Travel and tails in Portugal

: a Yomashi case study on modern pet owner trends

Abstract

This thesis examines the travel preferences and behaviour of pet owners, focusing on Yomashi, a start-up that connects pet parents with pet-friendly hotel services. The research aimed to assess the market potential of Yomashi's unique model, which integrates travel and accommodation solutions for pet owners. The study analysed the impact of Yomashi in transforming non-pet-friendly hotels into pet-friendly spaces, creating mutual benefits for hotels and pet owners. The study also analysed the financial behaviour of pet owners, revealing a moderate spending pattern on pet care, mostly between EUR 20 and EUR 80 per month. Key findings included a preference for independent facilities, such as flats and cottages, and the difficulty of finding pet-friendly facilities in Portugal. The study highlighted the importance of trust in Yomashi, linking trust in the brand to innovation and product perception. Methodologically, the study used a correlation matrix to examine the relationships between variables such as age, income and monthly expenses. The results indicated a positive correlation between customer satisfaction with Yomashi and the likelihood of recommending it. The research also observed a significant change. In conclusion, the thesis emphasises the need to balance innovation and differentiation with safety and customer service to build trust. It provides insights into effective market strategies for pet care services, focusing on targeted approaches for different customer segments based on age, spending habits and preferences.

Date of Award	23 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)