Estratégias de precificação dos hotéis em Natal e Pipa/RN: uma aplicação do Modelo de Shoemaker (2003)

摘要

This study aims to research, analyze the pricing strategies adopted by medium and large hotels in Natal and Pipa / RN applying Shoemaker model (2003) for analysis. The overall objective is guided by the following specific objectives: a) Identify what are the pricing actions taken by hotel developments; b) classify the strategies used, according to the model Shoemaker (2003); c) To propose a set of suggestions for hotels analyzed. The theoretical framework of this work is based on the study of major national and international publications on the hotel industry, marketing, pricing strategies and value. The methodology presents descriptive qualitative approach to data, which aims to get results by conducting semi-structured interviews, literature and documentary. The study's target audience, managers and owners of twelve (12) medium and large hotel located in the city of Natal / RN and the beach of Pipa / RN, being the two most visited tourist destinations in the State and, therefore, having the largest hotel park. The schedule of research activities started in the 1st half of 2014 ending in June 2016, where the data were properly analyzed from the theoretical model chosen for validation of this research. Given the research, there was the use of pricing strategies and evaluative items in the hotel trade of the analyzed public, thus corroborating with significant occupancy rates.