INTERAÇÃO NA COCRIAÇÃO DE VALOR ENTRE STAKEHOLDERS: ESTUDO DE MÚLTIPLOS CASOS EM ENTIDADES DE CLASSE PATRONAIS E EMPRESAS BRASILEIRAS DO AGENCIAMENTO TURÍSTICO

Mariana Pinho Nery, Benny Kramer Costa, Renato Fabiano Cintra

Resumo


Preconizado por consumidores, a cocriação de valor entre diferentes stakeholders concebeu a incorporação de valor conjunto, desenvolvido pela diversidade de atores externos e organizações, como uma estratégia crucial à vantagem competitiva. Neste sentido, este trabalho objetiva analisar as práticas de interação na cocriação de valor entre stakeholders de entidades de classe patronais e empresas do setor de agenciamento turístico brasileiro. Para tanto, contempla referencial teórico acerca de stakeholders e criação de valor, cocriação de valor e sua aplicação no turismo. Os procedimentos metodológicos envolveram a investigação de 18 casos do setor de agenciamento turístico, distribuídos em dois grupos: entidades patronais e empresas do mercado. Para análise utilizou matriz de amarração e análise de conteúdo. Logo, é possível indicar que existe interação da cocriação de valor nos dois grupos analisados, uma vez que a venda de viagens e serviços turísticos necessitam da atuação entre stakeholders. Foi possível notar grande disposição ao diálogo, embora existam falhas na comunicação, mas a minoria dos organismos consultados desponta como organizações importantes, que concentram e protagonizam as iniciativas de cocriação de valor do setor de agenciamento do turismo brasileiro.

Palavras-chave


Cocriação de Valor; Stakeholders; Agenciamento Turístico

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