A Influência da Promoção de Vendas na Captação de Clientes: Um Estudo na Hotelaria Catarinense

Tiago Savi Mondo; Jane Iara Pereira da Costa

doi:10.5585/remark.v12i2.2296

Authors

Tiago Savi Mondo Instituto Federal de Santa Catarina
Jane Iara Pereira da Costa UDESC

DOI:

https://doi.org/10.5585/remark.v12i2.2296

Keywords:

marketing communication, sales promotion, hospitality, Santa Catarina, customer acquisition

Abstract

The actions of marketing communication implemented by organizations serve different purposes including attracting and capturing customers. Sales promotion, a form of communication, stands out as an effective short-term action. Based on these considerations, the main purpose of this study is to analyze the influence of sales promotion on hotels in Santa Catarina State - Brazil. The study is characterized as exploratory and descriptive, and utilizes both a qualitative and a quantitative approach. The qualitative phase consisted of data from 13 hotels and the quantitative phase consisted of respondents from 52 hotels. All hotels surveyed are linked to the Hospitality Industry Association-SC (ABIH-SC). The survey was conducted from March to August 2010. The main results indicate that sales promotion is primarily used during the least busy season (low season), with the focus on increasing occupancy, corresponding to what the theory suggests - short-term solutions. Moreover, the action was considered very important for attracting customers because it provides the basis for the increase in occupancy during the low season.

DOI: 10.5585/remark.v12i2.2296