publication . Article . 2010

Market orientation for the hotel segment : the portuguese case

Raposo, Mario; Estevão, Cristina; Mainardes, Emerson; Domingues, Maria José;
Open Access English
  • Published: 01 May 2010
  • Publisher: China-USA : Business Review
  • Country: Portugal
In view of the importance of the hotel segment for the tourism and for the economy of countries such as Portugal, the objective of this study was to measure the level of orientation for the market of the largest hotel groups of Portugal. This investigation initially emphasized the importance of the marketing for the organizations, mainly the orientation for the market. After a brief explanation on the hotel segment in Portugal, an empirical study was presented, of quantitative, exploratory and traversal character, performed with the largest groups of 20 hotels of Portugal, using as an instrument of collection data, the traditional Markor scale (market orientatio...
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Marketing management, Orientation to the market, Markor, Hotel sector in Portugal
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