Portal de Periódicos da CAPES

Orientação para o mercado no segmento hoteleiro: o caso português

2009; UNIVERSIDADE DE SÃO PAULO; Volume: 20; Issue: 3 Linguagem: Inglês

10.11606/issn.1984-4867.v20i3p446-468

1984-4867

Cristina Estevão, Emerson Wagner Mainardes, Mário Raposo,

Wine Industry and Tourism

The objective of this study was to measure level of orientation for the market of the largest hotel groups of Portugal. After a brief explanation on the market orientation and the hotel segment in Portugal an empiric study was presented performed with the largest groups of 20 hotels of Portugal, using as an instrument of collection data, the traditional Markor scale (market orientation) adapted to the hotel sector. It was found in the investigated organizations a good capacity to generate market information and response to the market. However the results obtained with the construct of the dissemination of market information were below the expectations. So the current challenge for the main networks of hotels in Portugal is to improve the internal dissemination of information that marketing professionals gathered at the market.