Use of Dynamic Capabilities - Analysis of the Online Presence of Receptive Tourism Agencies
DOI:
https://doi.org/10.11606/issn.1984-4867.v33i2p308-327Keywords:
Online presence, Receptive tourism agencies, Dynamic capabilitiesAbstract
The present study aims to analyze how receptive tourism agencies have used the online presence to obtain a competitive advantage, through dynamic capabilities, in the commercialization of tourist services. adopted by these enterprises. Dynamic Capabilities are considered tools that allow the configuration of resources in search of better efficiency according to the dynamism of the market. The online presence has been a resource used by tourism enterprises in order to stand out in terms of competitiveness, through the implementation of Information and Communication Technologies (ICTs) improving the operational activities of travel agencies, enabling greater quality in the services provided, reducing costs. This study, therefore, was based on theories that approach the use of Information and Communication Technologies, Receptive Tourism Agencies, Online Presence in the travel sector and the approach of dynamic capacity as an organizational strategy. A qualitative content analysis was carried out in which three categories were verified that addressed dimensions regarding the website, information and purchase aspects. Four receptive tourism agencies in the city of Natal-RN were analyzed in order to achieve the proposed objectives. The study shows that the analyzed companies have used social networks and have their own websites that satisfactorily meet the chosen categories, demonstrating an understanding of the importance of using Information and Communication Technologies (ICTs) resources to enhance their online presence and gain competitive advantage.
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