masterThesis
Modelo Canvas aplicado à gestão estratégica de empreendimentos hoteleiros
Fecha
2018-08-31Registro en:
BEZERRA, Leandro Tavares. Modelo Canvas aplicado à gestão estratégica de empreendimentos hoteleiros. 2018. 104f. Dissertação (Mestrado em Turismo) - Centro de Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2018.
Autor
Bezerra, Leandro Tavares
Resumen
This study aims to analyze the applicability of the Business Canvas Model as a
strategic management practice in hotel developments. This model is characterized as
a recent paradigm in the business context regarding business management
modeling. Canvas is composed of nine components that together form the so-called
ideal structure for the development of a business model (Pigneur and Osterwalder,
2011). In methodological terms, this study has an exploratory character and a
qualitative approach. The research involves a triangulation of data collection
techniques through a semi-structured interview, applied with two Brazilian managers
of distinct hotel developments located in Natal / RN, documentary analysis and action
research. As for the analysis of the collected data this research carried out a content
analysis with the help of Software Nvivo, using results through word cloud, word tree
map and correlation of variables. In the obtained results, the hotel managers'
concerns are observed through a competitive market and with tariff stagnations, full
of tendencies and needs in the provision of services. It presents an expanding online
marketplace, the need for strategies that engage clients and companies, and
corporate resistance in the adhesion of new business models and strategies. It
turned out that Canvas has proved to be a practical tool capable of synthesizing the
business life of companies visually. Through market research, it contributes to the
development, application and monitoring of strategies making the enterprises
competitive, acting as a mental map and allowing the manager to use the model
strategically to develop actions based on market trends and needs. The research
concludes that Canvas is applied as a practical tool capable of aligning theoretical,
empirical and methodological aspects with the purpose of improving the different
organizational processes of the hotel network.