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Publication
Estratégias de marketing pós pandemia na RAM (Região Autónoma da Madeira)
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| 1.82 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O tema da presente dissertação surgiu pelo interesse pessoal da autora pela área
do marketing e mais especificamente o marketing digital. Tendo como formação base a
área do Turismo considerou-se ser interessante juntar estas duas áreas e fazer desta união
o tema da pesquisa com a qual se conclui o mestrado. O foco do presente estudo são as
estratégias de marketing utilizadas pelas empresas ligadas direta ou indiretamente ao
Turismo num contexto pós-pandémico na Região Autónoma da Madeira (RAM).
Considerou-se interessante estudar como as empresas lidaram com a crise causada
pela pandemia, bem como as estratégias utilizadas para colmatar e ultrapassar as
dificuldades financeiras que daí advieram.
Os objetivos principais do trabalho são caracterizar a atitude das empresas
regionais face ao risco de uma forma global e expor as diferentes formas utilizadas pelas
empresas para a gestão de risco. Tendo como contexto principal a recente pandemia por
Covid, deu-se enfase à gestão do risco com características semelhantes e a forma como
as empresas lidaram com estas, especialmente através de estratégias de marketing.
Foi feita uma revisão de literatura onde foram desenvolvidos conceitos como o de
Turismo, Covid e desemprego, Necessidades dos consumidores e Redes sociais.
Optou-se pela utilização do método de inquérito por questionário, enviado por
email a cento e vinte empresas que estejam direta ou indiretamente ligadas ao turismo,
como a hotelaria, agências de viagens, empresas de animação turística, empresa de
transferes, restaurantes, rent-a-cars. Quarenta e uma empresas responderam ao
questionário.
O presente estudo aborda também a forma como o estado português atuou para
auxiliar as empresas.
The subject of the following dissertation emerged as a result of the author's personal interest in the marketing field and more specifically digital marketing. She majored in Tourism so it was only fitting to join these two areas and turn this combination into the research subject with which to conclude her master's degree. This study focused on the marketing strategies used by companies linked directly or indirectly to tourism in a post pandemic context in the Autonomous Region of Madeira. It was interesting to study how companies dealt with the pandemic crisis as well as the strategies used to address and overcome the resulting financial difficulties. The main goals of this study were to characterize the attitudes of the regional companies towards risk in a global way and expose the different ways used by these companies to manage it. Using the Covid pandemic as the main context, emphasis was given to risk management with similar characteristics and the way companies dealt with it, especially through marketing strategies. A literature review was carried out and concepts such as Tourism, Covid, Unemployment, Consumer needs and Social networks were addressed. The survey method of choice was a questionnaire, sent by email to a total of 120 companies directly or indirectly linked to tourism, such as hotels, travel agencies, tourist animation companies, transfer companies, restaurants and rent-a-cars. Forty-one companies answered back. This study also addresses the way the Portuguese government acted to aid the companies.
The subject of the following dissertation emerged as a result of the author's personal interest in the marketing field and more specifically digital marketing. She majored in Tourism so it was only fitting to join these two areas and turn this combination into the research subject with which to conclude her master's degree. This study focused on the marketing strategies used by companies linked directly or indirectly to tourism in a post pandemic context in the Autonomous Region of Madeira. It was interesting to study how companies dealt with the pandemic crisis as well as the strategies used to address and overcome the resulting financial difficulties. The main goals of this study were to characterize the attitudes of the regional companies towards risk in a global way and expose the different ways used by these companies to manage it. Using the Covid pandemic as the main context, emphasis was given to risk management with similar characteristics and the way companies dealt with it, especially through marketing strategies. A literature review was carried out and concepts such as Tourism, Covid, Unemployment, Consumer needs and Social networks were addressed. The survey method of choice was a questionnaire, sent by email to a total of 120 companies directly or indirectly linked to tourism, such as hotels, travel agencies, tourist animation companies, transfer companies, restaurants and rent-a-cars. Forty-one companies answered back. This study also addresses the way the Portuguese government acted to aid the companies.
Description
Keywords
Marketing Marketing digital Covid-19 Turismo Redes sociais Madeira (Portugal) Digital marketing Tourism Social networks Estudos Regionais e Locais . Faculdade de Artes e Humanidades