STRATEGIC MANAGEMENT AND INNOVATION MODELS IN AGENCIES TRAVEL OF BRAZIL
Strategic Management; Business Models; Innovation; Crises; Travel Agencies
The new environment of susceptible crisis and rapid changes has caused turmoil in the market in general. Tourism is no different, specifically the travel agency market, which is undergoing a process of restructuring and facing various crises, even coming to question its permanence in the market. The environment has changed, and with it the strategies inherited from old management models. Many of the strategic ideas adapted come from a time when situations were more stable. Strategies became more dynamic, constant and adaptable to each new situation. Rita MacGraf, a specialist in strategic business growth in uncertain environments, proposes a new perspective that is based on the idea of transitory competitive advantage and adapting flexible strategic management practices, which can be radically altered or modified as the market restructures itself. Thus, this research intends to propose a strategic management model for the adoption of innovative business models that include actions aimed at their adaption in the travel and tourism agencies segment in uncertain environments. For this, specific objectives were outlined, namely: to identify the elements of strategic management in business models based on innovation in travel and tourism agencies; verify the interrelationship between the elements of strategic management in business models based on the innovation of travel and tourism agencies; define the dimensions of the items of the proposed model. The present study has in its methodological proposal a pluralism based on a mixed approach, with techniques and tools of a quali-quanti nature, seeking to understand the meanings and situational characteristics presented by travel agents. It presents part of its qualitative composition in order to initially identify the dimensions that are necessary to guide the research, investigating subjective aspects of the proposed objective to support the discussion. The quantitative approach will aim to express the presence of innovation strategies in business models in agencies consolidated in the market. After collection and analysis, the data will be discussed, seeking to bring contributions not only to the academic world but also to the travel agency market.