Competitividade no setor de viagens e turismo: estudo de casos múltiplos na região metropolitana da baixada santista

• Ano de defesa: 2015
• Autor(a) principal: SANTOS, Aristides Faria Lopes dos
• Orientador(a): Wada, Elizabeth Kyoko
• 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: Hotelaria; Competitividade de mercado; Estudo de casos; Público-alvo
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS
• Link de acesso: http://sitios.anhembi.br/tedesimplificado/handle/TEDE/1653

The question to be answered by this study was: does the relationship between government and its stakeholders influence the competitiveness in the travel and tourism sector at municipal level? The general objective of this work was: check if the relationship between the government and its stakeholders influences the competitiveness in the travel & tourism industry at the subnational level. The specific objectives were: identify the stakeholders of the municipal authorities in the tourism sector; analyze existing hospitality relations between the government and its stakeholders; and verify if the Tourist Offices (SETURs) practice relationship management with their stakeholders. The research object chosen to apply this multiple case study were the cities of Cubatão, Itanhaém and Santos, all located in the “Baixada Santista” metropolitan area, at São Paulo's state coast, southeastern Brazil. As data collection techniques, bibliographic and documentary research were conducted, individual semi-structured interviews applied to the representatives of local government in each city and then to two stakeholders indicated by these (snowball technique), as predicted in the research protocol. In addition, observation sessions occurred during meetings of the Tourism Municipal Councils in the analyzed cities, but there were no events during the field research period, so a documental review about the Councils was made. The interviews were transcribed and then passed through content analysis. Three categories were defined to group this information: profile and identification of respondents, administrative structure and activity of the organization. As results, it was verified that as much harmonic and collaborative are the relationships between the government and its stakeholders, better and more assertive will be the products and services available in the markets analyzed (cities and region); it was also possible to identify the government stakeholders at a local level and it was verified that in the cities analyzed its governments does not practices a systemic and formal relationship management of the stakeholders – as it is perceived on the ineffectiveness of the three Tourism Council researched; and it was identified that there are hospitality and hostility relations between the governments and its stakeholders and among them too. In general, it was verified that there are punctual and short term partnerships with no strategic planning in regional level or even intermunicipal, what is evidenced through the absence of an organization that lead this process or states itself as a protagonist in the relationship between the municipalities, the tourism trade and other government levels. Three propositions were prepared to be checked by the research: Tourist Offices recognize its stakeholders and maintains dialogue with them (P1) (partially supported); the relationship between the Tourist Offices and its stakeholders is recognized as influencing competitiveness at the local level (P2) (supported); and the tourism business environment in the cities studied is influenced both positively or negatively by governmental action in relation to its stakeholders (P3) (supported).