Cocriação de valor: as contribuições desta estratégia para empresas do setor de turismo, sob a perspectiva do cenário pandêmico

Abstract

With the onset of the pandemic originated by COVID-19, where social distancing and isolation were the main recommendations of higher institutions, to prevent the spread of contamination, the world economic system suffered impacts, and associations are responsible for adapting to this new proposed context. The condition of adapting to this new scenario has become more difficult for companies that work with services, and especially for services in which the consumer needs to be present in person, as is the case in the tourism sector. Aiming, therefore, to find ways of better economic recovery in this sector, this research sought to verify how the value co-creation process takes place in the tourism sector, especially in a pandemic context. To understand the above, this research was characterized as quantitative and for data collection the survey method was used, with application of the scale validated by Ribeiro (2018) exclusively for tourists who had some tourist experience in the last two years, whose analysis data was done through descriptive statistics. It was verified, therefore, that in Brazilian tourism, the greatest strength of value co-creation is found among the interaction of individuals, especially in the traditional word-of-mouth recommendation from close people. It was clearly observed that tourists are not invited by the organizations that constitute the experience to require forms of contribution and collaboration, in order to identify strengths and weaknesses and consequently add more value to the company, which would further advocate the word-of-mouth recommendation among the tourists themselves. Corroborating this, it was identified that when recommendations are given by tourists spontaneously, recognition by companies is lacking. This study therefore proposes that organizations invest in quality and differentiated experiences, as well as in interactions and good relationships with their consumers. It is also relevant to offer attention to this consumer in the after-sales, and this peculiarity includes digital resources and social networks, thus enabling traditional and online word-of-mouth recommendation, which is a way of engaging the company and provide reach to new potential consumers, in order to revert to an economic result, and thus occur a faster and more efficient recovery of the sector.