Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain

Detalhes bibliográficos
Autor(a) principal: Delgado, Joao Vilarinho Lima
Data de Publicação: 2024
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Texto Completo: http://hdl.handle.net/10362/176371
Resumo: Small tourism businesses often internationalize through global Online Travel Agencies (OTAs). As OTAs exert price pressure, premium offers may seek independent internationalization. This project applies such an independent approach to a real premium short-term rental property. The systematic international market selection (IMS) process reveals affluent German families as the optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a financial model is constructed that accounts for eventually increasing direct sales. Based on this model, the authors must conclude that the property will likely become a liability. On top of that, an individual portion of work was conducted. This consisted of an In-depth Market Analysis of Spain, as well as a literature review on International Market Selection (IMS), with a specific focus on small firms or small-medium-enterprises (SME’s).
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spelling Internationalization project of tulea´s tourism unit top - an in-depth market analysis of SpainInternational businessMarketingStrategyInternational market selectionTourism industryDomínio/Área Científica::Ciências Sociais::Economia e GestãoSmall tourism businesses often internationalize through global Online Travel Agencies (OTAs). As OTAs exert price pressure, premium offers may seek independent internationalization. This project applies such an independent approach to a real premium short-term rental property. The systematic international market selection (IMS) process reveals affluent German families as the optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a financial model is constructed that accounts for eventually increasing direct sales. Based on this model, the authors must conclude that the property will likely become a liability. On top of that, an individual portion of work was conducted. This consisted of an In-depth Market Analysis of Spain, as well as a literature review on International Market Selection (IMS), with a specific focus on small firms or small-medium-enterprises (SME’s).Gomes, EmanuelZhou, YuelingRUNDelgado, Joao Vilarinho Lima2024-12-12T14:15:45Z2024-01-312024-01-312024-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/176371TID:203681681enginfo:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2024-12-16T01:32:49Zoai:run.unl.pt:10362/176371Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:19:13.646386Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
title Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
spellingShingle Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
Delgado, Joao Vilarinho Lima
International business
Marketing
Strategy
International market selection
Tourism industry
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
title_full Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
title_fullStr Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
title_full_unstemmed Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
title_sort Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
author Delgado, Joao Vilarinho Lima
author_facet Delgado, Joao Vilarinho Lima
author_role author
dc.contributor.none.fl_str_mv Gomes, Emanuel
Zhou, Yueling
RUN
dc.contributor.author.fl_str_mv Delgado, Joao Vilarinho Lima
dc.subject.por.fl_str_mv International business
Marketing
Strategy
International market selection
Tourism industry
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic International business
Marketing
Strategy
International market selection
Tourism industry
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Small tourism businesses often internationalize through global Online Travel Agencies (OTAs). As OTAs exert price pressure, premium offers may seek independent internationalization. This project applies such an independent approach to a real premium short-term rental property. The systematic international market selection (IMS) process reveals affluent German families as the optimal target segment. Given the company’s resource constraints, Germany-specific, villa focused OTAs are identified as the optimal entry mode. Using the managers’ insights, a financial model is constructed that accounts for eventually increasing direct sales. Based on this model, the authors must conclude that the property will likely become a liability. On top of that, an individual portion of work was conducted. This consisted of an In-depth Market Analysis of Spain, as well as a literature review on International Market Selection (IMS), with a specific focus on small firms or small-medium-enterprises (SME’s).
publishDate 2024
dc.date.none.fl_str_mv 2024-12-12T14:15:45Z
2024-01-31
2024-01-31
2024-01-31T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/176371
TID:203681681
url http://hdl.handle.net/10362/176371
identifier_str_mv TID:203681681
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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