Central Bureau of Social Tourism SESC / Florianopolis-SC: inclusion through tourism

Abstract

Updating is required to meet new challenges, market trends and changes in consumer behavior. It implies innovative strategies and decision-making in Tourism, including the travel agencies' field. Thus, researches and development plans become fundamental for keeping any touristic enterprise operational and for prolonging its life cycle. This holds truth for regular businesses as well as for Social Tourism endeavors, which aim particularly at the bottom of the pyramid. This work has been developed at Central de Turismo Social(Social Tourism Center) of SESC(Commerce Social Service) in Florianópolis. The Center is a travel agency focused on Social Tourism projects. This article is based on The Fortune at the Bottom of the Pyramid(Prahalad, 2005), Creating a World Without Poverty(Yunus, 2008), Social Tourism(SESC 2009), besides survey of the profile and habits of the Center users. Since Prahalad's and Yunus' concepts served as guide for the analysis, this work's objective is to contribute to the practice of Social Tourism and a fair commerce. The methodology consists of a descriptive study with a quantitative character, presented in the form of a case study. The data collection methods used were document analysis, questionnaires and participant observation. It is important to highlight the institution offers an adequate structure as a strategy to insert the bottom of the pyramid into the tourist segment. However, the offered services are not used to their full potential. In summary, the results achieved with the strategic actions are satisfactory and allow to qualify the institution as social inclusive.