Relação entre estratégia de marketing e vantagem competitiva no setor de agências de viagens e turismo
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Arquivos
Data
2014
Tipo de documento
Dissertação
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Pontes, Andréa Simone Machiavelli
Orientador
Sarquis, Aléssio Bessa
Coorientador
Resumo
A vantagem competitiva compreende uma posição superior da empresa em relação aos concorrentes e as estratégias de marketing podem contribuir para proporcionar a vantagem competitiva necessária no setor de agências de viagens e turismo. O estudo analisou em que medida as estratégias de marketing representam fonte de vantagem competitiva no setor de serviços de agências de viagens e turismo no Estado de Santa Catarina. Para isso, uma pesquisa de abordagem quantitativa, tipo descritiva não conclusiva, na forma de levantamento de campo (tipo survey), de corte transversal foi aplicada por meio de questionários autoadministrados disponibilizados na plataforma Google Docs para uma amostra de 109 organizações. A análise dos dados envolveu as técnicas Cluster Analysis para classificar as agências com base no desempenho competitivo, a One-way ANOVA para verificar diferenças no desempenho em função do perfil da organização e a Correlation Canonical Analysis para verificar se o desempenho competitivo das agências está relacionado com as estratégias de marketing. Os resultados apontaram que a grande maioria das agências pesquisadas utiliza estratégias de marketing interno, externo e interativo; que há diferenças na frequência de aplicação destas estratégias em função do porte da organização; que 03 clusters de agências foram identificados (agências competitivas, agências menos competitivas e agências muito competitivas) e que há correlação significativa, positiva e elevada entre desempenho competitivo das agências pesquisadas e as estratégias de marketing
Competitive advantage comprises an upper position the company against competitors and marketing strategies can help provide the competitive advantage needed in travel agencies and tourism sector. The study examined the extent to which marketing strategies represent a source of competitive advantage in the travel and tourism agencies services sector in the State of Santa Catarina. For this, a quantitative research approach, not conclusive descriptive, in the form of field survey, cross-cut was applied through self-administered questionnaires available in the Google Docs platform for a sample of 109 organizations. Data analysis involved the techniques cluster analysis to rank agencies based on competitive performance, One-way ANOVA to verify differences in performance depending on the profile of the organization and the Canonical Correlation Analysis to verify that the competitive performance of agencies associated with marketing strategies. The results showed that the vast majority of surveyed agencies use marketing strategies internal, external and interactive; that there are differences in the frequency of application of these strategies depending on the size of the organization; that 03 clusters of agencies were identified (agencies competitive, less competitive agencies and very competitive agencies) and that there is significant, positive and high correlation between competitive performance of the agencies surveyed and marketing strategies
Competitive advantage comprises an upper position the company against competitors and marketing strategies can help provide the competitive advantage needed in travel agencies and tourism sector. The study examined the extent to which marketing strategies represent a source of competitive advantage in the travel and tourism agencies services sector in the State of Santa Catarina. For this, a quantitative research approach, not conclusive descriptive, in the form of field survey, cross-cut was applied through self-administered questionnaires available in the Google Docs platform for a sample of 109 organizations. Data analysis involved the techniques cluster analysis to rank agencies based on competitive performance, One-way ANOVA to verify differences in performance depending on the profile of the organization and the Canonical Correlation Analysis to verify that the competitive performance of agencies associated with marketing strategies. The results showed that the vast majority of surveyed agencies use marketing strategies internal, external and interactive; that there are differences in the frequency of application of these strategies depending on the size of the organization; that 03 clusters of agencies were identified (agencies competitive, less competitive agencies and very competitive agencies) and that there is significant, positive and high correlation between competitive performance of the agencies surveyed and marketing strategies
Palavras-chave
Marketing - Administração, Marketing turístico, Concorrência, Viagens, Turismo