Publicação
Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Gomes, Emanuel | |
| dc.contributor.advisor | Zhou, Yueling | |
| dc.contributor.author | Delgado, Joao Vilarinho Lima | |
| dc.date.accessioned | 2024-12-12T14:15:45Z | |
| dc.date.available | 2024-12-12T14:15:45Z | |
| dc.date.issued | 2024-01-31 | |
| dc.date.submitted | 2024-01-31 | |
| dc.description.abstract | Small tourism businesses often internationalize through global Online Travel Agencies (OTAs). As OTAs exert price pressure, premium offers may seek independent internationalization. This project applies such an independent approach to a real premium short-term rental property. The systematic international market selection (IMS) process reveals affluent German families as the optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a financial model is constructed that accounts for eventually increasing direct sales. Based on this model, the authors must conclude that the property will likely become a liability. On top of that, an individual portion of work was conducted. This consisted of an In-depth Market Analysis of Spain, as well as a literature review on International Market Selection (IMS), with a specific focus on small firms or small-medium-enterprises (SME’s). | pt_PT |
| dc.identifier.tid | 203681681 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/176371 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | International business | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Strategy | pt_PT |
| dc.subject | International market selection | pt_PT |
| dc.subject | Tourism industry | pt_PT |
| dc.title | Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics | pt_PT |