Publicação
Internationalization project of tulea´s tourism unit top - an in-depth market analysis of Spain
| 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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| Autores principais: | Delgado, Joao Vilarinho Lima |
| Assunto: | International business Marketing Strategy International market selection Tourism industry |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| 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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