Hospitalidade e economia criativa em eventos: um estudo de casos múltiplos: desfile da Escola de Samba Vai-Vai, Campus Party e Fashion Cruise

• Ano de defesa: 2017
• Autor(a) principal: WOLFF, Carla Kiyokawa
• Orientador(a): Moretti, Sérgio Luiz do Amaral
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Anhembi Morumbi
• Programa de Pós-Graduação: Programa de Pós-Graduação Mestrado em Hospitalidade
• Departamento: Universidade Anhembi Morumbi::Diretoria de Pesquisa e Pós-graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: Hospitalidade; Competitividade; Economia criativa; Eventos; Stakeholders
• Palavras-chave em Inglês: Hospitality; Competitiveness; Criative Economy; Events; Stakeholders
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Resumo em Inglês: This research proposed a discussion about the competitiveness of São Paulo City, using as a tool the hospitality and the creative economy in big events. Therefore, it presents as a research problem: Does the hospitality associated with the creative economy in events contribute to the competitiveness of the São Paulo City? A general objective was to understand the hospitality relations between the stakeholders in events that promote the creative economy in São Paulo City. For specific objectives the research sought: 1) to determine if the competitiveness of the city linked to the events, depends on the relations of hospitality between stakeholders; 2) to verify if hospitality relations in events favor the creative economy; and 3) to verify if the creative economy in events generates competitiveness for the São Paulo City. The propositions that were considered to answer this problem consist of: P1 - the competitiveness of the city depends on relations of hospitality between stakeholders; P2 - hospitality relations at events favor the creative economy; and P3 - the creative economy in events generates competitiveness for the São Paulo City. The methodology adopted was the empirical research, of qualitative and exploratory nature, and bibliographical review for the basis of field research. For this investigation the multiple case study was used according to the protocol proposed by Yin (2005), orienting the strategy in the use of semi-structured interviews, participant observation and technical visits. For the data treatment, the categorical analysis technique was used (BARDIN, 2011), where three distinct events that promote the valorization of the set of activities related to creativity served as a basis for this research: (1) Carnival of the Vai-Vai Samba School; (2) Campus Party; and (3) Fashion Cruise. With the results obtained, it was possible to conclude that the competitiveness of the city of São Paulo, the leading business and event tourism capital of Latin America, is strengthened by the hospitality relations and creative economy present at the events, generating new experiences for visitors, although it does not depend only these factors.
• Link de acesso: http://sitios.anhembi.br/tedesimplificado/handle/TEDE/1770

This research proposed a discussion about the competitiveness of São Paulo City, using as a tool the hospitality and the creative economy in big events. Therefore, it presents as a research problem: Does the hospitality associated with the creative economy in events contribute to the competitiveness of the São Paulo City? A general objective was to understand the hospitality relations between the stakeholders in events that promote the creative economy in São Paulo City. For specific objectives the research sought: 1) to determine if the competitiveness of the city linked to the events, depends on the relations of hospitality between stakeholders; 2) to verify if hospitality relations in events favor the creative economy; and 3) to verify if the creative economy in events generates competitiveness for the São Paulo City. The propositions that were considered to answer this problem consist of: P1 - the competitiveness of the city depends on relations of hospitality between stakeholders; P2 - hospitality relations at events favor the creative economy; and P3 - the creative economy in events generates competitiveness for the São Paulo City. The methodology adopted was the empirical research, of qualitative and exploratory nature, and bibliographical review for the basis of field research. For this investigation the multiple case study was used according to the protocol proposed by Yin (2005), orienting the strategy in the use of semi-structured interviews, participant observation and technical visits. For the data treatment, the categorical analysis technique was used (BARDIN, 2011), where three distinct events that promote the valorization of the set of activities related to creativity served as a basis for this research: (1) Carnival of the Vai-Vai Samba School; (2) Campus Party; and (3) Fashion Cruise. With the results obtained, it was possible to conclude that the competitiveness of the city of São Paulo, the leading business and event tourism capital of Latin America, is strengthened by the hospitality relations and creative economy present at the events, generating new experiences for visitors, although it does not depend only these factors.