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TOURISM&CREATIVE INDUSTRY WORKSHOP
Sustainable tourism, cultural tourism, creative tourism, culinary tourism, heritage & tourism
185
1
Máster Oficial en Gestión de Empresas,
Productos y Servicios
Facultad de Administración y Dirección de
Empresas
Cno. de Vera s/n, Universida Politècnica
46022 Valencia
jigargi@ade.upv.es
clgrabus@ade.upv.es
clamiama@ade.upv.es
jorutri@ade.upv.es
Positioning and improvement of the Omega
Bar-Terrace (Neptuno Hotel, Valencia)
Dietz
1
, S., García
1
, J., Grandi
1
, C., Meyer
1
, J., Miñana
1
, C., Rubio
1
, J.
Keywords:
hospitality, marketing, social media, improvement, benchmarking.
In the present time, many companies are suffering from the economic crisis
that strikes Europe and other parts of the world. In a specific way Spain is
affected by these problems and has to deal with many circumstances, like
unemployment, finan-cial crisis and insolvency. Consequently, the number
of tourists coming on holiday to Spain has decreased in a significant way,
which is a negative influence on the busi-nesses depending on tourism.
In this way, the current crisis has influenced potentially the problems that,
like many other companies, the Hotel Neptuno is suffering. Howev-er, and
after a first view of the business, we could not say that the company is in a
bad situation, but what we actually noticed was that there was a problem
with their terrace. In this way, the Omega Bar-Terrace, located in the beach
“Las Arenas”, in the city of Valencia, needs a big push to operate as
expected. The project has been based on a benchmarking analysis with the
best terraces around the world and the local competi-tors, and supported
by the theory referred to hospitality, marketing, benchmarking, customer
service and, especially, social media. With this analysis, there were found
innovative ideas and alternatives that could be able to help the Omega
Bar-Terrace to reposition and improve its performance in service and in
social media. The project was focused in these aspects mainly because,
with the fast development of technologies, social media is becoming in
an elementary tool for any company. Customers are get-ting more and
more confident with these new kinds of tools, and businesses must take