Uso da tecnologia da informação e comunicação como diferencial competitivo em agências de viagens: um estudo em Natal/RN

Abstract

The main objective of this final course project is to analyze the use of Information and Communication Technologies (ICT) as a competitive advantage in travel agencies in Natal, Rio Grande do Norte. The rationale for this research stems from the significant growth of information and communication technology, which directly influences customer choices and is also very important and indispensable as a differentiating factor in the travel agency industry. ICTs are indispensable tools for these tourism enterprises in terms of competitiveness. Therefore, the use of these technological tools is essential, seeking continuous improvement, becoming of paramount importance and a differential, always innovating and improving with training and capacity building through technological tools. The methodological approach adopted includes descriptive-exploratory research, with a qualitative approach, and semi-structured interviews conducted with managers of the selected travel agencies. The sample consists of nine (09) entrepreneurs, conducted through face-to-face and online interviews, using content analysis to interpret the data obtained. The results achieved include the identification of how travel agencies in Natal/RN use Information and Communication Technologies as a strategic and competitive factor, focusing on the automation of purchasing and sales processes and customer loyalty. The research also reveals the main advantages and benefits of using ICTs, the importance of training and capacity building, as well as having a digital presence in the face of these technological innovations, also highlighting the utmost importance of using these tools as a competitive factor in travel agencies.