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Publication
Marketing Digital e a utilização das Redes Sociais na Hotelaria: O Estudo-Caso Curia Palace Hotel, Spa & Golf
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| 1.47 MB | Adobe PDF |
Authors
Abstract(s)
O presente relatório foi realizado no âmbito do estágio desenvolvido para o curso de Mestrado de Gestão e Direção Hoteleira, da Escola Superior de Turismo e Tecnologia do Mar. O estágio decorreu em vários departamentos da unidade hoteleira Curia Palace Hotel, tais como, a receção, andares, eventos e economato. O estágio teve a duração de 1620 horas, com início a 8 de agosto de 2023 e término 28 de julho de 2024.
O respetivo estágio foi útil para integrar todos os conhecimentos que foram retirados ao longo do primeiro ano do mestrado, podendo ser vista como a componente prática do curso, desenvolvendo desta maneira as capacidades na hotelaria.
O foco deste trabalho é a apresentar a importância da área do Marketing Digital e da utilização das redes sociais para a promoção e inovação de uma unidade hoteleira. Esta ideia surge pela constatação de o hotel não estar a explorar totalmente as vantagens da utilização da “social media”, surgindo, por isso, essa oportunidade de melhorar esta necessidade previamente detetada.
O trabalho utiliza uma metodologia qualitativa, realizada através da observação direta e da experiência in loco obtida durante o período de estágio resultando numa proposta de sugestões de melhoria da presença online do hotel.
This report was produced as part of the internship for the Master's programme in Hotel Management and Direction at the Escola Superior de Turismo e Tecnologia do Mar. The internship took place in various departments of the Curia Palace Hotel, such as reception, housekeeping, events and storeroom. The internship lasted 1620 hours, starting on 8 August 2023 and ending on 28 July 2024. The internship was useful for integrating all the knowledge that was learnt during the first year of the master's degree, and can be seen as the practical component of the course, thus developing hospitality skills. The focus of this work is to present the importance of the area of Digital Marketing and the use of social networks for the promotion and innovation of a hotel unit. This idea arose from the realisation that the hotel was not fully exploiting the advantages of using social media, and so the opportunity arose to improve this previously detected need. The work uses a qualitative methodology, carried out through direct observation and on-site experience gained during the internship period, resulting in a proposal of suggestions for improving the hotel's online presence.
This report was produced as part of the internship for the Master's programme in Hotel Management and Direction at the Escola Superior de Turismo e Tecnologia do Mar. The internship took place in various departments of the Curia Palace Hotel, such as reception, housekeeping, events and storeroom. The internship lasted 1620 hours, starting on 8 August 2023 and ending on 28 July 2024. The internship was useful for integrating all the knowledge that was learnt during the first year of the master's degree, and can be seen as the practical component of the course, thus developing hospitality skills. The focus of this work is to present the importance of the area of Digital Marketing and the use of social networks for the promotion and innovation of a hotel unit. This idea arose from the realisation that the hotel was not fully exploiting the advantages of using social media, and so the opportunity arose to improve this previously detected need. The work uses a qualitative methodology, carried out through direct observation and on-site experience gained during the internship period, resulting in a proposal of suggestions for improving the hotel's online presence.
Description
Keywords
Hotelaria Redes sociais Marketing digital Online