Transformação digital como fator de competitividade no equipamento turístico de Aracaju: um estudo sob a ótica da teoria da estruturação

Abstract

Tourism is a key activity for the economy, for job creation, for the emergence of new businesses, as well as for the increase in goods and services, as brings in its wake the development of locations, due to the benefits it brings to both tourists and for the communities benefited by tourism. It is clearly noticed that the digital transformation has changed the behavior of tourists, whether through the use of digital platforms, for buying and selling products and services or even virtual visualization of areas to be visited in loco. In view of this, an integrated view of organizational strategies is required due to the challenges associated with a complex combination of factors involving technologies, people and organizations. That is, new ways of thinking strategically about business. Thus, this text aims to investigate how the domains of digital transformation, customers, data and values can transform the competitiveness of Aracaju's tourist equipment. Structuring theory is a theory used in this research because it argues that agency and structure are distinct but interrelated concepts. One does not exist without the other. There is an amplified vision that brings a relationship between technology and social structures, for example, information and communication technologies (ICT), applied to organizations. The constructs used in the research were clients, data and values. The strategy used was the application of an interview script, where each company was visited with pre-scheduled times with the managers. As for the applied methodology, ontologically the research makes a subject-object interaction, epistemologically it is inductive, constructivist and based on the context, as for the paradigm it is interpretivist, the method is qualitative through case study and the collection and analysis technique, through an interview script. Among the main results found, it is noteworthy that the Aracaju s tourist is an emerging sector in terms of the use of digital platforms, as well as requiring a value proposition that improves the competitiveness of the local tourist sector. It is hoped that this research can contribute, not only to leverage the competitiveness of the Sergipe tourism sector, but also to produce insights for future research in the sector.