Isoformismo institucional na adoção de tecnologia no turismo: uma análise em hotéis de Natal/RN

Abstract

As the tourism sector incorporates technologies reconfiguring the distribution and use of products and services, Information and Communication Technology (ICT) becomes a subject of tourism research in view of such transformations in the sector. When looking at the studies that discuss the adoption of technology by tourism operators, these are focused on identifying the diversity or factors that differentiate organizations and their patterns from others in relation to the adoption of technology. Institutional theory establishes a macro view of structural change, defined as isomorphism in organizations. The general objective of the study is to analyze how this isomorphic pressure, based on institutional theory, is present in Natal / RN hotels in the adoption of information and communication technologies. For this, the research conducted interviews with 20 hotels in the city. The data collection instrument consisted of a semi-structured script, which was applied in person during the period from September to November 2017. For the evaluation of the data, the content analysis technique was used, with the use of the qualitative and mixed analyzes Software Nvivo, in its version 11.0. The results shows that the organizational environment provides pressure on how technology has been adopted in these establishments. It was evidenced that hoteliers adopt technology to appear legitimate to the market, especially among consumers. For this they adopt standards, imitate the competition, and seek to be well evaluated in the virtual environment in sites like TripAdvisor, Booking, Decolar, among others, so that they are accepted by the field in which they operate and prolong their survival in the market. It is concluded that the institutional isomorphism is present in the adoption of technology in the analyzed hotel sector, from the research, it is possible to obtain a perspective of how these forces act in the organizations.