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Brand Management and Competitiveness in Tourism: Case Study in Local Accommodation “Romoa Vintage Guest House” (Portugal)
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Author(s): Paula Pereira Azevedo (Polytechnic University of Cávado and Ave (PCA), Portugal)and Bruno Barbosa Sousa (Polytechnic University of Cávado and Ave (PCA), Portugal & Applied Management Research Unit (UNIAG), Portugal & Centro de Investigação, Desenvolvimento e Inovação em Turismo (CiTUR), Portugal)
Copyright: 2026
Pages: 18
Source title:
Reinventing Corporate Strategy for Competitive Advantage
Source Author(s)/Editor(s): Ricardo Marcao (NECE-UBI, ISLA Santarem, Polytechnic University, Portugal), Vasco Santos (IPT, NECE-UBI, GOVCOOP, CiTUR, IPL, ISLA Santarém, Polytechnic University, Portugal)and Ruben Pinhal (GOVCOPP, ISCA, University of Aveiro, Portugal & ISCET, Portugal)
DOI: 10.4018/979-8-3373-5428-6.ch002
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Abstract
Brand communication is a strategic tool that positively influences public perception, strengthens market presence, and significantly contributes to its success. It is through clear, objective, efficient, and persuasive communication that customers or potential customers become aware of the products or services being offered in the market. The present chapter aims to study brand management in hospitality ventures such as Local Accommodation, using Romoa Vintage Guest House as a case study. This research reveals that brand management and communication are increasingly important elements for the success of an organization and for maintaining its competitiveness in an increasingly demanding market, and it also demonstrates that it is essential for companies to invest in new communication trends, especially in the digital realm, as this represents the main way to achieve the desired success and to promote a company in the market.
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