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Implicações da satisfação dos clientes no aumento das receitas em empresas hoteleiras. O caso prático do Golden Beach Guesthouse
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| 3.8 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
O setor turístico representa mudança. Mudanças no mundo normalmente trazem
mudanças ao setor turístico, e ao setor hoteleiro. O alojamento local tem, nos últimos anos
tido um enorme impacto na realidade turística no país, que teve os seus anos dourados na
última década, entre 2010 e 2019, registando aumentos médios anuais na ordem dos 7,2%
nas dormidas, e de 10,3% de variação média nas receitas geradas, passando de 7,6 mil
milhões euros para 18,4 mil milhões em 2019 (Turismo de Portugal, 2021). Porém, com
o surgimento da pandemia originada pelo Covid-19, em 2020, Portugal teve o seu pior
ano desde que há registo. As dificuldades não se cingiram unicamente a fatores
económicos ou financeiros, mas também sociais e operacionais, entre muitas outras
adaptações que foram sendo decretadas pelos governos nacionais, originando uma crise
mundial sem precedentes, fechando fronteiras, empresas e retendo pessoas/turistas. O
presente projeto foi também, em certa medida, afetado pela pandemia.
A satisfação dos hóspedes é o core do sucesso para qualquer empreendimento ou
alojamento turístico, pelo que se torna indispensável o seu estudo e rastreio pelas
empresas hoteleiras. A satisfação engloba diferentes dimensões, e as pessoas reagem de
formas diferentes a cenários diferentes, pelo que o presente estudo procura abranger as
dimensões que se tornam mais pertinentes para a retenção, fidelização e satisfação dos
clientes.
Este trabalho de projeto tem o objetivo de enaltecer e estabelecer ligações entre
algumas dimensões que contribuem para o aumento das receitas. Embora a satisfação de
clientes seja um tema crescente entre a comunidade científica, ainda carece de alguma
investigação no setor das viagens e turismo, fortemente marcada pela interação humana,
sendo frequentemente descrita como um negócio de pessoas para pessoas, trazendo
complexidade acrescida ao seu estudo.
Nesse sentido, o início do estudo é uma revisão de literatura, onde foram investigados
os temas definidos como fundamentais para o aumento das receitas, tendo a sua origem
na satisfação dos clientes, e verificar se existe ligação entre ambas, e se a satisfação dos
clientes representa um critério fundamental para o aumento das receitas,
independentemente de a unidade hoteleira adotar estratégias de Yield ou Revenue
Management, ou de Costumer Relationship Management, por exemplo. No último capítulo do projeto é efetuado um estudo de caso, no Golden Beach
Guesthouse, onde foram implementadas algumas das medidas dos estudos da revisão de
literatura e onde se avaliaram os resultados dos mesmos.
The tourism sector represents change. Changes in the world usually bring changes to the tourism industry, and the hospitality industry. Local accommodation has, in recent years, had a huge impact on the tourist reality in the country, which had its golden years in the last decade, between 2010 and 2019, recording average annual increases of around 7.2% in overnight stays, and 10.3% average change in revenue generated, from 7.6 billion euros to 18.4 billion euros in 2019 (Turismo de Portugal, 2021). However, with the emergence of the pandemic caused by Covid-19, in 2020, Portugal had its worst since there is record. The difficulties were not limited only to economic or financial factors, but also social and operational, among many other adaptations that were being decreed by national governments, giving rise to an unprecedented global crisis, closing borders, companies and retaining people/tourists. The present project was also, to some extent, affected by the pandemic. The guest’s satisfaction is the core of success for any tourist accommodation, which is why it is essential for them to be studied and tracked by hotel companies. Satisfaction encompasses different dimensions, and people react in different ways to different scenarios, so this study seeks to cover the dimensions that become more relevant for customer retention, loyalty, and satisfaction. This project work aims to highlight and establish links between some dimensions that contribute to the increase in revenue that, as in all companies, represent their ultimate goal. Although customer satisfaction is a growing theme among the scientific community, it still lacks some investigation in the travel and tourism sector, strongly marked by human interaction, being often described as a people-to-people business, bringing added complexity to its study. In this sense, the beginning of the study is a literature review, where the themes defined as fundamental for increasing revenue were investigated, having their origin in customer satisfaction, and verifying whether there is a connection between the two, and whether customer satisfaction represents a fundamental criterion for increasing revenues, regardless of whether the hotel unit adopts Yield or Revenue Management strategies, or Customer Relationship Management, for example. In the last chapter of the project, a case study is carried out at the Golden Beach Guesthouse, where some of the measures of the literature review studies were implemented and where their results were verified.
The tourism sector represents change. Changes in the world usually bring changes to the tourism industry, and the hospitality industry. Local accommodation has, in recent years, had a huge impact on the tourist reality in the country, which had its golden years in the last decade, between 2010 and 2019, recording average annual increases of around 7.2% in overnight stays, and 10.3% average change in revenue generated, from 7.6 billion euros to 18.4 billion euros in 2019 (Turismo de Portugal, 2021). However, with the emergence of the pandemic caused by Covid-19, in 2020, Portugal had its worst since there is record. The difficulties were not limited only to economic or financial factors, but also social and operational, among many other adaptations that were being decreed by national governments, giving rise to an unprecedented global crisis, closing borders, companies and retaining people/tourists. The present project was also, to some extent, affected by the pandemic. The guest’s satisfaction is the core of success for any tourist accommodation, which is why it is essential for them to be studied and tracked by hotel companies. Satisfaction encompasses different dimensions, and people react in different ways to different scenarios, so this study seeks to cover the dimensions that become more relevant for customer retention, loyalty, and satisfaction. This project work aims to highlight and establish links between some dimensions that contribute to the increase in revenue that, as in all companies, represent their ultimate goal. Although customer satisfaction is a growing theme among the scientific community, it still lacks some investigation in the travel and tourism sector, strongly marked by human interaction, being often described as a people-to-people business, bringing added complexity to its study. In this sense, the beginning of the study is a literature review, where the themes defined as fundamental for increasing revenue were investigated, having their origin in customer satisfaction, and verifying whether there is a connection between the two, and whether customer satisfaction represents a fundamental criterion for increasing revenues, regardless of whether the hotel unit adopts Yield or Revenue Management strategies, or Customer Relationship Management, for example. In the last chapter of the project, a case study is carried out at the Golden Beach Guesthouse, where some of the measures of the literature review studies were implemented and where their results were verified.
Description
Keywords
Turismo Hotelaria Satisfação de clientes Yield management Revenue management Costumer relationship management.