The relevance of a strategic approach to events by hotel units: The case study of Hotel Arts Barcelona
DOI:
https://doi.org/10.57883/thij22(1)2024.35409Palabras clave:
Event tourism, Events, Hospitality, Hotel Arts BarcelonaResumen
Events have become increasingly important for the hotel industry. The commitment of hotel units to this emerging phenomenon stems from the fact that it represents a significant source of revenue and enables the dynamism of their business. Promoting and developing events during low seasons, to mitigate seasonality, and developing a good promotion and marketing strategy for these events, become essential factors in boosting hotel performance in these areas. Corporate events play a crucial role in mitigating seasonal fluctuations, increasing hotel occupancy rates, and consequently, hotel revenues. Thus, This strategy is seen as an effective means to achieve good results and success in these units. It is within this context that this article aims to analyze the strategic approach of the Hotel Arts Barcelona to event organization and its impact on variables such as occupancy rates, economic benefits, and infrastructure and equipment. The study was based on empirical research developed within the scope of an academic internship that included the analysis of pre-existing quantitative data and qualitative data resulting from interviews with the management of event-related departments. It is concluded that events hold significant importance for Hotel Arts Barcelona. Its ability to attract events and provide high-quality facilities emerge as determining factors for its exceptional economic performance and its prominent position in the hotel market. The overall results highlight the significant role played by the events segment in improving occupancy rates, combating seasonality, and increasing hotel revenues.
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Derechos de autor 2024 Leonor Espírito Santo, Tiago Lopes
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
