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Alojamento guest house de luxo : a experiência do cliente na definição do modelo de negócio
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Esta dissertação tem como objetivo propor um Modelo de Negócio baseado no Modelo Canvas para o investimento da empresa Knowing Portugal no setor de Guest Houses de luxo. A questão de investigação da dissertação é identificar o modelo de negócio mais adequado para a criação e implementação de uma Guest House de luxo, considerando a tipologia e a experiência do cliente. Especializada na gestão de imóveis para alojamento local, a empresa está a considerar expandir a sua operação, criando "pequenos hotéis boutique" em locais estratégicos de Portugal. Esta expansão visa, não só promover o país junto dos turistas internacionais, como também oferecer aos portugueses experiências únicas enquanto exploram o seu país. O primeiro projeto nesta nova fase da Knowing Portugal é a Arrábida Guest House, localizada em Setúbal, inaugurada em outubro de 2024. O estudo examina a recetividade dos consumidores ao conceito Guest House de luxo e analisa a melhor abordagem para o desenvolvimento deste modelo de negócio, visando o crescimento da empresa. No modelo de negócio apresentado, surgem algumas sugestões específicas para a Arrábida Guest House, abordando como a empresa pode criar, entregar e capturar valor já neste seu primeiro projeto, sendo este modelo passível de adaptação a outras Guest Houses de luxo nas quais a empresa invista futuramente. Com a investigação pretende-se identificar o perfil dos consumidores que procuram este tipo de alojamento e explorar as estratégias promocionais e operacionais eficazes para atrair turistas, garantindo o crescimento sustentável da Knowing Portugal neste mercado emergente.
This thesis aims to propose a Business Model based on Business Model Canvas for the investment of Knowing Portugal in the premium Guest House sector. The research question of the dissertation focuses on identifying the most effective business model for establishing and operating a high-end Guest House, taking into account customer segments and their overall experience. Specializing in managing properties for short-term rentals and tourism, Knowing Portugal is now considering expanding its operations by developing "boutique hotels" in strategic locations across Portugal. This expansion seeks to promote the country to international tourists while providing portuguese citizens with the opportunity to explore their own country and enjoy unique experiences. The first project in this new phase is the Arrábida Guest House, located in Setúbal, which opened in October 2024. The study examines consumer receptivity to the premium Guest House concept and explores the best approach for structuring this business model to support the company’s growth. The detailed model includes specific recommendations for the Arrábida Guest House, outlining how the company can create, deliver, and capture value in its first project. Additionally, this model is designed to be scalable and adaptable to future premium Guest Houses that the company may invest in. Furthermore, the research seeks to identify the profile of consumers attracted to this type of accommodation and to explore the most effective promotional and operational strategies to increase tourist demand, supporting the sustainable expansion of Knowing Portugal in this evolving market.
This thesis aims to propose a Business Model based on Business Model Canvas for the investment of Knowing Portugal in the premium Guest House sector. The research question of the dissertation focuses on identifying the most effective business model for establishing and operating a high-end Guest House, taking into account customer segments and their overall experience. Specializing in managing properties for short-term rentals and tourism, Knowing Portugal is now considering expanding its operations by developing "boutique hotels" in strategic locations across Portugal. This expansion seeks to promote the country to international tourists while providing portuguese citizens with the opportunity to explore their own country and enjoy unique experiences. The first project in this new phase is the Arrábida Guest House, located in Setúbal, which opened in October 2024. The study examines consumer receptivity to the premium Guest House concept and explores the best approach for structuring this business model to support the company’s growth. The detailed model includes specific recommendations for the Arrábida Guest House, outlining how the company can create, deliver, and capture value in its first project. Additionally, this model is designed to be scalable and adaptable to future premium Guest Houses that the company may invest in. Furthermore, the research seeks to identify the profile of consumers attracted to this type of accommodation and to explore the most effective promotional and operational strategies to increase tourist demand, supporting the sustainable expansion of Knowing Portugal in this evolving market.
Descrição
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Turismo Alojamento local Guest house Comportamento do consumidor Preferências de alojamento Modelo de negócio canvas Tourism Local accommodation Consumer behavior Accommodation preferences Business model canvas
Contexto Educativo
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Licença CC
Sem licença CC