do desempenho Hotelaria The magnolia hotel