Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco.
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Marketing & Tourism Review |
Texto Completo: | https://revistas.face.ufmg.br/index.php/mtr/article/view/7244 |
Resumo: | Technological transformations are influencing the way people communicate and consume. In tourism, there is a great impact on how social and economic practices are associated, with the emergence of a type of consumption called collaborative. The search for these shared services has generated discussions not in the market, but also in the academia. Thus, it becomes essential to understand the competitive advantages of companies to be sustainable over time in the market and use these advantages to prospect sales and attract, especially, foreign tourists through the announcement of the platform and thus make a reservation. This research aimed to know the competitive resources, based on the VRIO model, which generate a competitive advantage of the airbnb advertisements in Porto de Galinhas-PE and the sales prospecting of accommodations for international tourists. The qualitative case study approach was used, which adopted as a data collection tool, the semi-structured interviews with the hosts and the analysis of the superhosts advertisements. The results show that organizational and human resources generate competitive advantage and physical resources are in competitive parity with their competitors. Furthermore, it was identified that there is no content marketing directed to international sales prospection. |
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Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. Prospecção de vendas internacionais baseada na vantagem competitiva nas acomodações do Airbnb, em Porto de Galinhas – Pernambuco.Vantagem competitive, Prospecção de vendas, Visão baseada em recursos, Airbnb.Technological transformations are influencing the way people communicate and consume. In tourism, there is a great impact on how social and economic practices are associated, with the emergence of a type of consumption called collaborative. The search for these shared services has generated discussions not in the market, but also in the academia. Thus, it becomes essential to understand the competitive advantages of companies to be sustainable over time in the market and use these advantages to prospect sales and attract, especially, foreign tourists through the announcement of the platform and thus make a reservation. This research aimed to know the competitive resources, based on the VRIO model, which generate a competitive advantage of the airbnb advertisements in Porto de Galinhas-PE and the sales prospecting of accommodations for international tourists. The qualitative case study approach was used, which adopted as a data collection tool, the semi-structured interviews with the hosts and the analysis of the superhosts advertisements. The results show that organizational and human resources generate competitive advantage and physical resources are in competitive parity with their competitors. Furthermore, it was identified that there is no content marketing directed to international sales prospection.As transformações tecnológicas estão influenciando a maneira como as pessoas se comunicam e consomem. No turismo, percebe-se um grande impacto em como as práticas sociais e econômicas estão associadas, surgindo um tipo de consumo chamado de colaborativo. A busca por esses serviços compartilhados vem gerando discussões não só́ no mercado, mas, também, na academia. Sendo assim, torna-se essencial compreender as vantagens competitivas das empresas para que sejam sustentáveis ao longo do tempo no mercado e utilização dessas vantagens para fazer a prospecção de venda e atrair, principalmente, os turistas estrangeiros por meio do anúncio da plataforma e, assim, concretizar uma reserva. Essa investigação se propôs a conhecer os recursos competitivos, a partir do modelo VRIO, que geram vantagem competitiva dos anúncios do airbnb em Porto de Galinhas-PE e a prospecção de vendas das acomodações para turistas internacionais. Foi utilizada a abordagem qualitativa de estudo de caso, que adotou como instrumento de coleta de dados, as entrevistas semiestruturadas com os anfitriões e a análise dos anúncios dos superhosts. Os resultados apontam que os recursos organizacionais e humanos geram vantagem competitiva e os recursos físicos estão em paridade competitiva com seus concorrentes. Outrossim, identificou-se que não há um marketing de conteúdo direcionado à prospecção de vendas internacionais.Federal University of Minas Gerais2022-12-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttps://revistas.face.ufmg.br/index.php/mtr/article/view/724410.29149/mtr.v8i2.7244Marketing & Tourism Review; v. 8 n. 2 (2022): v.8, n. 2, 2022Marketing & Tourism Review; Vol. 8 No. 2 (2022): v.8, n. 2, 20222525-81762525-817610.29149/mtr.v8i2reponame:Marketing & Tourism Reviewinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGporenghttps://revistas.face.ufmg.br/index.php/mtr/article/view/7244/3842https://revistas.face.ufmg.br/index.php/mtr/article/view/7244/3843Copyright (c) 2022 Karen Daniele Lira de Françahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessLira de França, Karen DanieleVogas, Amanda Viviane Salazar, Viviane Santos de Souza, Anderson Gomes 2022-12-30T20:30:31Zoai:ojs.pkp.sfu.ca:article/7244Revistahttps://revistas.face.ufmg.br/index.php/mtrPUBhttps://revistas.face.ufmg.br/index.php/mtr/oaimkt.tourism.review@gmail.com||mg.ufmg@gmail.com2525-81762525-8176opendoar:2022-12-30T20:30:31Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.none.fl_str_mv |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. Prospecção de vendas internacionais baseada na vantagem competitiva nas acomodações do Airbnb, em Porto de Galinhas – Pernambuco. |
title |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
spellingShingle |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. Lira de França, Karen Daniele Vantagem competitive, Prospecção de vendas, Visão baseada em recursos, Airbnb. |
title_short |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
title_full |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
title_fullStr |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
title_full_unstemmed |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
title_sort |
Prospecting internacional sales based on competitive advantage in the Airbnb in Porto de Galinhas-Pernambuco. |
author |
Lira de França, Karen Daniele |
author_facet |
Lira de França, Karen Daniele Vogas, Amanda Viviane Salazar, Viviane Santos de Souza, Anderson Gomes |
author_role |
author |
author2 |
Vogas, Amanda Viviane Salazar, Viviane Santos de Souza, Anderson Gomes |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Lira de França, Karen Daniele Vogas, Amanda Viviane Salazar, Viviane Santos de Souza, Anderson Gomes |
dc.subject.por.fl_str_mv |
Vantagem competitive, Prospecção de vendas, Visão baseada em recursos, Airbnb. |
topic |
Vantagem competitive, Prospecção de vendas, Visão baseada em recursos, Airbnb. |
description |
Technological transformations are influencing the way people communicate and consume. In tourism, there is a great impact on how social and economic practices are associated, with the emergence of a type of consumption called collaborative. The search for these shared services has generated discussions not in the market, but also in the academia. Thus, it becomes essential to understand the competitive advantages of companies to be sustainable over time in the market and use these advantages to prospect sales and attract, especially, foreign tourists through the announcement of the platform and thus make a reservation. This research aimed to know the competitive resources, based on the VRIO model, which generate a competitive advantage of the airbnb advertisements in Porto de Galinhas-PE and the sales prospecting of accommodations for international tourists. The qualitative case study approach was used, which adopted as a data collection tool, the semi-structured interviews with the hosts and the analysis of the superhosts advertisements. The results show that organizational and human resources generate competitive advantage and physical resources are in competitive parity with their competitors. Furthermore, it was identified that there is no content marketing directed to international sales prospection. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-12-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7244 10.29149/mtr.v8i2.7244 |
url |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7244 |
identifier_str_mv |
10.29149/mtr.v8i2.7244 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://revistas.face.ufmg.br/index.php/mtr/article/view/7244/3842 https://revistas.face.ufmg.br/index.php/mtr/article/view/7244/3843 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2022 Karen Daniele Lira de França https://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2022 Karen Daniele Lira de França https://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Federal University of Minas Gerais |
publisher.none.fl_str_mv |
Federal University of Minas Gerais |
dc.source.none.fl_str_mv |
Marketing & Tourism Review; v. 8 n. 2 (2022): v.8, n. 2, 2022 Marketing & Tourism Review; Vol. 8 No. 2 (2022): v.8, n. 2, 2022 2525-8176 2525-8176 10.29149/mtr.v8i2 reponame:Marketing & Tourism Review instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
instname_str |
Universidade Federal de Minas Gerais (UFMG) |
instacron_str |
UFMG |
institution |
UFMG |
reponame_str |
Marketing & Tourism Review |
collection |
Marketing & Tourism Review |
repository.name.fl_str_mv |
Marketing & Tourism Review - Universidade Federal de Minas Gerais (UFMG) |
repository.mail.fl_str_mv |
mkt.tourism.review@gmail.com||mg.ufmg@gmail.com |
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1798321034130096128 |