Comunicação na captação de eventos corporativos: um estudo nos Convention & Visitors Bureaus do Brasil

Abstract

The corporate events tourism accelerates the tourism phenomenon and reduces seasonality, besides it boosts various forms of communication, whether it is focused on attracting events or otherwise. Based on this expectation, the objective of the research was to evaluate the types of communication used for the attraction of corporate events in Convention & Visitors Bureaus of Brazil. The study had as its universe executives and trade directors of associations that attract corporate events, through qualitative research and descriptive and exploratory nature, functionalist bias and non-probabilistic sample. Data collection was conducted through a semi-structured questionnaire sent by electronic means through the Google Docs tool and evaluated by the content analysis technique. The research results show that the process of attracting is focused on the profile of the sectors: wholesale, services, events organizers, promoters, agribusiness, technological, industrial, mining, leaders and medical. The questions that impact communication are: evaluate the data and sources, have updated information, ask for and offer feedback, work with the demand and supply of the attraction. Communication should be multi-tools, make assessments constantly, language vices, communicative clarity, limited vocabulary, previous experiences and vision of friends or family. Those which corroborate are focused on an attitude while communicating, responsibility and ownership that creates transparency and fidelity to communication, direct contact through speech, proposal submission, contact with the promoter or leader. In the research was pointed out the difficulty of evaluation, regarding the frequency and feedback of data in order to maintain a line of information and possible development, given that the evaluation point to point was cited by four destinations (Natal, São Paulo, Belém and Poços de Caldas). In conclusion, to build a communication to attract corporate events that decentralize the results through the country integrally, it is needed to know the main contractors niches, their quirks and peculiarities, because each event attraction is unique and for that contractor the will of the participants is always in first place, in other words, the communication fidelity impacts on the final feedback.