Estratégias de segmentação da hotelaria para o turismo de negócios: um estudo em São Luís (MA) / Segmentation strategies of hotel management to business tourism: a study in São Luis (MA)

AUTOR(ES)
DATA DE PUBLICAÇÃO

2010

RESUMO

Tourism is an activity in high expansion in its more varied forms, either for leisure reason or business-oriented it presents statistics of growth sometimes bigger than the percentage of growth in economy. The focus of this study is the business-oriented trips, which has great importance for the development of tourism and hotel management activity even in localities with natural and cultural attractions like São Luis-MA. This way, the objective is to study the strategies of segmentation used by the hotels for the development of Marketing Business to Business. Therefore, it is fulfilled a study of multiple cases in two large hotels of the city pertaining of hotels nets: Pestana São Luis Resort Hotel and Quality Grand São Luis Hotel through a qualitative research of exploratory character. First an inquiry of what has been published about the subject, where it is observed scarcity of studies directed to the thematic, as well as a statistical data-collecting from agencies and official entities of the sector. The collection of the primary data occurs trough interviews with the sales managers of the respective hotels, and with the local companies which are customers of these hotels. The analysis of the cases is based on four main points: the structure of marketing in the hotels, the used forms of segmentation, business-oriented actions directed to the public, and the policies of purchase of lodging of the searched companies. It observes that the hotels do not have a sector denominated as marketing management but sales management which takes care of the marketing possess and it has a certain autonomy to fulfill its actions of marketing related to the net, however there is a management of marketing in the net that gives support to the hotels. About segmentation it is noticed that the cases make use of it using as main variable the current volume of sales, potential of future and the structure of sales. In relation to business-oriented specific actions to the public it is observed that this market is of great importance for the two cases possessing high representation in the invoicing of the hotels, however there are not specific prompt actions for this public, follows the same logic of the segmentation of the tourist market as a whole, the differentiation is made by the volume of purchases. Finally on process of purchase of the searched enterprise customers it is noticed that the purchases are made directly between company and hotel, without intermediate, the considered main factors in this process are the offered services and the location, moreover, observes the importance of the user, therefore this possess certain autonomy in the choice of the hotel, although he is not considered in the segmentation process. It is concluded, standing out that the strategies of segmentation for the BtoB public still are incipient, therefore considers a very reduced number of variables what it finishes making difficult, among others things, a relationship politicy more robust.

ASSUNTO(S)

business tourism hotel management hotelaria market segmentation segmentação de mercado turismo de negócios

ACESSO AO ARTIGO

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