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The new dynamics of the twenty-first century led to a new competitive environment in the field of tourism and hospitality business. This scenario is driving the industry companies to adopt new strategic marketing options and operational marketing processes.At first, as introduction, the paper identifies and reflects, in general, the new and main principles of the macro environment of tourism businesses, taking a STEEP analysis matrix as a reference. After describing the above scenario, the paper focuses on the major changes on the level of the tourism and hospitality micro environment, outlining the main changes and trends in the demand and supply side. Finally, the paper presents a set of reflections and trends on the strategic and operational marketing management of tourism and hospitality businesses, expression of the new (macro and micro) environment. In order to support the trends suggested, different case studies based on international hospitality companies are presented and analyzed.

The research on the problem of golf is essentially limited to environmental issues, and socioeconomic and cultural ones are usually neglected. In southern European countries where tourism is mainly dependent on "sun & sea", golf courses supply is becoming more and more relevant, considering its balance facing "sun & sea" low seasons. However, these countries have a poor cultural identification with golf, despite its relevance to attract international tourism markets (Marckwick, 2000;Neirotti, 2005). This paper presents a demand side approach of the phenomenon, framing golf and its dynamics as a business supported in two distinct demand profiles: international tourist golfers and local leisure golfers-. To develop this analysis we take and compare different statistical sources.The paper takes Portugal, a main international golf tourism destination, as a case study in the context of the countries of southern Europe. The comparison of statistical data on supply and demand of golf in Portugal is the basis for a reflection on the golf demand development.

In the light of the exponential growth of tourism activity in the city of Lisbon, which is evidenced by several indicators, we face ourselves with a scenario of concentration in the city, not benefiting the whole region of the Lisbon Metropolitan Area (LMA). On the other hand, a unique opportunity of innovation of tourism supply emerges, seizing an increasing and plural demand. The chapter intends to explore the potential of dark immersive theatre experiences (DITE) as a tourism product. By doing so, it is suggested that DITE can innovate the tourism supply of the LMA, contributing to the deconcentration and diversification of tourism, on a themed and territorial perspective, as well as to the mitigation of the impacts of over tourism.

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ResumoO presente estudo tem como finalidade a exploração da utilidade de uma plataforma formativa/appmobile assente em gamification para a indústria hoteleira em Portugal, com conteúdos que respondam às necessidades de formação mais comuns neste contexto. Através da gamification, as empresas podem motivar os trabalhadores a participar em processos de aprendizagem e, assim, melhorar a produtividade. Com recurso a uma metodologia de natureza qualitativa, foram auscultados cinco diferentes stakeholders, do lado da oferta formativa e três do lado da procura. Neste caso foram recolhidos dados em três cadeias hoteleiras que operam em Portugal, abrangendo um total de vinte e três trabalhadores, em cinco focus group. Os resultados do estudo permitiram identificar as principais necessidades formativas existentes nas diferentes unidades, os principais obstáculos sentidos pelos gestores e trabalhadores na execução do plano formativo e identificar a gamification aplicada à formação como uma estratégia motivacional e de fomento da adesão à formação. AbstractThis study aims to explore the usefulness of a training platform/mobile app based on gamification for the hotel industry in Portugal, with contents that respond to the most common training needs in this context. Through gamification, companies can motivate workers to participate in learning activities and thus improve productivity. Using a qualitative approach, five different stakeholders were surveyed, companies that offer these type of training solutions and three hotel companies. In this case, data were collected in three hotel chains operating in Portugal, from twenty-three employees in five focus groups. The results of the study allowed the identification of the main training needs in the different hotel units and the main obstacles felt by managers and workers in the implementation of the training plan and also identified gamification in training as a motivational strategy that promotes adherence to training.

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