Browsing by Author "Sarmento, Manuela"
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- Atratividade do sector de transporte aéreoPublication . Teles, Susana; Sarmento, ManuelaNão se pode conceber uma empresa, qualquer que ela seja, a competir numa determinada indústria ou sector, sem que esta tenha formulado uma estratégia, quer explícita quer implicitamente. A abordagem a uma estratégia poderá ser através do desenvolvimento de um plano envolvendo uma equipa de gestores de topo ou administradores, o que constitui uma formulação deliberada através da análise sistemática, ou do resultado das actividades de vários departamentos da empresa, onde por outro lado a formulação emerge através da aprendizagem interactiva entre os vários membros da empresa. As empresas necessitam de perceber os componentes da indústria onde estão inseridas, descobrir as fontes primordiais de pressão competitiva e a força de cada uma, para poderem definir estratégias adequadas. Esta abordagem não deverá ser estranha à indústria do turismo, nomeadamente o sector de transporte aéreo, que tem assistido à emergência de novos modelos de negócio, à mudança das preferências dos consumidores, ao incremento da tecnologia e à desregulamentação, com implicações directas ao nível da gestão. Neste artigo, parte-se da caracterização do sector de transporte aéreo a nível mundial, destacando os princípios basilares e os tipos de negócio existentes, ensaiando depois a aplicação do Modelo das Cinco Forças de Porter para qualificar esta indústria.
- Coping in the air transport sectorPublication . Teles, Susana; Sarmento, ManuelaCompetition is often regarded as the ultimate solution for market efficiency. In certain sectors, however, market imperfections together with scale and scope economies lead market participants to establish some sort of coope ration efforts in order to maximize the common benefit of the cooperating partners.We argue that this is increasingly the case with the air transport industry. One reason for founding an alliance is to allow its members to prepare themselves to be fit for competing in the global arena, to stay strong in order to protect the home turf, and to be confident that they will not lose neither their identity nor their independence. In this article we analyse the economic rationale behind strategic alliances in the air transport sector, namely emphasizing the individual contributions and collective benefits of airlines when merged within a specific alliance for cooperation purposes. This is an exploratory study with descriptive character based on the literature review.
- Madeira island – destination image and tourists loyaltyPublication . Machado, Luiz Pinto; Santos, Carlos M.; Sarmento, ManuelaThis study uses a Logit model to examine the probability of the image of the tourism destination Madeira, a Portuguese autonomous insular region, being strengthened after the tourists’s visit to the destination. The results of the empirical study are based on a survey carried out to tourists during their visit to the island of Madeira, between March and July 2008. The model confirms that the probability of enhancing Madeira’s tourism destination image after the visit is explained by several independent variables, gathered from the literature review. The findings of the study intend to call local authorities’s attention to the importance of repeated tourists due to the impact that their enhanced image of Madeira may have on the economic sustainability of the destination and on the potential savings in promotion investment. This happens because the client's loyalty brings a high return of the destination’s marketing investment. The conclusions can also help the decision makers of the tourism sector of the island of Madeira to better plan their destination marketing activities.
- Strategic competition and cooperationPublication . Sarmento, Manuela; Teles, SusanaCompetition is often regarded as the ultimate solution for market efficiency. In certain sectors, however, market imperfections together with scale and scope economies lead market participants to establish some sort of cooperation efforts in order to maximize the common benefit of the cooperating partners. We argue that this is increasingly the case with the air transport industry. One reason for founding an alliance is to allow its members to prepare themselves to be fit for competing in the global arena and to stay strong in order to protect the home turf. In this article we analyse the economic rationale behind strategic alliances in the air transport sector, namely emphasizing the individual contributions and collective benefits of airlines when merged within a specific alliance for cooperation purposes. The several possibilities of cooperation agreements between air carriers are also analysed, as well as some of their managerial implications. Finally, the implications for tourism and the prospective medium-term trends for the airline sector are also taken into consideration for the immediate future of this competitive market, notwithstanding the competitive pressures ahead, namely the ones stemming from IT innovation and increasing energy costs.
- Tourism and strategic competition in the air transport industryPublication . Teles, Susana; Sarmento, Manuela; Matias, Álvaro