A medição de desempenho é um tópico muito sensível às organizações atualmente, pois à medida que os processo de negócios se tornam mais complexos, novas formas de controle e medição do desempenho são demandadas. Essa realidade permeia todas as áreas funcionais, inclusive a de marketing. A medição de desempenho de marketing vem sendo estudada desde a década de 1960 e ao longo das décadas passou por diferentes ênfases. Atualmente, essa temática vem ganhando destaque devido a um conjunto de fatores como terceirização, outsourcing e turbulências econômicas que pressionam cada vez mais os profissionais de marketing a justificarem os resultados de suas ações. Uma das lacunas de pesquisa reside na excessiva proliferação de métricas, que dificultam aos profissionais de marketing saber quais delas selecionar e como integrá-las na prática organizacional. Além disso, os distintos modelos de medição de desempenho de marketing já desenvolvidos se mostram excessivamente teóricos e difíceis de operacionalizar. Diante do exposto, o objetivo dessa tese consistiu em desenvolver uma proposta para a seleção de métricas de marketing e administração da medição de desempenho de marketing, de modo que possa ser utilizado por organizações do setor hoteleiro. Para alcançar o objetivo proposto foi realizada a revisão da literatura concernente a medição de desempenho organizacional, medição de desempenho de marketing e gestão hoteleira, que deu origem a proposta de seleção de métricas de marketing e administração da medição de desempenho de marketing, para o setor de hotelaria. A metodologia se baseou na pesquisa exploratória e qualitativa com utilização do método de estudo de caso. A etapa de campo foi realizada em duas grandes redes hoteleiras internacionais que atuam no mercado nacional. Foi feita a análise do processo de seleção de métricas de marketing e de administração da medição de desempenho de marketing por meio dos dados coletados, os quais foram analisados a partir das teorias balizadoras do estudo. Os principais resultados apontam que em ambas as redes hoteleiras tanto o sistema de medição de desempenho, quanto as métricas utilizadas já vêm formatados da matriz; cabendo aos executivos locais o acréscimo de métricas e a definição de alguns parâmetros. As organizações estudadas também apresentaram um balanceamento adequado entre as métricas utilizadas, com destaque para métricas que medem a qualidade dos serviços, satisfação dos clientes, Revpar, ROI e market share. Também constatou-se um amplo uso de métricas para a web. Ao final desta análise, foi apresentada a proposta de final para seleção de métricas de marketing e medição de desempenho de marketing, para hotelaria. / Performance measurement is currently a very sensitive topic to organizations; consequently, as the business process becomes further complex, new forms of control and process measurement are demanded. This reality permeates all functional areas, including marketing. The performance measurement of marketing has been studied since the 1960\'s, and throughout the decades it has gone through various emphases. Presently, this issue has been gaining prominence due to a set of factors such as outsourcing and economic turmoil, which increasingly pressures marketing professionals to justify the results of their actions. Some of the research gaps that exist include the excessive proliferation of metrics, which makes it difficult for marketing professionals to know which ones to select and how to integrate them into organizational practice. Furthermore, the already developed models of performance measurement have shown themselves to be excessively theoretical and difficult to operate. Given the above, the objective of this thesis constituted in developing a proposal for the selection of marketing metrics and the management of marketing performance measurement, in ways which may be utilized by organizations of the hotel sector. In order to reach the proposed objective, a revision of the literature concerning organizational performance measurement, marketing performance measurement, and hotel management was performed, which led to the proposal for selection of marketing metrics and management of marketing performance measurement in the hospitality industry. The methodology based itself on the exploratory and qualitative research, utilizing the case study method. The field stage was conducted in two large international hotel chains, which operate in the domestic market. Analyses were made of the selection process of marketing metrics and management of marketing performance management through the collected data, which were analyzed from the theories as landmark study. The main results show that in both hotel chains the performance measurement system, as well as the selected metrics, come already formatted from the head office. Local executives are allowed to choose some metrics to work with and define some parameters. The studied organizations showed a well-balanced performance measurement system which highlighted metrics for services quality, customer satisfaction, Revpar, ROI and market share. Data also showed that metrics for the web were fairly used. By the end of this analysis, the final proposal for selecting marketing metrics and marketing performance measurement for hotel industry was presented.

A qualidade dentro da hotelaria, segundo a perspectiva dos hóspedes pode ser igual, inferior ou superior às suas expectativas. Para estimar esta qualidade é preciso estabelecer atributos, medi-los e elencá-los. Este trabalho propôs-se a através de um levantamento bibliográfico, chegar a atributos de qualidade nos serviços de hotelaria, e posteriormente medi-los junto aos hóspedes dos hotéis de Ribeirão Preto, visando contrastar as diferentes necessidades dos clientes hoteleiros de lazer e negócios. Para isso foi utilizada a aplicação de questionários com o método SERVQUAL em clientes de hotéis da cidade. Esta ferramenta compara as expectativas e percepções dos mesmos. Os dados obtidos foram analisados estatisticamente. O estudo aponta para hóspedes de lazer e negócios com perfis diferenciados de gênero, renda, frequência de viagens. Quanto às questões comparativas do SERVQUAL, conclui-se que os hóspedes de lazer estão quase totalmente satisfeitos com os hotéis nos quais se hospedaram na cidade. Porém, aponta hóspedes de negócios que desejam mais do que encontram nestes estabelecimentos. Há pontos a melhorar em quase todas as dimensões: tangibilidade, confiabilidade, responsividade e segurança. Para o atendimento de excelência dos indivíduos que viajam com este tipo de motivação torna-se necessário ampliar o conhecimento sobre os mesmos e adotar medidas efetivas para sua satisfação. / The quality in the hotel industry, in conformity to the guests perspective can be equal, lower or higher than they expected. To appraise this quality it is needed to establish attributes, measure and order them. This study intends to make a bibliographical research to find quality attributes in hotel services and after that, to test them among Ribeirão Pretos hotel guests. The objective is to contrast different needs of these business and leisure guests. For that, SERVQUAL Method it was used and required questioner applications to the citys hotel clients. This instrument compares the expectations and the perceptions of these two different types of costumers. The data obtained was statistically analyzed. The study has as aim either to leisure and business guests with distinct profiles of gender, income, travel frequency. When it comes to SERVQUAL comparative questions, it was concluded that leisure guests are very much satisfied with the hotels that they are lodged in town. Meanwhile, the study shows business guests that wish more than they find in these establishments. There are aspects to work on almost every dimension: tangibles, reliability, responsiveness and security. To have an excellence attend of individuals who travel with this kind of motivation, some increasement in knowledge about them and adoption of effective ways to measure for their satisfaction are necessary.

Master of Science / Department of Hospitality Management and Dietetics / Jichul Jang / Working as a front line employee in the hospitality industry is not always easy. There can be long working hours, high work demand and many other disadvantages that can lead to increased stress on an employee of the industry. These disadvantages have led to one of the highest turnover rates compared to most other industries (NRA, 2017). Managers have been looking at possible ways to reduce turnover by giving employees more freedom. In most organizations, the manager implements changes in each employee’s job design and roles within the organization. Recent job design has focused on letting the employee develop some of the task they do. This certain type of job redesign is called job crafting. Job crafting is a theoretical concept where an employee is allowed to implement change or redesign certain aspects of their job (Wrzesniewski & Dutton, 2001). According to Wrzesniewski and Dutton (2001), the three main ways that one can craft their job are through changes in work tasks, relationships, and perception of one’s job. So the question is, “How does job crafting have a creative impact on front line hospitality employee behavior at work?” The purpose of this study is to examine whether job crafting is related to creative self- efficacy, which can in turn lead to employee organizational citizenship behaviors. That is, the more employees participate in crafting activities, the more they will believe that they can be creative and follow through with their creative idea, which will lead the employees to having more organization citizenship behavior. The sample for this study consists of 323 front line employees in the hotel industry. Participants’ job crafting, creative self-efficacy and organizational citizenship behaviors were measured. After running the variables through a regression analysis, the results showed a significant positive relation between job crafting and organizational citizenship behavior with creative self-efficacy as a mediator. From a theoretical perspective, this study contributes to an understanding of organizational citizenship behavior in the hotel context by shedding light on the role of job crafting. Practical implications from this study could encourage managers that are focused on improving organizational citizenship behavior in their hotels to look into promoting job crafting.

D.Phil. (Geography) / Geographical research, with its central concerns on place, space and the environment has been an important element of the growth and consolidation of tourism studies. Recent geographical research in tourism has investigated a variety of issues. Several areas where the contribution by geographers is notable include: destination planning and management, innovation, tourism entrepreneurship, human mobility, conservation and bio-security, international business, poverty reduction and pro-poor tourism and global environmental change. The movement of people away from their place of permanent residence creates a demand for lodging and other services in order to satisfy their tourist needs. The establishment, evolution and upgrading of the commercial accommodation sector, which includes hotels, guest houses, bed and breakfasts, backpacker hostels and home-stays, is an important research area for tourism scholars and geographers. Accommodation provides a temporary home for the tourist and different accommodation types, notably hotels, assume an important function in cities. Notwithstanding the central role played by hotels, the hotel sector is under researched within the disciplines of economic geography, urban studies and tourism scholarship. Since 1990 and the upsurge in tourist arrivals, scholarship on tourism research has become a prominent avenue of enquiry for South African geographers. Whilst there has been some research on mainly small forms of accommodation, the hotel, which is the most visible expression of tourism has been largely ignored. This thesis provides a contribution to the neglected issues regarding the production or supply of accommodation. The broad goal of this investigation is to understand and investigate the fundamental restructuring which has taken place in the South African hotel industry over the period 1990 to 2010. This restructuring of the hotel sector involved a set of both structural and spatial changes. The study period begins with the demise of apartheid and South Africa’s re-entry into the international tourism economy and ends with South Africa’s hosting of the 2010 FIFA Soccer World Cup. This study provides a detailed analysis of the changing structure and spatial organization of the hotel sector in a developing tourism economy. It further investigates the hotel as a type of property asset class and undertakes an analysis of the drivers of the changing structure of hotel development. The study then investigates the appearance and growth of the phenomenon of market segmentation in the South African hotel industry. The research further seeks to interpret the spatial changes occurring in the hotel sector at both the national and intra-urban scale of locational choice and finally explores the different geographies of hotel change as differentiated by factors of hotel quality, size and segment. This thesis seeks to re-dress the gap in knowledge of the South African hotel sector, whilst acknowledging that additional avenues of hotel research require further investigation.

The main aim of this master thesis is to provide comprehensive overview of a chosen hotel's current condition using the strategic analysis which will also help to propose changes that lead to a better prosperity. The thesis is divided into two main parts, theoretical and practical. The theoretical part explains all the terms needed for analysis. The hotel's terminology, strategy and the individual methods of a strategic analysis. The practical part is focused on strategic analysis itself. It is divided into external and internal business environment. Macro external environment is summarized using PEST analysis, microenvironment using Porter's five forces model. Internal environment is analysed with VRIO analysis. All the results are summarized using SWOT analysis, which will help to propose changes in the company.

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Master's thesis deals with the formation of business and marketing strategy with application to specific four-star hotel in Prague. First part is focused on basic definitions and importance of accommodation in tourism industry, followed by summary of theory needed for development of quality strategy. Practical part is dedicated to analysis of external and internal environment of the hotel, analysis of its competition and proposals to supplement the current business and marketing strategy.

Tourism trade as well as hotel industry plays an important role in the services sector of the national economy of many countries, including the Czech Republic. The success of the whole branch is significantly influenced by demand fluctuations which usually occur in seasonal terms. Nowadays, however, when the world economy is afflicted by economical crisis, the demand downturns are apparent even in the times of high season. That is why the companies search for methods which would help to soften the impact of the crisis. Yield management appeared in hotel industry more than 20 years ago and is now used in many hotel chains and even small independent hotels. Its goal is to eliminate the demand fluctuation through an effective use of the hotel capacity. In practice it means to ensure that the right rooms are sold to the right customer for the right price. The aim of this thesis is a presentation of an application of Yield management theory in practice, in case of Hilton Prague hotel and to find out the opportunities of the Yield management to reduce the impact of economical crisis. First, we will need to define the base and principals of Yield management. Then we will apply them in practice to the Hilton Prague hotel. Finally, for the use of this hotel, we will examine the methods of smoothing the stroke of the crises.

Hotel is an enterprise with a wide range of services for tourists and this thesis focuses on the description of the activities of the accounting point of view. In the first part of thesis I define the development of tourism, which of course belongs to the hotel. In the next part I attend to legislation, which is used in the operation of the hotel. I next describe the accounting specifics of the hotel activities, and finally dealing with the final accounts by the hotel.

This thesis deals about franchising and its aplication in practice. The objective of this thesis is evaluation of weak and strong points of franchising system of OREA HOTELS. The first part deals about definitions, advantages and disadvantages of franchising and expansion of franchising in the world. The practical part deals about advantages and requirements of franchising system of chosen company. Recommendations that would lead to improvement of those weak point are part of this thesis too.