The canvas model as a strategic tool in tourism companies - the case of caribessa in João Pessoa/PB
Abstract
Micro and small enterprises (MSB) have occupied a relevant position in the economy. Therefore, this study then aims to analyze the strategic management of MSB in João Pessoa-PB, in the tourism segment, using the Canvas model. As methodological procedures, we opted for a qualitative exploratory research based on a case study. For data collection, a bibliographic survey was performed and using the techniques of semi-structured interviews and direct observation was performed. In the treatment of the data, the technique was used, where it was possible to analyze the interview and to categorize it from the Canvas business model. That way, it was concluded that the BMC tool could help the strategic management of MSB as it allows the small entrepreneur, without major financial investments and technological resources, to elaborate, execute and monitor strategies and expected results.
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