Banca de QUALIFICAÇÃO: AUREO PAIVA NETO

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
DISCENTE : AUREO PAIVA NETO
DATA : 20/06/2016
HORA: 10:00
LOCAL: Auditório do NEPSA II
TÍTULO:

BRAND PERSONALITY IN HOTEL INDUSTRY: STUDY OF VIA COSTEIRA HOTEL BRANDS, NATAL, RN, BRAZIL

PALAVRAS-CHAVES:

Branding. Brand Personality. Lodging industry.

PÁGINAS: 65
GRANDE ÁREA: Ciências Sociais Aplicadas
ÁREA: Turismo
RESUMO:

Tourism has significant numbers for the world economy. And all the representativeness of this economic and social phenomenon leads to the emergence of new entrants in the race for a share of this growing market, and consequently generates a considerable increase in this competition, both in quantitative, and qualitative. And among the main tourism formers, and who needs to be aware of this commercial reality of changes and uncertainties, are the lodging facilities, which are one of the main formative elements of tourism and most responsible for sheltering and welcoming tourists. And before this scenario of strong and fierce competitiveness, it is recommended to obtain knowledge about how the visitors perceive the brand of the establishment where they are staying, so the managers of the hotel, will know how best to work theirs brands, in order to strengthen it and gain the loyalty of their customers. And that is possible through some marketing tools, and one of these tools to research how the guest perceives a particular brand is through brand personality. Whose formation occurs by the association of human characteristics to a particular brand. Nowadays there are different brands for each type of accommodation and different perceptions that may vary by several factors, including the segment and quality in providing services in a hosting company. For this research, a methodological plurality will be adopted. In the initial phase, five different hotels guests located in a seaside and homogeneous area of Via Costeira area in the brazilian city of Natal, will be asked about the perception they have about personality brand from the hotel where they are staying, so, after that, a comparative analysis is performed in an attempt to identify possible differences between the perceptions of the different evaluated brands and also to check if the properties have the personality already inserted in their corporate philosophy. At the end, it will be investigated how it could benefit through possible strategies taking advantage of it is that Personality identified. To reach the goal, it was used, as the main basis of the research, a renowned model called BPS (Brand Personality Scale) created by Jennifer Aaker in 1997 whose 5 dimensions are: sincerity, excitement, competence, sophistication and ruggedness.

MEMBROS DA BANCA:
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE
Interno - 1160199 - SERGIO MARQUES JUNIOR