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Previous issue date: 2016-06-28 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior (CAPES) / O presente trabalho tem como objetivo principal de pesquisa, analisar as estrat?gias de precifica??o adotadas por meios de hospedagem de m?dio e grande porte nos destinos tur?sticos de Natal e Pipa/RN aplicando o modelo do Shoemaker (2003) para an?lise. O objetivo geral est? norteado pelos seguintes objetivos espec?ficos: a) Identificar quais s?o as a??es de precifica??o adotadas pelos empreendimentos hoteleiros; b) Classificar as estrat?gias utilizadas, segundo o modelo de Shoemaker (2003); c) Propor um conjunto de sugest?es para os hot?is analisados. O referencial te?rico desse trabalho baseia-se no estudo das principais publica??es nacionais e internacionais sobre setor hoteleiro, marketing, estrat?gias de precifica??o e valor. A metodologia aplicada apresenta car?ter descritivo com abordagem qualitativa de dados, que almeja obter resultados atrav?s da realiza??o de entrevistas semiestruturadas, pesquisa bibliogr?fica e documental. O estudo tem como p?blico-alvo, gerentes e propriet?rios de 12 (doze) hot?is de m?dio e grande porte localizados na cidade de Natal/RN e na praia de Pipa/RN, por serem os dois destinos tur?sticos mais visitados no Estado e, por conseguinte, possu?rem o maior parque hoteleiro. O cronograma das atividades de pesquisa iniciou-se no 1? semestre do ano de 2014 finalizando em junho do ano de 2016, onde os dados obtidos foram devidamente analisados a partir do modelo te?rico escolhido para valida??o dessa pesquisa. Diante da pesquisa, observou-se a utiliza??o de estrat?gias de precifica??o e itens valorativos no trade hoteleiro do p?blico analisado, corroborando assim, com taxas expressivas de ocupa??o. / This study aims to research, analyze the pricing strategies adopted by medium and large hotels in Natal and Pipa / RN applying Shoemaker model (2003) for analysis. The overall objective is guided by the following specific objectives: a) Identify what are the pricing actions taken by hotel developments; b) classify the strategies used, according to the model Shoemaker (2003); c) To propose a set of suggestions for hotels analyzed. The theoretical framework of this work is based on the study of major national and international publications on the hotel industry, marketing, pricing strategies and value. The methodology presents descriptive qualitative approach to data, which aims to get results by conducting semi-structured interviews, literature and documentary. The study's target audience, managers and owners of twelve (12) medium and large hotel located in the city of Natal / RN and the beach of Pipa / RN, being the two most visited tourist destinations in the State and, therefore, having the largest hotel park. The schedule of research activities started in the 1st half of 2014 ending in June 2016, where the data were properly analyzed from the theoretical model chosen for validation of this research. Given the research, there was the use of pricing strategies and evaluative items in the hotel trade of the analyzed public, thus corroborating with significant occupancy rates.
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/21912 |
| Date | 28 June 2016 |
| Creators | Leite, Andressa Ferreira Ramalho |
| Contributors | 63805456468, Marques J?nior, S?rgio, 12345018801, Almeida, Juliana Vieira de, 62177818400, Medeiros, Carlos Alberto Freire |
| Publisher | PROGRAMA DE P?S-GRADUA??O EM TURISMO, UFRN, Brasil |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/openAccess |
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