Processo de formação de estratégias de marketing na hotelaria paraibana


IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia




This paper aims to analyze the marketing strategies formation process in hotels, located in the city of João Pessoa. The strategy making process seeks to understand how they are formulated within the organizations, as well as changes occur throughout this process. To understand the strategies formation process, was used as a methodological procedure qualitative research approach, using a multiple case study with three hotels located in the city of Joao Pessoa identified as Beta, Gamma and Delta. As an instrument of data collection, was used a questionnaire composed of 49 questions posed to the subjects directly involved with the creation of marketing strategies of the companies studied, totalizing three respondents. To analyze the data, was used an encryption method and formulated three specific categories of analysis: strategies, context and change, which guided the interpretation of these data. The main results emerged from this study are consistent with the achievement of specific objectives as context, marketing strategies, strategies formation modes and strategic changes. As for the external context, it was found that the hotels Beta and Gamma had similar situations, such as the low bid from Joao Pessoa hotel and the existence of governmental fiscal incentives for the implementation of accommodations in the city. The Delta Hotel was favored by the external context at the beginning of its operations due to the economic stability of the country, of internet popularization and installation of large companies in the state. In the internal context, the three family-run hotels predominated. In Beta and Delta hotels, the power was directly centralized in the hands of entrepreneurs, while at the Gamma hotel had a greater distribution of power among managers. In Gama hotel there was a range of formal marketing strategic planning since the beginning of its operations. At the Beta hotel, from the year 2006 and at the Delta hotel this planning is not formally developed. Regarding the main marketing strategies implemented by the three hotels, are: segmentation, positioning and market differentiation, product definition, pricing, distribution and integrated marketing communications. Regarding the strategy typology, it was noticed that the imposed type excelled in the three cases analyzed, followed by entrepreneurial types and umbrella. In Beta hotel, unlike other hotels, the distribution strategies formation was the procedural type. As for strategic changes, was found differences among the surveyed hotels: the Beta hotel experienced two strategic changes, motivated by external and internal factors, Gamma hotel changed under the influence of internal factors and the Delta hotel has not undergone any kind of strategic change, experiencing periods of continuity in their actions. Was concluded, therefore, it is essential to the understanding of managers about the importance and influence of the external and internal contexts in which the hotels are inserted in the strategies marketing formation and decision making in order to drive the company to seeking or maintaining competitive advantage. Also, the interaction between owners, managers, employees and sectors proved to be decisive for the decision-making and consequently to the formation process of marketing strategies in organizations.


marketing hotelaria estratégia processo administracao

Documentos Relacionados