Ferreira, Lissa Valéria FernandesCavalcanti, Bruno César Correia Tenório2023-12-222023-12-222023-09-01CAVALCANTI, Bruno César Correia Tenório. A hospitalidade brasileira e a padronização dos serviços no contexto de vantagens competitivas transitórias: um estudo em hotéis de rede internacional. Orientadora: Dra. Lissa Valéria Fernandes Ferreira. 2023. 194f. Tese (Doutorado em Turismo) - Centro e Ciências Sociais Aplicadas, Universidade Federal do Rio Grande do Norte, Natal, 2023.https://repositorio.ufrn.br/handle/123456789/56779OBJECTIVE: This study aims to comprehensively analyze the relationship between Brazilian hospitality and service standardization within the framework of transient competitive advantages in international chain hotels. To achieve this, specific objectives were outlined to underpin the overall research direction, including: understanding the perception of Brazilian hospitality in international chain hotels, characterizing service standardization in the management of international hotel chains, identifying the incorporation of transient competitive advantages in international chain hotels, and analyzing the role of Brazilian hospitality and service standardization within the context of transient competitive advantages. METHODOLOGY: This is a descriptive-exploratory study with a qualitative approach. It involved conducting face-to-face semi-structured interviews with 17 individuals who have worked, or are still working, in luxury international chain hotels for a minimum of two years in leadership positions. This approach allowed for a better understanding of this process over the past years, particularly in light of significant changes, including the Covid-19 pandemic. Following data collection, content analysis techniques were applied. The results obtained suggest some changes that, at certain points, seemed unlikely or even impossible, but were implemented in response to the challenges posed by the Covid-19 pandemic. RESULTS: As a result, it was noted that the concept of hospitality should be subject to more extensive debate and practical implementation in daily hotel management. Hospitality was identified as a critical factor in the business world, particularly within the luxury hotel industry. However, the study emphasized that excessive standardization can constrain its potential. It was recognized that Brazilian hospitality needs to be further empowered, even by international chain hotels, as a valuable resource in the context of transient competitive advantages. The study acknowledges the turbulent waters that the hotel market has been navigating: a dynamic market (with changes in the concept of luxury, the influence of Airbnb), rapid technological advancements, a transformed workforce (leaner, with less experience and from a new generation), and the unexpected and significant impact of the Covid-19 pandemic. CONCLUSION: In this context of transience, flexible international standardization and well-implemented Brazilian hospitality can make a difference in an increasingly competitive market and a more standardized society. The challenge of preserving the unique characteristics of each hotel's location is highlighted. For future studies, it is suggested to conduct a comparative analysis of service provision in international chain hotels and charming inns in Brazil. Such research could yield insights to better understand what can be learned from both, allowing for more effective extraction of the best aspects of international standards and Brazilian hospitality.Acesso AbertoHospitalidade brasileiraPadronização dos serviçosVantagem competitiva transitóriaHotéis de rede internacionaldoctoralThesisCNPQ::CIENCIAS SOCIAIS APLICADAS::TURISMO