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A gestão de crises em hotelaria: o papel estratégico do profissional de relações públicas
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Abstract(s)
A literatura disponível sobre o papel das Relações Públicas (RP) na hotelaria, particularmente em relação à gestão de crises, é limitada. Embora as crises neste setor sejam inevitáveis devido a fatores políticos, económicos, tecnológicos e naturais, a literatura existente ainda não oferece uma abordagem consolidada para a criação de planos de gestão de crises eficazes na hotelaria. Essa lacuna pode resultar na ausência de estratégias de resposta a crises em muitos hotéis, que permanecem vulneráveis a ameaças externas e internas.
No contexto hoteleiro, a presença de um profissional de RP é fundamental para atuar como intermediário entre o hotel e os seus diversos públicos, desempenhando um papel crucial na comunicação e no controlo de danos durante uma crise.
A presente dissertação focou-se na análise da atuação de profissionais de RP e Comunicação em três unidades hoteleiras: o Grupo Hotéis Real, o Grupo Areias do Seixo e Noah Surf House, e o Hilton Garden Inn Évora. O objetivo principal foi investigar o papel desempenhado pelos profissionais de RP na gestão de crises.
Para alcançar esse objetivo, foram realizadas entrevistas com profissionais da área, analisadas as redes sociais, websites e notícias relacionadas com crises que afetaram estes hotéis. Com base nesses dados, elaborou-se um Guia de Boas Práticas, que visa oferecer uma ferramenta prática para auxiliar na gestão de crises no setor hoteleiro, promovendo uma atuação eficaz e proativa dos profissionais de RP.
ABSTRACT: The available literature on the role of Public Relations (PR) in hospitality, particularly in relation to crisis management, is limited. Although crises in this sector are inevitable due to political, economic, technological and natural factors, the existing literature does not yet offer a consolidated approach to creating effective crisis management plans in hospitality. This gap can result in the absence of crisis response strategies in many hotels, which remain vulnerable to external and internal threats. In the hotel context, the presence of a PR professional is essential to act as an intermediary between the hotel and its various publics, playing a crucial role in communication and damage control during a crisis. This dissertation focused on analyzing the role of PR and communications professionals in three hotel units: the Hotéis Real Group, the Areias do Seixo Group and Noah Surf House, and the Hilton Garden Inn Évora. The main objective was to investigate the role played by PR professionals in crisis management. To achieve this goal, interviews were conducted with professionals in the field, and social networks, websites and news related to crises affecting these hotels were analyzed. Based on this data, a Good Practice Guide was drawn up, which aims to offer a practical tool to help with crisis management in the hotel sector, promoting effective and proactive action by PR professionals.
ABSTRACT: The available literature on the role of Public Relations (PR) in hospitality, particularly in relation to crisis management, is limited. Although crises in this sector are inevitable due to political, economic, technological and natural factors, the existing literature does not yet offer a consolidated approach to creating effective crisis management plans in hospitality. This gap can result in the absence of crisis response strategies in many hotels, which remain vulnerable to external and internal threats. In the hotel context, the presence of a PR professional is essential to act as an intermediary between the hotel and its various publics, playing a crucial role in communication and damage control during a crisis. This dissertation focused on analyzing the role of PR and communications professionals in three hotel units: the Hotéis Real Group, the Areias do Seixo Group and Noah Surf House, and the Hilton Garden Inn Évora. The main objective was to investigate the role played by PR professionals in crisis management. To achieve this goal, interviews were conducted with professionals in the field, and social networks, websites and news related to crises affecting these hotels were analyzed. Based on this data, a Good Practice Guide was drawn up, which aims to offer a practical tool to help with crisis management in the hotel sector, promoting effective and proactive action by PR professionals.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Gestão Estratégica das Relações Públicas.
Keywords
Relações públicas Gestão de crises Hotelaria Comunicação Boas práticas Public relations Crisis management Hospitality Communication Good practices
Citation
Rosa, I.D. (2024). A gestão de crises em hotelaria: O papel estratégico do profissional de relações públicas. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/21366
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social