A carregar...
Publicação
A percepção dos proprietários de agências de viagens em Curitiba sobre as mudanças no turismo pós-pandemia
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 938.91 KB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
O setor turístico foi profundamente afetado pela pandemia da COVID-19, que provocou uma queda histórica nos fluxos internacionais de viagem e acelerou transformações estruturais nas formas de comercialização, consumo e intermediação turística. No contexto das agências de viagem, organizações centrais na coordenação de serviços e na gestão de expectativas dos consumidores, as percepções sobre os efeitos foram particularmente intensas, exigindo respostas adaptativas em condições de elevada incerteza. Esta investigação tem como objetivo analisar a percepção dos proprietários de agências de viagens em Curitiba acerca das mudanças ocorridas no turismo no período pós-pandemia da COVID-19. Adotou-se uma abordagem qualitativa, de caráter exploratório e descritivo, com coleta de dados por meio de entrevistas baseadas em roteiro semiestruturado com questões abertas aplicadas a 15 proprietários de agências de viagem, e o tratamento dos dados por meio da técnica de análise de conteúdo. Os resultados indicam que a pandemia representou um evento de forte descontinuidade, afetando simultaneamente vendas, fluxo de caixa, relação com fornecedores e rotinas operacionais. A retomada ocorreu de forma gradual e desigual entre os segmentos, com forte demanda reprimida no lazer e recuperação mais cautelosa no turismo corporativo. Verificou-se que a digitalização reconfigurou, sem eliminar, o papel das agências, que passaram a competir por confiança, consultoria e personalização além do preço. Identificou-se ainda uma tensão estrutural entre a valorização de segurança e suporte pelo consumidor e a resistência a pagar por esses atributos. As estratégias de adaptação combinaram controle financeiro, seleção criteriosa de fornecedores, atendimento consultivo e uso seletivo de tecnologia. Conclui-se que as agências de viagem em Curitiba não são agentes passivos diante das transformações do setor, mas organizações capazes de aprender, adaptar-se e reposicionar-se em contextos de crise.
The tourism sector was profoundly affected by the COVID-19 pandemic, which caused a historic drop in international travel flows and accelerated structural transformations in the ways tourism services are marketed, consumed, and intermediated. In the context of travel agencies, organizations that play a central role in coordinating services and managing consumer expectations, perceptions of these effects were particularly intense, requiring adaptive responses under conditions of high uncertainty. This research aims to analyze the perception of travel agency owners in Curitiba regarding the changes that have occurred in tourism during the post-pandemic period. A qualitative approach was adopted, of an exploratory and descriptive nature, with data collection carried out through semi-structured interviews with open-ended questions, applied to 15 travel agency owners, and data treatment conducted using the content analysis technique. The results indicate that the pandemic represented an event of strong discontinuity, simultaneously affecting sales, cash flow, supplier relationships, and operational routines. The recovery occurred gradually and unevenly across segments, with strong pent-up demand in leisure travel and a more cautious recovery in corporate tourism. It was found that digitalization reconfigured, without eliminating, the role of travel agencies, which began competing on trust, consultancy, and personalization beyond price. A structural tension was also identified between consumers' appreciation of security and support and their resistance to paying for these attributes. Adaptation strategies combined financial control, careful supplier selection, consultative service, and selective use of technology. It is concluded that travel agencies in Curitiba are not passive agents in the face of sector transformations, but rather organizations capable of learning, adapting, and repositioning themselves in crisis contexts.
The tourism sector was profoundly affected by the COVID-19 pandemic, which caused a historic drop in international travel flows and accelerated structural transformations in the ways tourism services are marketed, consumed, and intermediated. In the context of travel agencies, organizations that play a central role in coordinating services and managing consumer expectations, perceptions of these effects were particularly intense, requiring adaptive responses under conditions of high uncertainty. This research aims to analyze the perception of travel agency owners in Curitiba regarding the changes that have occurred in tourism during the post-pandemic period. A qualitative approach was adopted, of an exploratory and descriptive nature, with data collection carried out through semi-structured interviews with open-ended questions, applied to 15 travel agency owners, and data treatment conducted using the content analysis technique. The results indicate that the pandemic represented an event of strong discontinuity, simultaneously affecting sales, cash flow, supplier relationships, and operational routines. The recovery occurred gradually and unevenly across segments, with strong pent-up demand in leisure travel and a more cautious recovery in corporate tourism. It was found that digitalization reconfigured, without eliminating, the role of travel agencies, which began competing on trust, consultancy, and personalization beyond price. A structural tension was also identified between consumers' appreciation of security and support and their resistance to paying for these attributes. Adaptation strategies combined financial control, careful supplier selection, consultative service, and selective use of technology. It is concluded that travel agencies in Curitiba are not passive agents in the face of sector transformations, but rather organizations capable of learning, adapting, and repositioning themselves in crisis contexts.
Descrição
Palavras-chave
Turismo pós-pandemia Agência de viagens Resiliência organizacional Digitalização Comportamento do consumidor