The importance of environmental scanning: a study on the Brazilian hotel industry
Keywords:Brazilian hotel industry, excellence and quality in hospitality, competitive intelligence, prospective information
Companies need systematic listening practices in the competitive environment to observe competitors and help managers in the decision-making process. Thus, the objective of this article is to analyze the strategies of the Brazilian hotel industry from the clients' perception of the quality of accommodation services. This research is also described as a mixed-method centered around delimiting the existing strategic information in hotels based on the 2017 JLL's Hotels & Hospitality Group report. Data were collected from the guests through on-site and online questionnaires and interpreted qualitatively based on the hotel chain's missions and views, and statistically from the two-way ANOVA and Tukey tests, which presented a low significance for the guests' educational training, income, and age. The objectives proposed in the hotels' strategic outline concerning the practices adopted and the experiences undergone by their guests showed some inconsistency. Hotels lack the identification of important sources of existing information in their area.
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