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A co-criação de experiências como factor de inovação no turismo
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Autores
Orientador(es)
Resumo(s)
O turismo é um sector experiencial, onde a interação personalizada com o usufrutuário pode contribuir para a entrega de um serviço diferenciado. A participação do usufrutuário pode influenciar a criação e entrega do serviço, existindo a possibilidade de as empresas turísticas co-criarem valor em conjunto com os seus clientes.
O presente trabalho pretende estudar a relação entre o esforço de interação com o usufrutuário, a co-criação e o seu resultado em termos de melhorias e criação de novos serviços turísticos. Com este fim, foram analisadas quatro empresas de turismo sediadas em Portugal, com serviços experiências e potencial co-criativo. Para facilitar a identificação e análise das dimensões em estudo foi elaborado, com base na literatura, um quadro de análise conceptual que poderá ser adaptado a investigações futuras sobre experiências nos serviços.
Concluído o estudo, foi possível identificar a importância de uma interação relacional entre a empresa e o cliente no estímulo de atividades co-criativas. A interação com o cliente poderá proporcionar à empresa acesso a ideias e conhecimento que poderão gerar valor acrescentado, através de melhorias nos serviços e processos comerciais.
Tourism is an experiential sector where a costumized interaction with the user can contribute to the delivery of a differentiated service. The participation of the user may have influence in the creation and delivery of the service, being possible that companies co-create value with their clients. The present work studies the relationship between the effort of interacting with the user, co-creation and its result in terms of improvement and creation of new touristic services. To this end, four tourism companies based in Portugal with experiential services and potential for co-creation were analyzed. To facilitate the identification and analysis of the dimensions under study, a conceptual analysis framework was created based on the literature, that may be adapted to future research on experiences in services. After concluding the study, it was possible to identify the importance of a relational interaction between the company and the client in the inducement of co-creative activities. Interacting with the customer may provide the company with access to ideas and knowledge that may generate added value, through improvements in services and business processes.
Tourism is an experiential sector where a costumized interaction with the user can contribute to the delivery of a differentiated service. The participation of the user may have influence in the creation and delivery of the service, being possible that companies co-create value with their clients. The present work studies the relationship between the effort of interacting with the user, co-creation and its result in terms of improvement and creation of new touristic services. To this end, four tourism companies based in Portugal with experiential services and potential for co-creation were analyzed. To facilitate the identification and analysis of the dimensions under study, a conceptual analysis framework was created based on the literature, that may be adapted to future research on experiences in services. After concluding the study, it was possible to identify the importance of a relational interaction between the company and the client in the inducement of co-creative activities. Interacting with the customer may provide the company with access to ideas and knowledge that may generate added value, through improvements in services and business processes.
Descrição
Mestrado em Economia e Gestão de Ciência, Tecnologia e Inovação
Palavras-chave
serviços turismo experiências interação clientes co-criação services tourism experiences interaction clients co-creation
Contexto Educativo
Citação
França, Carla Joana Freitas (2017). "A co-criação de experiências como factor de inovação no turismo". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão