O mercado de eventos no contexto da pandemia de Covid-19: crise, resiliência e inovação em Natal/RN

Abstract

This research addresses the national crisis in the events sector, with special attention to the situation of event market in Natal/RN in the face of the COVID-19 pandemic, taking as a case study a company from the state of Rio Grande do Sul that operates in the event technology segment in Brazil , with the objective of analyzing its innovation, creativity and resilience strategies in the context of the global health crisis. The methodology used is a descriptive-exploratory case study, with a qualitative approach and application of semi-structured interviews, in addition to on-site monitoring of the production of virtual events, replacing the traditional model. The main results obtained were the use of investments in high technology and software to meet the most varied demands of events in the virtual format, the use of open and closed live broadcast channels, in addition to commercial and research partnerships that kept it active in a market in crisis. Furthermore, based on this experience, hybrid events are seen as a trend for the local and national events market.