Major, EuclidesGuerreiro, SérgioChen, Yibo2024-02-232024-02-232023-01-202023-01-20http://hdl.handle.net/10362/164006Segmenting 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.engResortSegmentation and targetingEnvironmental sustainabilitymaster thesis203315197