Encantamento do usuário e design de experiência: um estudo de caso na Arena das Dunas sob a percepção da equipe técnica e promotores de eventos

Abstract

Event tourism is a constantly growing segment, commonly used to control tourist seasonality. With an increasingly competitive sector and the search of users for higher quality in the provision of services, the study of event design in the construction of the tourist experience supports the understanding of the use of new technologies and market trends. In this context, the research presents the Arena das Dunas, located in Natal / RN, as one of the most important multipurpose equipment available in the city to host events of different types. This research comprises a qualitative and descriptive case study, which seeks to analyze the view of Arena's event sector managers, as well as the producers of five events that occurred during the second half of 2019. Data were collected during the execution of the events, with the application of semi-structured interviews, with content analysis processed by the Iramuteq software. The results obtained explain the importance of the experience design in events through greater effectiveness and efficiency in event management and relationship with stakeholders, by applying the experience journey model to design the entire production process at Arena das Dunas.