Logística empresarial: uma análise estratégica na agência Ilha Viagens e Turismo

Abstract

Tourism is a market in constant transformation and economic development, as a consequence, travel agencies and other segments directly linked to this commercial activity must adapt and renew in accordance with these changes. In the field of contingent business, it is important for the organization to plan its steps using strategies that best fit its internal and external situation. This work has the general objective of analyzing how strategic planning can influence the competitiveness of the company in the branch of travel agency and tourism (AVT). As specific objectives: To present the context of the company in the market; Identify strengths and weaknesses as well as opportunities and threats through SWOT analysis; And suggest the best strategy to be used to maintain the company's competitiveness in the market. A case study was carried out at Ilha Travel and Tourism Agency, with a theoretical and practical framework for the means of research. As data collection instruments, questionnaires were applied to clients, competitors and public agencies, in addition to interviews with the owner. Applied in nature, they cover their forms in qualitative and quantitative terms, using the method of deductive approach and descriptive research modality. In view of the information collected from the SWOT analysis, it was possible to detect the points of action that need to be implemented and worked out, such as the formulation of objectives and goals, outlining strategies so that it has a competitive advantage in the market.