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Desenvolvimento de inovações nos tempos COVID-19: o caso da rota do Vale da Cerveja, Brasil
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Advisor(s)
Abstract(s)
O objetivo da pesquisa foi identificar, em meio à pandemia Covid-19, as inovações desenvolvidas nos empreendimentos que integram a Rota do Vale da Cerveja, no estado de Santa Catarina, Brasil. A inovação tem se mostrado um dos principais elementos promotores do desenvolvimento do turismo, pela possibilidade de permitir uma maior diversificação da oferta de produtos, serviços e atrações no Brasil e em diversos lugares do mundo. O procedimento metodológico utilizado na pesquisa incluiu a utilização de uma abordagem
qualitativa e quantitativa, com dados coletados por meio de informação aos proprietários de oito cervejarias, com um roteiro semiestruturado contendo questões elaboradas com base na literatura. As entrevistas foram realizadas online em 2020, e os dados propagados com a técnica de análise de conteúdo apoiada pelo software Iramuteq. Os resultados induziram que as cervejas artesanais se diferenciam por serem produzidas com base na criatividade e inovação, com alta qualidade, derivada principalmente da utilização de insumos diferenciados e incorporados. Os empresários relataram que oferecem uma variedade de estilos e sabores de cerveja diferentes, mais caros e de alta qualidade para atender o nicho do mercado mais específico. No roteiro turístico, a pandemia Covid-19 obrigou os empreendimentos a adotarem novas práticas de gestão, porém na maioria dos empreendimentos houve demissões e queda no faturamento. Porém, algumas cervejarias
aproveitaram o momento e inovaram, lançaram novos produtos e abriram novos mercados para seus produtos e serviços. Esta pesquisa identificou, considerando os condicionantes da pandemia Covid-19, as inovações desenvolvidas pelas cervejarias que integram a Rota do Vale da Cerveja, Santa Catarina, Brasil.
The objective of the research was to identify, in the midst of the Covid-19 pandemic, the innovations developed in the enterprises that integrate the Beer Valley Route, in the state of Santa Catarina, Brazil. Innovation has proven to be one of the main elements that promotes the development of tourism, due to the possibility of allowing a greater diversification of the offer of products, services, and attractions in Brazil and in many places in the world. The methodological procedure used in the research included the use of a qualitative and quantitative approach, with data collected by informing the owners of eight breweries, with a semi-structured script containing questions prepared based on the literature. The mitigations were carried out online in 2020, and the data propagated with the content analysis technique supported by the Iramuteq software. The results induced that craft beers differ because they are produced based on creativity and innovation, with high quality, mainly derived from the use of differentiated and incorporated inputs. Entrepreneurs reported that they offer a variety of different, more expensive, high-quality beer styles and flavors to serve the niche of the most specific market. In the tourist route, the covid-19 pandemic forced the enterprises to adopt new management practices, however in most of the enterprises there were layoffs and a drop in revenues. However, some breweries used the moment and innovated, launched new products and opened new markets for their products and services. This research identified, considering the constraints of the Covid-19 pandemic, the innovations developed by brewing companies that integrate the Beer Valley Route (Santa Catarina, Brazil).
The objective of the research was to identify, in the midst of the Covid-19 pandemic, the innovations developed in the enterprises that integrate the Beer Valley Route, in the state of Santa Catarina, Brazil. Innovation has proven to be one of the main elements that promotes the development of tourism, due to the possibility of allowing a greater diversification of the offer of products, services, and attractions in Brazil and in many places in the world. The methodological procedure used in the research included the use of a qualitative and quantitative approach, with data collected by informing the owners of eight breweries, with a semi-structured script containing questions prepared based on the literature. The mitigations were carried out online in 2020, and the data propagated with the content analysis technique supported by the Iramuteq software. The results induced that craft beers differ because they are produced based on creativity and innovation, with high quality, mainly derived from the use of differentiated and incorporated inputs. Entrepreneurs reported that they offer a variety of different, more expensive, high-quality beer styles and flavors to serve the niche of the most specific market. In the tourist route, the covid-19 pandemic forced the enterprises to adopt new management practices, however in most of the enterprises there were layoffs and a drop in revenues. However, some breweries used the moment and innovated, launched new products and opened new markets for their products and services. This research identified, considering the constraints of the Covid-19 pandemic, the innovations developed by brewing companies that integrate the Beer Valley Route (Santa Catarina, Brazil).
Description
Keywords
Rota da Cerveja Turismo Inovação Empreendimentos turísticos Covid-19 The Beer Valley Route Tourism Innovation Touristic enterprises
Citation
Secchi, M., Padilha, A.C.M., Souza, M., Binotto, E., Fritz, L.F.F., & Jorge, J.P., (2021). Desenvolvimento de inovações nos tempos COVID-19: o caso da rota do Vale da Cerveja, Brasil. Proceedings of the XIII Internacional Tourism Congress, Estoril, Portugal, October 27-29