Análise do valor relacional na cocriação de valor de rede Atlantica Hotels região nordeste durante a crise da Covid-19

Abstract

This research analyzed how the formation elements of relational value: sharing, trust and, cooperation contributed in value co-creation of the Atlantica Hotels chain during the COVID19 pandemic. For this purpose, was reached specific objectives were as follows: (i) analyze how relational aspects contribute in value conception the Atlantica Hotels chain during the COVID-19 pandemic; (ii) identify the value co-creation on the Atlantica Hotels during the COVID-19 pandemic from the DART model; (iii) analyze how formation elements of relational value (sharing, trust and, cooperation) impact on transaction coasts reduction of Atlantica Hotels chain during the COVID-19 crisis. This research has a qualitative exploratory approach and case study design. It was used participative observation to collect the results, a survey of company documents, and applied a structured questionnaire containing 20 questions, of which 20 of those were objectives and 2 essay questions. The questionnaire was sent to 234 administrators: directors, managers, and coordinators with a total of 85 respondents. The data were analyzed according to the content analysis proposed by Bardin (2016), establishing an ongoing dialogue with the pertinent literature. For the answer’s validation, it was considered the percentage of choice from the objective questions cross-referencing the data from questions and participative observation (STAKE, 2005). The essay questions were tabulated and associated with main ideas, based on the elements studied (dialogue, access, risk, transparency, sharing, trust, and cooperation). It has been concluded that there is in the chain sharing actions the presence of the constructs cooperation and trust, as well as the elements of the DART model: dialogue, access, risk, and transparency, which resulted in a reduction of the hotel’s transaction costs. The record shows that sharing of ideas and resources was followed by collaborative attitudes between the units, in an environment of trust. This action helps to strengthen relations and contribute to the co-creative process, in which mutual benefits are perceived. Through the results, it was possible to analyze how relational aspects contribute the co-creation of value in the Atlantica Hotels chain. Through these aspects, there was an increase in the amount of information, joint ideas, team actions, and work support in face of a critical scenario.