A importância da sustentabilidade, da responsabilidade social e do marketing social para ontenção de vantagem competitiva

: estudo de unidades hoteleiras pertencentes à cartilha da sustentabilidade dos Açores

Abstract

The present work, entitled with the theme "The Importance of Sustainability,
Social Responsibility and Social Marketing to obtain a Competitive Advantage
(organizational strategy): Study of Hotel Units belonging to the Azores Sustainability
Primer" has as its main objective to understand if Social Marketing, Social Responsibility
and Sustainability, as well as sustainability certifications, more specifically the
Sustainability Primer, do in fact help hotel units to obtain competitive advantage.
To materialize the objective of this study, a qualitative method was followed,
through interviews with open and closed questions. The sample is made up of thirteen
hotel units belonging to the Azores Sustainability Charter. For this purpose, 13 interviews
were conducted with the directors of the entities with more sustainable parameters
belonging to the primer, which are: Aldeia da Cuada; Bensaude Hotels Collection;
Minuvida Azores; Moinho Mó da Praia; PATIO Horse & Lodge; Quinta da Meia Eira;
Quinta do Abacate; Quinta dos Curubás; Santa Bárbara Eco-Beach Resort; White -
Exclusive Suites & Villas; Abrigo da Cascata; Solar Branco Eco Estate & Boutique Hotel
and. Canadiano Urban Nature Hotel.
From the final results we conclude that the fact that companies adopt socially
responsible sustainability measures, as well as use the mechanism that is Social
Marketing, generates competitive advantage for them against their competitors due to
numerous factors, such as the fact that consumers increasingly seek sustainable and
environmentally friendly accommodations, and when decisions are made both socially
and environmentally, in addition to improving the quality of life of people, it also generates
competitive advantage, because it creates better relationships, not only at the labor level
but also at the environmental level. The adoption of a Social Marketing strategy allows
companies to promote the sustainability of their entities, which makes them different from
the competition, attracting a specific target audience, strengthening their reputation and
trust with their customers and suppliers, making them loyal and always showing an
authentic, innovative, genuine and differentiating attitude.
Keywords: sustainability; sustainable tourism; social marketing; social responsibility;
competitive advantage

Date of Award	2023
Original language	Portuguese
Supervisor	José Carlos Dias Rouco (Supervisor) & Mafalda Luísa de Almeida Serra Patuleia (Supervisor)