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Presentation Topic: Presentation made for Bed and Breakfast owners in Sintra regarding the importance of different attributes of their establishments.
Sintra is a small touristic town in the north of Lisbon. In the last five years new B&Bs have opened every year, increasing competition in the historical town. Owners of B&Bs want to know more about their guests, and how to deliver a positive experience to them.
With a collaboration with the tourism office of Sintra, a regional study of B&B guests was launched. The objective of the quantitative study was to understand what is important for guests during their stay. In a first stage, guests were interviewed. Following this, a survey was distributed in the 25 guesthouses that accept to be part of the study during a 7 week period, starting in August. The analysis of the final 278 responses was done using SPSS.
The market research yielded a characterisation of B&B guests in Sintra according to the attributes they find important and the purpose of their trip. Individual and relative importance ratings for attributes were also derived. This market knowledge is useful for the managers of guesthouses of Sintra, so that they know where to invest their limited resources, be these human, spatial, temporal or financial.