Made available in DSpace on 2010-04-20T20:14:36Z (GMT). No. of bitstreams: 0 Previous issue date: 1992-12-16T00:00:00Z / Desvenda o Modus Operandi dos Albergues da Juventude do Brasil como funcionam, como se inserem no contexto nacional e mundial, atrativos mercadológicos, estruturas organizacional e hotelaria básica da indústria de hospitalidade, marketing mix, planejamento estratégico etc. Sob o prisma dos conceitos do Marketing de Hospitalidade. / The hospitality industry, in which take part hotels, hostels, restaurants etc., has expanded enormously in the last decades, generating the necessity of a reformulation in its operations and in the way of interacting with the market. Fact is that consumers claim to be more demanding about quality now than in prior years. Therefore, marketing practices have to be more intense and adapted to the rea1ity ofthe industry so as to enable the company to adjust itself to changes in the market, to be able to propose and generate new opportunities, to satisfy its consumers and to succeed in. the battle against competition.The youth hostels, right from their beginning, are hostelling young people - sometimes not so young - and offering simple and cheap accommodation which outstands due to cleanness and organization. The European net of youth hostels is remarkably developed and has a superior logistic structure compared to many international hotel chains. In Brazil, the beginning of the implementation of youth hostels occurred in the early 80's and today is clear an actual 'boom' of expansion of youth hostels throughout the country. Nevertheless, this segment of the hospitality industry lacks deeper study regarding marketing. This is corroborated by the fact that only now the responsible organism is tracing marketing issues more decidedly. To attest the marketing structure degree of this segment of the hospitality industry in Brazil, this dissertation confronts the theoretical concepts of hospitality marketing with day-by-day practices. Besides, it aims to enlarge the little knowledge about the World Youth Hostel.Movement.The work already developed which explores and revises the hospitality marketing concepts was fully checked and in a certain extent enlarged and adapted in the light of the international bibliography and due to the specificity of the proposed subject.Generally speaking, Brazilian performance is the best in South America not only in quantity, but also in quality. Actually, quality control measures are part of the present expanding policy. Yet, some unities still have deficiencies and lag behind those from more organized regions. Youth hostels are already present in 70% of the Brazilian tourist targets, mainly because of the system credibility, movement solidification and good quality perception of consumers. On the other hand, government and institutions haven't woken up yet to the hostelling movement in Brazil, which together with Iasting recession, are main causes of difficulties in expanding the business and making peopIe aware of it. Fact is that Brazilian hostelling is really infanto Compared to 1986/87 brand knowIedge is bigger. The same goes to the number of associate hosteIers, 5 thousand in 1986, 40 thousand in the end of 1991. In addition, the market potential was rated to be of 1 million young travellers, no doubt promising. Actually, it's observed that the international movement of hostelers is increasing whereas the internaI markets are steady or declining in the world. Brazil was contemplated with the construction of a 'key hosteI' in Rio by the International Youth Hostel Federation which will help attracting European travellers and increasing Latin America exchanges.In Brazil, receptive tourism after many years sinking is waving signs of revival, with good growth estimates of 10-23% per year.:To sum up, this work attempts to c1arify the modus operandi of youth hostels in Brazil, arguing about and unveiling the Hostelling Organization, taking a picture of its structure and evaluating its involvement with marketing, at the same time that presents action altematives and tendencies. Therefore, the author is confident that by giving suggestions and recommendations in the fields of marketing mix, strategic planning, market segmentation, product differentiation and positioning, the hostelling movement will tackle this difficult but hopeful period with greater chances.