O relações públicas como profissional estratégico para criar, manter e fortalecer os relacionamentos entre uma empresa hoteleira e seus públicos : o caso do Plaza São Rafael Hotel e Centro de Eventos.

Abstract

This research demonstrates the importance of the public relations professional in the construction, maintenance and strengthening of the relationships of Plaza Sao Rafael Hotel e Centro de Eventos with its public. The main objective of the study was to understand the communication strategies used by public relations professionals in lodging places to establish, maintain and strengthen relationships with a range of stakeholders of the hotel company. The theme was "public relations as a strategic professional to create, maintain and strengthen relationships between a hotel company and its public: the case of Plaza Sao Rafael Hotel e Centro de Eventos". Due to the proposed study, a qualitative research was developed to enable the debate on the issue, which had the method of the case study, along with the literature search techniques, direct observation, semi-structured interviews and documentary analysis. In the theoretical study addressed the concepts of Tourism, Hotel Management, Hospitality Industry, Public Relations, Public and Relationships. In analyzing were used the observations made, the statements given by the public relations in the interview and information relating to the investigation documents was brought. Given the research done it was concluded that the communication actions designed by professional public relations Plaza Sao Rafael Hotel e Centro de Eventos for its various publics in fact approach these people. The "smell of Plaza", the mix of services, the morning meeting, the use of innovation and tradition in the environment are examples of actions that the researcher met through this work.