Name: FRANCIELLE SANTOS DA SILVA
Publication date: 29/08/2025
Examining board:
Name |
Role |
|---|---|
| ALFREDO RODRIGUES LEITE DA SILVA | Presidente |
| CESAR AUGUSTO TURETA DE MORAIS | Examinador Interno |
| THIAGO DUARTE PIMENTEL | Examinador Externo |
Summary: The objective of this dissertation was to analyze the changes in strategy-making within the Hotel, Tourism, and Convention Bureau Association of Guarapari – ES following the Covid-19 pandemic period. The investigation is grounded in the theory of strategy as social practice (Jarzabkowski, 2005), which assumes that strategy is constituted by social actors in accordance wich their everyday activities, requiring an examination of how they act, why they act, and what practices they employ in the development of their activities. This approach was adopted to support the understanding of the relationship between strategy-making and practices involved in tourism development in Guarapari – ES, an research is classified as qualitative and descriptive, employing a single-case study design (Yin, 2014), and was conducted within the Hotel, Tourism and Convention Bureau Association of Guarapari – ES, na organization that brings together members from various segments of the local tourism sector. Data collection was carried out through semi-structured interviews with 20 participants, complemented by 10 non-participant observations in meetings held between September and December 2024. The data collected were transcribed, coded, and categorized using Excel and Word spreadsheets. Data analysis followed the spiral approach proposed by Creswell (2007). The results indicate that the contextual changes brought about by the pandemic can lead to transformations in how practices guide situaded activities and consequently, in how actors (re)produce certain practices. Moreover, it was observed that changes in strategy-making emerge from re-signification of already established practices, which undergo a process of divergence, negotiation, and sensemaking throughout their development. These findings contribute to the diversification of tourism studies in post-Covid 19 context from perspective of strategy as social practice with a specific focus on changes in strategy-making following a period of uncertainty caused by the pandemic. Furthermore, they offer relevant contributions to the empirical field by highlighting the importance of adopting contextually appropriate practices and their implications for the daily operations of organizations.
