Modelo Canvas aplicado à gestão estratégica de empreendimentos hoteleiros

Abstract

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.