STRATEGIES IMPLEMENTED IN HOTEL COMPANIES BEFORE AND DURING THE OIL SPILL AND COVID-19
Palavras-chave:
Strategy, covid-19, oil, Porto de Galinhas
Resumo
This theoretical-empirical study aims to analyze the strategic actions implemented by international entrepreneurs of hotels and inns located in Porto de Galinhas-PE (Brazil), and in the surroundings, in the face of the oil spill and Covid-19 catastrophes. It is a study of multiple cases with a qualitative approach. Documents and transcripts of semi-structured interviews carried out with directors, managers and employees of hotels, inn, Porto de Galinhas Hotels Association (AHPG) and Porto de Galinhas Convention & Visitors Bureau (PGACVB) were analyzed using the ATLAS.ti software. As a result of this study, it was found that with regard to strategic actions before disasters, it appears that differentiation was present in Hotels A, B and D and as differentiating elements are: services offered, personalized and regionalized drinks, revenue management and modern infrastructure. As for the strategic actions in the context of catastrophes, it is attested that the differentiation is also present in Hotel-A and Hotel-B with the implementation of new services (all inclusive and Bureau Veritas certification) respectively. This investigation reveals that differentiation forms the essential basis for the consolidation of the tourist destination in the domestic and international market. Therefore, these results indicate that the business strategies adopted in hotels and inns influence the strengthening of the tourist destination. In addition to the lack of internationalization studies in companies in the northeast of the country, investigations on the topic in the area of tourism are incipient. The sector's organizations are especially important to maintain the sustainable development of tourism-oriented economies, such as the coast of Pernambuco.
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Referências
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Araújo, M.A., Ramalho, C.W.N. & Melo, P.W. (2020), “Pescadores artesanais, consumidores e meio ambiente: consequências imediatas do vazamento de petróleo no Estado de Pernambuco, Nordeste do Brasil”, Cadernos de Saúde Pública, 36(1),1-6. https://dx.doi.org/10.1590/0102-311X00230319
Bardin L. (2016), “Análise de conteúdo”. Edições 70, São Paulo
Bharwani, S. & Mathews, D. (2021a), “Techno-business strategies for enhancing guest experience in luxury hotels: a managerial perspective”, Worldwide Hospitality and Tourism Themes, 13(2), 168-185. https://doi.org/10.1108/WHATT-09-2020-0121
Bharwani, S. & Mathews, D. (2021b), “Post-pandemic pressures to pivot: tech transformations in luxury hotels”, Worldwide Hospitality and Tourism Themes, 13 (5), 569-583. https://doi.org/10.1108/WHATT-05-2021-0072
Bianchini, G.A. & Mondo, T.S. (2020), “Revenue management: estudo comparativo na hotelaria de Florianópolis-SC”, Marketing & Tourism Review, 5(1), 2-33. https://doi.org/10.29149/mtr.v5i1.6254
Boaria, F. & Anjos, S.J.G.D. (2014), “Revenue management a gestão de receitas na hotelaria em Foz do Iguaçu – PR”, Turismo: Visão e Ação, 16(1), 92-114. https://doi.org/10.14210/rtva.v16n1.p92
Buhalis, D. & Sinarta, Y. (2019), “Real-time co-creation and nowness service: lessons from tourism and hospitality”, Journal of Travel & Tourism Marketing, 36(5), 563-582. https://doi.org/10.1080/10548408.2019.1592059.
Casanueva, C., Callego, A. & Revilla, M.A. (2015), “Access and mobilization of network resources and competitive advantage in hotels: a conceptual framework”, International Journal of Contemporary Hospitality Management, 27(6), 1279-1300. https://doi.org/10.1108/IJCHM-03-2013-0144
Centurión, L. (2015), Princípios e práticas de revenue management: gerenciamento de demanda, de receita e de distribuição, SENAC, São Paulo, BR.
Crotti, M.S.R. & Moretti, S.L.A. (2019), “A hospitalidade e a influência do atendimento na percepção de satisfação dos hóspedes em hotéis de luxo no brasil”, Revista Turismo, Visão e Ação, 21(3), 309-335. https://doi.org/10.14210/rtva.v21n3.p309-335
Dias, A., Patuleia, M., Silva, R., Estêvão, J. & Gonzáles-Rodríguez, M.R. (2021), “Post-pandemic recovery strategies: revitalizing lifestyle entrepreneurship”, Journal of Policy Research in Tourism, Leisure and Events, 18(1),1-18. https://doi.org/10.1080/19407963.2021.1892124
Elnasr, A.E.A., Aliane, N. & Agina, M.F. (2021), “Tackling food waste in all-inclusive resort hotels in Egypt”, Processes, 9(2056), 1-23. https://doi.org/10.3390/pr9112056
Erden Ayhün, S. & Çavusgil Köse, B. (2019), “Analysis of competitive strategies: a research on accommodation enterprises in Çanakkale”, Journal of Strategic Research in Social Science, Vol. 5, No.1, pp. 141-154, doi: https://doi.org/10.1108/09596110110400490
Gao, G.X. & Bi, J.W. (2021), “Hotel booking through online travel agency: optimal stackelberg strategies under customer-centric payment service”, Annals of Tourism Research, 86(1), 1-16. https://doi.org/10.1016/j.annals.2020.103074
Garcia, J.A., Rama Del Rio, M.C. & Alonso, M.V. (2014), “Los efectos de las prácticas de gestión de la calidad en los resultados clave: muestra de cuestionarios para el sector del alojamiento turístico en España”, Revista Brasileira de Gestão de Negócios, 16(52), 351-373. https://doi.org/10.7819/rbgn.v16i52
Giousmpasoglou, C., Marinakou, E. & Zopiatis, A. (2021), “Hospitality managers in turbulent times: the COVID-19 crisis”, International Journal of Contemporary Hospitality Management, 33,(4),1297-1318. https://doi.org/10.1108/IJCHM-07-2020-0741
Gomes, C. & Pereira, J. (2016), “O produto turístico all inclusive na Ilha de Tenerife, Espanha: características, problematizações e desafios”, Revista Turismo Análise, 27(1), 108-130. https://doi.org/10.11606/issn.1984-4867.v27i1p108-130
Gorondutse, A.H. & Hilman, H. (2019), “Testing the effect of business-level strategy on performance of hotels”, Global Business Review, 20(5), 1141-1154. https://doi.org/10.1177/0972150919846799
Gössling, S., Scott, D. & Hall, C.M. (2020), “Pandemics, tourism and global change: a rapid assessment of COVID-19”, Journal of Sustainable Tourism, 29(1), 1-20. https://doi.org/10.1080/09669582.2020.1758708.
Gross, M.J., Gao, H. & Huang, S. (2013), “China hotel research: a systematic review of the English language academic literature”, Tourism Management Perspectives, 6(1), 68-78. https://doi.org/10.1016/j.tmp.2012.11.004.
Gupta, V. & Sahu, G. (2021), “Reviving the Indian hospitality industry after the Covid-19 pandemic: the role of innovation in training”, Worldwide Hospitality and Tourism Themes, 13(5), 599-609. https://doi.org/10.1108/WHATT-05-2021-0065.
Ronda-Pupo, G.A. & Guerras-Martin, L. (2012), “Dynamics of the evolution of the strategy concept 1962–2008: a co-word analysis”, Strategic Management Journal, 33(2),162-188. https://doi.org/10.1002/smj.948.
Hao, F., Xiao, Q. & Chon, K. (2020), “COVID-19 and China's hotel industry: impacts, a disaster management framework, and post-pandemic agenda”, International Journal of Hospitality Management, 90(1), 1-11. https://doi.org/10.1016/j.ijhm.2020.102636.
Harrington, R.D. (2021), “Natural disasters, terrorism, and civil unrest: crises that disrupt the tourism and travel industry-a brief overview”, Worldwide Hospitality and Tourism Themes, 13(3), 392-396. https://doi.org/10.1108/WHATT-01-2021-0008.
Hernández-Perlines, F., Ariza-Montes, A., Han, H. and Law, R. (2019), “Innovative capacity, quality certification and performance in the hotel sector”, International Journal of Hospitality Management, 82(1), 220-230. https://doi.org/10.1016/j.ijhm.2019.04.027.
Hitt, M.A., Ireland, R.D. & Hoskisson, R.E. (2018), Administração estratégica: competitividade e globalização: conceitos, Cengage, São Paulo, BR.
Hua, N., Defranco, A. & Abbott, J. (2020), “Management fees and hotel performance in the U.S.”, Tourism Management, 79(1), 1-11. https://doi.org/10.1016/j.tourman.2020.104093.
Krželj-Čolović, Z. & Radić, F. (2020), “Strategic network: the case study in Dubrovnik Hotel Industry”, DIEM: Dubrovnik International Economic Meeting, 5(1), 47-52. Available at: https://diem.unidu.hr/strategic-networking-the-case-study-in-dubrovnik-hotel-industry/ (accessed 10 November 2021)
Karhunen, P. & Ledyaeva, S. (2021), “Is chain affiliation a strategic asset or constraint in emerging economies? competitive strategies and performance in the russian hotel Industry”, Management International Review, 61(2),1-22. https://doi.org/10.1007/s11575-021-00445-y
Kaushal, V. & Srivastava, S. (2021), “Hospitality and tourism industry amid COVID-19 pandemic: perspectives on challenges and learnings from India”, International Journal of Hospitality Management, 92(1), 1-9. https://doi.org/10.1016/j.ijhm.2020.102707
Lau, A. (2020), New technologies used in COVID-19 for business survival: insights from the hotel sector in China. Information Technology & Tourism, 22(4), 497-504. https://doi.org/10.1007/s40558-020-00193-z
Liu, C. & Hung, K. (2021), “A multilevel study on preferences for self-service technology versus human staff: Insights from hotels in China”, International Journal of Hospitality Management, 94(1),1-14. https://doi.org/10.1016/j.ijhm.2021.102870
Marulanda-Valencia, F.A. & Restrepo-Montes, J.A. (2020), “Estrategias para fortalecer la ocupación hotelera: estudio de caso en una cadena de la Ciudad de Medellín”, Revista Virtual Universidad Católica del Norte, 61(1), 183-202. https://revistavirtual.ucn.edu.co/index.php/RevistaUCN/article/view/1205
Njuguna, J.N., Namada, J. & Muchara, M. (2019), “Differentiation strategy, firm structure and performance of star rated hotels”, International Journal of Research in Business and Social Science, 8(6), 8-14. https://doi.org/10.20525/ijrbs.v8i6.498
Porter, M.E. (1996), “What is strategy?” Harvard Business Review, 74(6), 61-78. Available at: https://hbr.org/1996/11/what-is-strategy (accessed 10 November 2021).
Porter, M.E. (2004), Estratégia competitiva: técnicas para análise de indústrias e da concorrência, Elsevier, Rio de Janeiro, BR.
Seyitoğlu, F. & Ivanov, S. (2020), “A conceptual study of the strategic role of gastronomy in tourism destinations”. International Journal of Gastronomy and Food Science, 21(1), 1-17. https://doi.org/10.1016/j.ijgfs.2020.100230.
Sharma, S. & Kaushik, T. (2021), “Aesthetically clean to clinically clean – a study on new housekeeping practices in Delhi hotels beyond COVID-19 pandemic”, Worldwide Hospitality and Tourism Themes, 13(5), 646-659. https://doi.org/10.1108/WHATT-05-2021-0069
Sharma, G.D., Thomas, A. & Paul, J. (2021), “Reviving tourism industry post-COVID-19: a resilience-based framework”, Tourism Management Perspectives, 37(100786), 1-11. https://doi.org/10.1016/j.tmp.2020.100786
Schnaars, S.P. (1991), Marketing strategy: a customer-driven approach, Free Press, New York, NY.
Rahimizhian, S. & Irani, F. (2021), “Contactless hospitality in a post-Covid-19 world”, International Hospitality Review, 35(2), 293-304. https://doi.org/10.1108/IHR-08-2020-0041
Rodríguez-Antón, J.M. & Alonso-Almeida, M.M. (2020), “COVID-19 impacts and recovery strategies: The case of the hospitality industry in Spain”, Sustainability, 2(20), 85-99. https://doi.org/10.3390/su12208599
Teng, Y.-M., Wu, K.-S. & Lin, K.-L. (2020), “Life or Livelihood? Mental health concerns for quarantine hotel workers during the COVID-19 pandemic”, Frontiers in Psychology, 11(1), 1-4. https://doi.org/10.3389/fpsyg.2020.02168
Yin, R.K. (2001), Estudo de caso: planejamento e métodos, Brookman, Porto Alegre, BR.
Angeli, R.B., De Gil Torres, R. & De Albuquerque Maranhão, R.F. (2012), “Os muitos olhares sobre o conceito de hotel boutique”, Revista Brasileira de Pesquisa em Turismo, 6(3), 305-321. https://doi.org/10.7784/rbtur.v6i3.550
Araújo, M.A., Ramalho, C.W.N. & Melo, P.W. (2020), “Pescadores artesanais, consumidores e meio ambiente: consequências imediatas do vazamento de petróleo no Estado de Pernambuco, Nordeste do Brasil”, Cadernos de Saúde Pública, 36(1),1-6. https://dx.doi.org/10.1590/0102-311X00230319
Bardin L. (2016), “Análise de conteúdo”. Edições 70, São Paulo
Bharwani, S. & Mathews, D. (2021a), “Techno-business strategies for enhancing guest experience in luxury hotels: a managerial perspective”, Worldwide Hospitality and Tourism Themes, 13(2), 168-185. https://doi.org/10.1108/WHATT-09-2020-0121
Bharwani, S. & Mathews, D. (2021b), “Post-pandemic pressures to pivot: tech transformations in luxury hotels”, Worldwide Hospitality and Tourism Themes, 13 (5), 569-583. https://doi.org/10.1108/WHATT-05-2021-0072
Bianchini, G.A. & Mondo, T.S. (2020), “Revenue management: estudo comparativo na hotelaria de Florianópolis-SC”, Marketing & Tourism Review, 5(1), 2-33. https://doi.org/10.29149/mtr.v5i1.6254
Boaria, F. & Anjos, S.J.G.D. (2014), “Revenue management a gestão de receitas na hotelaria em Foz do Iguaçu – PR”, Turismo: Visão e Ação, 16(1), 92-114. https://doi.org/10.14210/rtva.v16n1.p92
Buhalis, D. & Sinarta, Y. (2019), “Real-time co-creation and nowness service: lessons from tourism and hospitality”, Journal of Travel & Tourism Marketing, 36(5), 563-582. https://doi.org/10.1080/10548408.2019.1592059.
Casanueva, C., Callego, A. & Revilla, M.A. (2015), “Access and mobilization of network resources and competitive advantage in hotels: a conceptual framework”, International Journal of Contemporary Hospitality Management, 27(6), 1279-1300. https://doi.org/10.1108/IJCHM-03-2013-0144
Centurión, L. (2015), Princípios e práticas de revenue management: gerenciamento de demanda, de receita e de distribuição, SENAC, São Paulo, BR.
Crotti, M.S.R. & Moretti, S.L.A. (2019), “A hospitalidade e a influência do atendimento na percepção de satisfação dos hóspedes em hotéis de luxo no brasil”, Revista Turismo, Visão e Ação, 21(3), 309-335. https://doi.org/10.14210/rtva.v21n3.p309-335
Dias, A., Patuleia, M., Silva, R., Estêvão, J. & Gonzáles-Rodríguez, M.R. (2021), “Post-pandemic recovery strategies: revitalizing lifestyle entrepreneurship”, Journal of Policy Research in Tourism, Leisure and Events, 18(1),1-18. https://doi.org/10.1080/19407963.2021.1892124
Elnasr, A.E.A., Aliane, N. & Agina, M.F. (2021), “Tackling food waste in all-inclusive resort hotels in Egypt”, Processes, 9(2056), 1-23. https://doi.org/10.3390/pr9112056
Erden Ayhün, S. & Çavusgil Köse, B. (2019), “Analysis of competitive strategies: a research on accommodation enterprises in Çanakkale”, Journal of Strategic Research in Social Science, Vol. 5, No.1, pp. 141-154, doi: https://doi.org/10.1108/09596110110400490
Gao, G.X. & Bi, J.W. (2021), “Hotel booking through online travel agency: optimal stackelberg strategies under customer-centric payment service”, Annals of Tourism Research, 86(1), 1-16. https://doi.org/10.1016/j.annals.2020.103074
Garcia, J.A., Rama Del Rio, M.C. & Alonso, M.V. (2014), “Los efectos de las prácticas de gestión de la calidad en los resultados clave: muestra de cuestionarios para el sector del alojamiento turístico en España”, Revista Brasileira de Gestão de Negócios, 16(52), 351-373. https://doi.org/10.7819/rbgn.v16i52
Giousmpasoglou, C., Marinakou, E. & Zopiatis, A. (2021), “Hospitality managers in turbulent times: the COVID-19 crisis”, International Journal of Contemporary Hospitality Management, 33,(4),1297-1318. https://doi.org/10.1108/IJCHM-07-2020-0741
Gomes, C. & Pereira, J. (2016), “O produto turístico all inclusive na Ilha de Tenerife, Espanha: características, problematizações e desafios”, Revista Turismo Análise, 27(1), 108-130. https://doi.org/10.11606/issn.1984-4867.v27i1p108-130
Gorondutse, A.H. & Hilman, H. (2019), “Testing the effect of business-level strategy on performance of hotels”, Global Business Review, 20(5), 1141-1154. https://doi.org/10.1177/0972150919846799
Gössling, S., Scott, D. & Hall, C.M. (2020), “Pandemics, tourism and global change: a rapid assessment of COVID-19”, Journal of Sustainable Tourism, 29(1), 1-20. https://doi.org/10.1080/09669582.2020.1758708.
Gross, M.J., Gao, H. & Huang, S. (2013), “China hotel research: a systematic review of the English language academic literature”, Tourism Management Perspectives, 6(1), 68-78. https://doi.org/10.1016/j.tmp.2012.11.004.
Gupta, V. & Sahu, G. (2021), “Reviving the Indian hospitality industry after the Covid-19 pandemic: the role of innovation in training”, Worldwide Hospitality and Tourism Themes, 13(5), 599-609. https://doi.org/10.1108/WHATT-05-2021-0065.
Ronda-Pupo, G.A. & Guerras-Martin, L. (2012), “Dynamics of the evolution of the strategy concept 1962–2008: a co-word analysis”, Strategic Management Journal, 33(2),162-188. https://doi.org/10.1002/smj.948.
Hao, F., Xiao, Q. & Chon, K. (2020), “COVID-19 and China's hotel industry: impacts, a disaster management framework, and post-pandemic agenda”, International Journal of Hospitality Management, 90(1), 1-11. https://doi.org/10.1016/j.ijhm.2020.102636.
Harrington, R.D. (2021), “Natural disasters, terrorism, and civil unrest: crises that disrupt the tourism and travel industry-a brief overview”, Worldwide Hospitality and Tourism Themes, 13(3), 392-396. https://doi.org/10.1108/WHATT-01-2021-0008.
Hernández-Perlines, F., Ariza-Montes, A., Han, H. and Law, R. (2019), “Innovative capacity, quality certification and performance in the hotel sector”, International Journal of Hospitality Management, 82(1), 220-230. https://doi.org/10.1016/j.ijhm.2019.04.027.
Hitt, M.A., Ireland, R.D. & Hoskisson, R.E. (2018), Administração estratégica: competitividade e globalização: conceitos, Cengage, São Paulo, BR.
Hua, N., Defranco, A. & Abbott, J. (2020), “Management fees and hotel performance in the U.S.”, Tourism Management, 79(1), 1-11. https://doi.org/10.1016/j.tourman.2020.104093.
Krželj-Čolović, Z. & Radić, F. (2020), “Strategic network: the case study in Dubrovnik Hotel Industry”, DIEM: Dubrovnik International Economic Meeting, 5(1), 47-52. Available at: https://diem.unidu.hr/strategic-networking-the-case-study-in-dubrovnik-hotel-industry/ (accessed 10 November 2021)
Karhunen, P. & Ledyaeva, S. (2021), “Is chain affiliation a strategic asset or constraint in emerging economies? competitive strategies and performance in the russian hotel Industry”, Management International Review, 61(2),1-22. https://doi.org/10.1007/s11575-021-00445-y
Kaushal, V. & Srivastava, S. (2021), “Hospitality and tourism industry amid COVID-19 pandemic: perspectives on challenges and learnings from India”, International Journal of Hospitality Management, 92(1), 1-9. https://doi.org/10.1016/j.ijhm.2020.102707
Lau, A. (2020), New technologies used in COVID-19 for business survival: insights from the hotel sector in China. Information Technology & Tourism, 22(4), 497-504. https://doi.org/10.1007/s40558-020-00193-z
Liu, C. & Hung, K. (2021), “A multilevel study on preferences for self-service technology versus human staff: Insights from hotels in China”, International Journal of Hospitality Management, 94(1),1-14. https://doi.org/10.1016/j.ijhm.2021.102870
Marulanda-Valencia, F.A. & Restrepo-Montes, J.A. (2020), “Estrategias para fortalecer la ocupación hotelera: estudio de caso en una cadena de la Ciudad de Medellín”, Revista Virtual Universidad Católica del Norte, 61(1), 183-202. https://revistavirtual.ucn.edu.co/index.php/RevistaUCN/article/view/1205
Njuguna, J.N., Namada, J. & Muchara, M. (2019), “Differentiation strategy, firm structure and performance of star rated hotels”, International Journal of Research in Business and Social Science, 8(6), 8-14. https://doi.org/10.20525/ijrbs.v8i6.498
Porter, M.E. (1996), “What is strategy?” Harvard Business Review, 74(6), 61-78. Available at: https://hbr.org/1996/11/what-is-strategy (accessed 10 November 2021).
Porter, M.E. (2004), Estratégia competitiva: técnicas para análise de indústrias e da concorrência, Elsevier, Rio de Janeiro, BR.
Seyitoğlu, F. & Ivanov, S. (2020), “A conceptual study of the strategic role of gastronomy in tourism destinations”. International Journal of Gastronomy and Food Science, 21(1), 1-17. https://doi.org/10.1016/j.ijgfs.2020.100230.
Sharma, S. & Kaushik, T. (2021), “Aesthetically clean to clinically clean – a study on new housekeeping practices in Delhi hotels beyond COVID-19 pandemic”, Worldwide Hospitality and Tourism Themes, 13(5), 646-659. https://doi.org/10.1108/WHATT-05-2021-0069
Sharma, G.D., Thomas, A. & Paul, J. (2021), “Reviving tourism industry post-COVID-19: a resilience-based framework”, Tourism Management Perspectives, 37(100786), 1-11. https://doi.org/10.1016/j.tmp.2020.100786
Schnaars, S.P. (1991), Marketing strategy: a customer-driven approach, Free Press, New York, NY.
Rahimizhian, S. & Irani, F. (2021), “Contactless hospitality in a post-Covid-19 world”, International Hospitality Review, 35(2), 293-304. https://doi.org/10.1108/IHR-08-2020-0041
Rodríguez-Antón, J.M. & Alonso-Almeida, M.M. (2020), “COVID-19 impacts and recovery strategies: The case of the hospitality industry in Spain”, Sustainability, 2(20), 85-99. https://doi.org/10.3390/su12208599
Teng, Y.-M., Wu, K.-S. & Lin, K.-L. (2020), “Life or Livelihood? Mental health concerns for quarantine hotel workers during the COVID-19 pandemic”, Frontiers in Psychology, 11(1), 1-4. https://doi.org/10.3389/fpsyg.2020.02168
Yin, R.K. (2001), Estudo de caso: planejamento e métodos, Brookman, Porto Alegre, BR.
