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Marketing interno na hotelaria: plano estratégico do caso prático do Hotel ABC
| Name: | Description: | Size: | Format: | |
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| 1.22 MB | Adobe PDF |
Authors
Abstract(s)
Este relatório investiga o impacto do Marketing Interno (MI) na gestão estratégica no setor
da hotelaria. O estudo tem como objetivo analisar as práticas de MI do hotel e seu efeito na
satisfação dos colaboradores e na qualidade do serviço, utilizando métodos qualitativos
como observação direta e questionários. A revisão de literatura destaca a importância do
turismo na economia e a necessidade de Marketing eficaz. O MI, em particular, valoriza os
colaboradores, criando um ambiente de trabalho positivo que melhora a qualidade do
serviço. Elementos-chave do MI incluem formação contínua, comunicação eficaz,
desenvolvimento de carreira e sistemas de recompensa. A análise inclui uma avaliação
SWOT das práticas de MI do hotel, identificando pontos fortes como lealdade dos clientes e
estabilidade da equipe, e pontos fracos como a localização remota. As oportunidades
incluem o apelo turístico da região, enquanto as ameaças envolvem alta concorrência e
instabilidade económica. Desenvolver um plano eficaz de MI envolve analisar a situação
interna, definir objetivos SMART, identificar stakeholders, e implementar e avaliar
estratégias. O plano visa melhorar a comunicação interna, aumentar a motivação e garantir
um ambiente de trabalho positivo, resultando em alta qualidade de serviço e satisfação do
cliente. Os resultados indicam o papel crucial da comunicação interna nas estratégias de MI.
Formação contínua e desenvolvimento profissional são vitais para manter a moral e a
motivação da equipa. Práticas eficazes de MI melhoram significativamente a satisfação dos
colaboradores, impactando positivamente a experiência dos clientes e a reputação do hotel.
Em conclusão, o MI é essencial para a gestão estratégica na hotelaria, influenciando
diretamente a qualidade do serviço e a satisfação do cliente. Os gestores devem investir
continuamente em estratégias de MI, adaptando-se às necessidades dos colaboradores e às
mudanças externas.
This report investigates the impact of Internal Marketing (IM) on strategic management in the hospitality sector. The study aims to analyse the hotel's IM practices and their effect on employee satisfaction and service quality, using qualitative methods such as direct observation and surveys. The literature review highlights the importance of tourism in the economy and the need for effective Marketing. IM, in particular, enhances employee value, creating a positive work environment that improves service quality. Key IM elements include continuous training, effective communication, career development, and reward systems. The analysis includes a SWOT evaluation of the hotel's IM practices, identifying strengths like customer loyalty and staff stability, and weaknesses such as remote location. Opportunities include the region's tourism appeal, while threats involve high competition and economic instability. Developing an effective IM plan involves analysing the internal situation, setting SMART objectives, identifying stakeholders, and implementing and evaluating strategies. The plan aims to improve internal communication, boost motivation, and ensure a positive work environment, leading to high service quality and customer satisfaction. Results indicate the crucial role of internal communication in IM strategies. Continuous training and professional development are vital for maintaining team morale and motivation. Effective IM practices significantly enhance employee satisfaction, positively impacting customer experience and the hotel's reputation. In conclusion, IM is essential for strategic management in hospitality, directly influencing service quality and customer satisfaction. Managers should continually invest in IM strategies, adapting to employee needs and external changes.
This report investigates the impact of Internal Marketing (IM) on strategic management in the hospitality sector. The study aims to analyse the hotel's IM practices and their effect on employee satisfaction and service quality, using qualitative methods such as direct observation and surveys. The literature review highlights the importance of tourism in the economy and the need for effective Marketing. IM, in particular, enhances employee value, creating a positive work environment that improves service quality. Key IM elements include continuous training, effective communication, career development, and reward systems. The analysis includes a SWOT evaluation of the hotel's IM practices, identifying strengths like customer loyalty and staff stability, and weaknesses such as remote location. Opportunities include the region's tourism appeal, while threats involve high competition and economic instability. Developing an effective IM plan involves analysing the internal situation, setting SMART objectives, identifying stakeholders, and implementing and evaluating strategies. The plan aims to improve internal communication, boost motivation, and ensure a positive work environment, leading to high service quality and customer satisfaction. Results indicate the crucial role of internal communication in IM strategies. Continuous training and professional development are vital for maintaining team morale and motivation. Effective IM practices significantly enhance employee satisfaction, positively impacting customer experience and the hotel's reputation. In conclusion, IM is essential for strategic management in hospitality, directly influencing service quality and customer satisfaction. Managers should continually invest in IM strategies, adapting to employee needs and external changes.
Description
Keywords
Marketing interno Gestão hoteleira Satisfação dos colaboradores Fidelização Qualidade do serviço Internal marketing Hospitality management Employee satisfaction Loyalty Service quality Gestão Hoteleira . Escola Superior de Tecnologias e Gestão