Revista Reuna
RECURSOS ESTRATÉGICOS: ESTUDO DE CASO EM HOTEL UPSCALE
Resumo
A administração inadequada da base de recursos na hotelaria pode gerar a oferta de produtos e serviços desconexos com as demandas do público consumidor. Por outro lado, a configuração dos recursos de modo estratégico é capaz de gerar ao empreendimento ganhos significativos e vantagem competitiva. O objetivo deste estudo foi identificar os recursos de natureza estratégica que estão associados ao desempenho superior de empreendimentos hoteleiros. Para tanto, realizou-se estudo de caso único no mercado hoteleiro, a partir do qual analisou-se o conteúdo dos comentários on-line postados por consumidores de serviços hoteleiros no site TripAdvisor. A amostra foi constituída por 691 comentários, postados entre 2015 e 2017. O conteúdo dos comentários foi submetido à análise netnográfica no software Iramuteq. Os resultados indicaram a existência de recursos centrais: o atendimento, o café da manhã, a limpeza e o ambiente. Concluiu-se que tais recursos e habilidades, ao serem reunidos, promoveram a criação de um valor único, capaz de gerar vantagem competitiva e desempenho superior.
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