Luxury in Hotel Industry of the Peneda-Gerês National Park: What Challenges for Marketing?

Abstract The aim of this research study is to gain a better understanding of the phenomenon associated with the consumption of luxury brand products and services and to obtain support for the design of marketing strategies that can enhance or at least preserve this status. This study seeks to identify the most impactful dimensions of the luxury accommodation offer in a regional context that stands out for its natural value (Peneda-Gerês Park). The methodology used was to analyse the ratings given on the Booking Platform to a set of categories (staff, comfort, Wi-Fi, facilities, value for money, cleanliness and location) associated with hotels located in the region, classified on this platform as ‘superb’. In future research, it would be interesting to expand the size of the sample, as well as extend the study to other destinations with similar and therefore predominantly natural attractions, such as the Douro, to be able to adopt some of the value propositions identified in the latter region and introduce possible complementarities of services between the two regions.