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A influência do marketing-mix de serviços na escolha de um curso superior de turismo: Portugal e Espanha
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Abstract(s)
O mercado educacional tem-se caracterizado por uma forte competitividade, quer em termos nacionais, quer em termos internacionais. Cada vez mais as Instituições de Ensino Superior (IES), públicas ou privadas, procuram captar estudantes de forma agressiva, recorrendo às práticas comuns do Marketing. Contudo, estas práticas nem sempre se revelam eficazes, levando a que muitas das IES, particularmente privadas, passem por grandes dificuldades financeiras, chegando mesmo a fechar. Por isso, conhecer melhor o perfil dos jovens candidatos e quais as variáveis do marketing-mix que mais interferem nas decisões de escolha dos cursos, assume especial importância. Por outro lado, o Turismo, tem tido uma evolução crescente nas últimas décadas, quer em termos de oferta formativa, quer em termos de procura de mão-de-obra. Perceber se a realidade de Portugal e de Espanha, ou seja, do mercado ibérico, é semelhante ou se apresenta muitas diferenças, pode condicionar as políticas de recrutamento de estudantes, para as áreas do turismo, nestes dois países. O presente estudo, aplicou o mix do marketing de serviços, a duas amostras, em Portugal e Espanha (538 e 770), junto dos estudantes de 1ª inscrição no ensino superior público nos cursos de turismo. Utilizámos uma escala ordinal de Likert de 1 a 5 para medir a importância de cada variável no ato de escolha de um curso superior em turismo. Utilizámos a estatística descritiva e inferencial para identificar quais as variáveis determinantes do marketing-mix, que mais influenciam as escolhas dos cursos, algumas características do perfil dos candidatos e as relações existentes entre as características internas e as influencias externas, dos estudantes relativamente às variáveis mix. Os resultados sugerem que o fator “Produto” é o mais importante e os fatores “Processo” e “Pessoas” são os menos importantes, em ambos os países analisados. Verificámos também que os “Familiares e Amigos” são mais influentes em Portugal do que
em Espanha.
The educational market has been characterized by strong competitiveness, both nationally and internationally. Increasingly, Higher Education Institutions (HEIs), public or private, seek to attract students in an aggressive way, using common marketing practices. However, these practices are not always effective, leading many of the HEIs, particularly private ones, to go through major financial difficulties, even closing. Therefore, to know better the profile of the young candidates and which marketing-mix variables that most interfere in the course choice decisions, is of particular importance. On the other hand, Tourism has been increasing in the last decades, both in terms of training supply and in terms of demand for labour. If the reality of Portugal and Spain, ie the Iberian market, is similar or if there are many differences, it can influence student recruitment policies for the tourism areas in these two countries. The present study applied the service marketing mix to two samples, in Portugal and Spain (538 and 770), among students of 1st enrolment in public higher education in tourism courses. We used a Likert ordinal scale from 1 to 5, to measure the importance of each variable when the students are choosing a tourism higher education course in the public education system. We used descriptive and inferential statistics that allowed us to identify those variables of the marketing-mix that have most influence on the course choices, some characteristics of the profile of the candidates and the relationships between the internal characteristics and the external influences of the students regarding the mix variables. The results suggest that the "Product" factor is the most important one, meanwhile the "Process" and "People" factors are the least important ones in both countries that where analysed. We also found that "Relatives and Friends" are more influential in Portugal than in Spain.
The educational market has been characterized by strong competitiveness, both nationally and internationally. Increasingly, Higher Education Institutions (HEIs), public or private, seek to attract students in an aggressive way, using common marketing practices. However, these practices are not always effective, leading many of the HEIs, particularly private ones, to go through major financial difficulties, even closing. Therefore, to know better the profile of the young candidates and which marketing-mix variables that most interfere in the course choice decisions, is of particular importance. On the other hand, Tourism has been increasing in the last decades, both in terms of training supply and in terms of demand for labour. If the reality of Portugal and Spain, ie the Iberian market, is similar or if there are many differences, it can influence student recruitment policies for the tourism areas in these two countries. The present study applied the service marketing mix to two samples, in Portugal and Spain (538 and 770), among students of 1st enrolment in public higher education in tourism courses. We used a Likert ordinal scale from 1 to 5, to measure the importance of each variable when the students are choosing a tourism higher education course in the public education system. We used descriptive and inferential statistics that allowed us to identify those variables of the marketing-mix that have most influence on the course choices, some characteristics of the profile of the candidates and the relationships between the internal characteristics and the external influences of the students regarding the mix variables. The results suggest that the "Product" factor is the most important one, meanwhile the "Process" and "People" factors are the least important ones in both countries that where analysed. We also found that "Relatives and Friends" are more influential in Portugal than in Spain.
Description
Keywords
Marketing-mix Marketing universitário Modelo de escolha University marketing Choice model
Citation
Schön, M., & Coelho, J. (2017). A influência do marketing-mix de serviços na escolha de um curso superior de turismo: Portugal e Espanha. Proceedings Book of the IX International Tourism Congress (ITC’17), 29-30 November 2017, Peniche, Portugal
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