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Impacts of a subsidiary hotel-s green practices on its parent brand equity: the case of Monchique
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| 3.14 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Segmenting and targeting are essential marketing strategies for the hospitality industry to better
cope with seasonality fluctuations and address customer’s needs, which isthe focus of the study.
Additionally, determinants of attractiveness of Portuguese rural destinations are analyzed so as
the effectiveness of social media as a communication tool, the challenges the resort faces to
recruit and retain employees in its remote location, and how environmental-sustainable
practices of subsidiary resorts impact parent brand equity. The study targets Monchique Resort
& Spa, aiming to improve its strategies based on current KPIs, satisfaction surveys and inperson interviews. Findings allow to conclude that families and business guests have different
needs and expectations of what a resort experience should look like, proving the importance to
segment the market. Entertainment activities and food diversity were found as the most
important attributes when staying at a rural resort.
Descrição
Palavras-chave
Resort Segmentation and targeting Environmental sustainability