Gestão de operações em eventos: processo de cocriação de valor entre comerciantes e visitantes de festivais culturais

Abstract

Events foster tourism and draw local and national attention to the cities that carry them out (HIXSON, 2014; LIU, 2014), as well as being used as a marketing tool to promote an area, attraction, historic date or promote education and culture (BUCH; MILNE; DICKSON, 2011). Event management is challenging due to the number of stakeholders involved. Seeking effectiveness, managers need to establish relationships among the stakeholders involved in the process, defining roles and analyzing the relationships of co-creation. There is a demand for research to analyze the processes of value creation (ANDREU et al., 2010) among stakeholders. The present study used the International Literary Festival of Paraty (FLIP) to identify and map the primary and secondary stakeholders involved in the event and to explore the co-relation relationships based on the Andreu et al. (2010). To develop the work, secondary documents and official festival materials were analyzed to map the network of interest groups involved. There were 35 interviews with visitors and organizers. The results allowed observing the process of value creation from the point of view of different stakeholders. From the content analysis of the interviews, there was a fragility in the relations of co-creation and little understanding of the roles of each one of the stakeholders, generating failures in the process of value creation. Merchants do not know how to contribute to the construction and execution of the event and visitors do not actively bother to offer the service. The relationship with the management of the festival is almost nil, which intensifies the lack of understanding of the roles. For future studies it would be interesting to apply a quantitative metolodogy to measure the levels of co-creation in the relations, the inclusion of other stakeholders to give light to the vision of other publics and application in other contexts as smaller festivals.