The role of hotels in reducing the eects of seasonality in the Intermunicipal Community of Coimbra Region (CIM-RC)

Abstract

The phenomenon of seasonality tends to affect any tourist destination in the world. In this context, the Intermunicipal Community of Coimbra Region (CIM-RC), comprising 19 municipalities, is not immune to this reality. The objective of this investigation is to evaluate the effects of seasonality in 3 to 5 star hotels in the CIM-RC and what measures hotel managers are proposing or have been implementing, individually or in collaboration with regional public entities, in order to minimize the negative effects of seasonality. In methodological terms, this is an exploratory, innovative investigation in the selected territory, having identified 50 hotel and aparthotels units from 3 to 5 stars in the region under study. The questionnaires were applied electronically between the months of August and October 2020, with 28 responses being obtained, corresponding to a response rate of 56%. The results obtained show that seasonality is a concern of hotel managers at CIM-RC, and the diversification of markets, promotional actions and events can contribute to attenuate its effects and reduce its impacts.