Risk Management and Innovation during the Pandemic: A Multiple Case Study of Travel Agencies in Natal
Abstract
The Covid-19 pandemic that spread across the world also impacted tourist activity, and consequently tourism companies, such as travel agencies. In this context, agency managers had to adapt to the new situation, innovating to stay in the market and using risk management to manage these tourism companies. In this sense, the general objective of this work is to investigate the innovation process of travel agencies in Natal to adapt to the risks during the Covid-19 pandemic. Regarding methodological procedures, the research was descriptive-exploratory in terms of objectives, with a qualitative approach. Therefore, a multiple case study was carried out with five travel agencies, with data collection carried out between December 13 and 23, 2021, and subsequent data processing using the co-occurrence method. The results of the study showed that with the advent of the Covid-19 pandemic, travel agencies needed to adapt through innovation mechanisms, with a boost in investment in online sales and marketing through social networks such as Instagram. They also started to prioritize national and northeastern itineraries, such as Ceará, Alagoas, Paraíba and Recife, as it was difficult to focus on the international tourism market at the time. It should be noted that during this period hygiene protocols were being adopted to carry out the tours. It's concluded that this study contributed to exposing the perspective of travel agency managers on the changes they had to make as a result of the Covid-19 pandemic, using ways to innovate their businesses to continue operating in the market.
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