COMPETITIVE STRATEGIES APPLIED TO TOURISM: AN ANALYSIS OF THE INN POSICONAMENTO "TOCA OWL" (PIPA - RN)

Abstract

This study is part of the interface between theory and empirical administration and tourism, with a view to understanding the dynamics of the tourism market, relevant for its peculiarity and steady socioeconomic growth. So is aimed to analyze the strategic positioning adopted by the inn "Burrow Owl", a tourism success and international renown, with category "Esmeralda", the highest decoration associated with the "Roadmap Charme", one of the most significant associations hosting nationwide. To this end, we conducted a review of theoretical assumptions about business strategies, focusing on two models consolidated analysis of market competitiveness, testing "SWOT" Andrews and the model of the "Five Forces" of Michel Porter, will be in situ observation and semi-structured interviews , to support the formatting of this case study. The data collected show the privileged position of the company in the market in which it operates, as well as the optimization of available resources from the opportunities of the medium, ensuring the survival of the company two decades and international awards for magazines. Valid this study was to enhance the relevance of theoretical and empirical connection between management theories and tourism market.