Revista Turismo & Desenvolvimento

Editorial

Armando Luís Vieira — Qui, 30 Nov 2023 10:40:13 +0000

Impact of Hotel Service Quality Dimensions on Hotel Brand Image and Guest Repeat Patronage

Ramjit Singh, Parikshat Singh Manhas, Abid Suhail Nika, Joana Alegria Quintela — Ter, 28 Nov 2023 11:10:09 +0000

The present research aims to assess the structural relationship between service quality and guest repeat patronage in the hospitality industry, examining examines the service quality, hotel brand image, and guest repeat patronage. The research design is exploratory cum descriptive in nature. The primary data were collected in June-August 2019 and 400 were considered valid responses for analysis. SPSS 21 was used for data treatment and descriptive analysis, exploratory factor analysis, t-test, ANOVA, and structural equation modelling (SEM), and a multilateral technique was provided. The factors of service quality like tangibility and empathy have shown the maximum variance explained. It indicates that the guests have felt these two factors are more important in enhancing their satisfaction level. Overall, better service quality in hotels enables them to achieve higher guest satisfaction and retention. The more and better the hotel's service diversity, the more positive the brand image developed in guests' minds, influencing their repeat patronage. The present research contributes to the theory of the vital concepts of service quality, brand image, and guest repeat patronage. It clarifies the positive relationship between service quality, brand image, and guest repeat patronage to improve the hotel's service quality and brand image.

Intention to use augmented reality in tourism: exploring the mediator relation of hedonic motivation

Marina Perišić Prodan, Ana Čuić Tanković, Eni Čekić — Ter, 28 Nov 2023 11:12:16 +0000

Tourism service providers have begun using augmented reality (AR) technologies to enrich tourists’ experiences and connect them with their brands. Due to the fun and enjoyment associated with the use of the technology, hedonic motivation plays an important role in intention to use AR. Therefore, the aim of this paper is to investigate the determinants of intention to use AR in a tourism context, given the mediating role of hedonic motivation. Primary research was conducted based on an online questionnaire developed from previous research and adapted for the objectives of this paper. The collected data were empirically tested and validated through partial least squares structural equation modelling (PLS-SEM). The results suggest that the effect of Technology readiness on Intention to use AR is not mediated by Hedonic motivation, nor is the relationship between Perceived ease of use and Intention to use AR. On the other hand, Perceived usefulness has a significant positive effect both on Intention to use AR and on Hedonic motivation. The indirect relationship between Perceived usefulness and Intention to use AR is mediated by Hedonic motivation.

Methodology for the evaluation of cultural tourism routes: A case applied to the cultural heritage of the province of Cádiz (Spain)

Diego Manuel Calderon Puerta, Gema Ramírez Guerrero, Manuel Arcila Garrido — Ter, 28 Nov 2023 11:17:25 +0000

Tourist-cultural routes and itineraries have become one of the most widely used tools for the enhancement of cultural heritage. In this sense, national and international organisations have been concerned with recognising and promoting these products, as well as offering a conceptual framework for them. Despite the implementation of cultural tourism routes in the market, they often end up being underused or even unknown products, either due to their lack of equipment, dissemination or problems in the coordination and management of the elements that make up the route. Based on this hypothesis, the aim of this work is to offer a methodology for the evaluation of tourist routes organised into five areas of analysis (level of quality of the destination, level of promotion of the route, tourist use, impact on the destination and user satisfaction). Subsequently, the methodological proposal is applied to the route of the castles and monasteries in the province of Cadiz, offering an evaluation of the same through the study of the first three axes. As a result, the route analysed has not had a design methodology and, therefore, the results of its evaluation have been discrete.

Emotional perception and satisfaction in the visitor to the Fiesta of the Patios in Córdoba (Spain): intangible cultural heritage of humanity by UNESCO

Ter, 28 Nov 2023 11:21:31 +0000

The main goal of this research is the analysis of the emotional perception of the tourist that visits the Fiesta of the Patios in the city of Córdoba (Spain), recognised by UNESCO as an Intangible Cultural Heritage of Humanity, as well as the way in which this emotional perception conditions their satisfaction and loyalty to the Fiesta. Therefore, three types of visitors were identified according to their degree of emotional perception with the Fiesta of the Patios. The results obtained in this research confirms that the tourists who have a greater emotional perception of the Fiesta of the Patios feel greater satisfaction with the Fiesta and the city. Accordingly, this type of tourist undertakes a greater assessment of the main tourist attributes of the Fiesta of the Patios and the city of Córdoba. Additionally, it should be highlighted that the tendency to have a heightened emotional perception also conditions, positively, the loyalty of the tourist with the Fiesta of the Patios, with their intention of returning to the Fiesta for future editions and recommending that family members and/or friends visit it being greater.

A Bibliometric Analysis of Research on Neophobia and Gastronomy Tourism

Meral Hatısaru, Abdullah Uslu, Halil İbrahim Gündüz — Qui, 30 Nov 2023 10:52:25 +0000

This study aims to investigate the current status of studies on "neophobia and gastronomic tourism" published in the international literature over the last 41 years (1980-2021). The data was extracted from Web of Science (WOS), and so a bibliometric analysis of the publications indexed in WOS was made in this study. The Vosviewer program was employed in order to analyse and visualize the data for a total of 3269 studies on the subject of "neophobia and gastronomy tourism" from the relevant database. Besides, the analysis of the data was supported by the R package program. It has been observed that there are 2113 articles out of 3269 documents on neophobia and gastronomy tourism and that the highest number of articles were published in 2021. The findings indicate that the most cited author was Siegrist, M. and that the most cited document was Birch, I.I. (1999). Also, it has been found that the most co-cited article was written by Pliner, P. The United States, with the most cited and strongest ties, also appears to be the most prolific country. This study is presenting an overview of neophobia and gastronomy tourism research which has been conducted over the last 41 years through bibliometric analysis.

Turismo ciclável e cooperação transfronteiriça

Ana Maria Malta, Zélia Breda, Filipa Brandão — Sáb, 25 Nov 2023 16:21:42 +0000

A utilização da bicicleta no setor do turismo tem ganhado cada vez mais adeptos no mundo. É evidente que o turismo ciclável tem grande potencial turístico e de dinamização territorial. Este artigo tem como objetivo identificar o potencial do turismo ciclável na Eurocidade Chaves-Verín, focando-se em várias áreas: percursos cicláveis, alojamento e restauração, atividades, eventos e entidades bike-friendly. Foi realizada uma análise ao território situado na Região Norte de Portugal e Galiza (Espanha) – a Eurocidade Chaves-Verín, pioneira na cooperação transfronteiriça. A metodologia utilizada para este trabalho foi qualitativa, nomeadamente análise de conteúdo de entrevistas e brochuras turísticas. Os resultados demonstram que as organizações estão conscientes da importância deste tipo de turismo no território e das potencialidades que existem para a sua prática. No entanto, verificou-se que ainda existem limitações, sobretudo nos alojamentos e restauração, e na integração de entidades bike-friendly que conheçam o mercado ciclável. Este estudo revelou interessantes contribuições para o turismo ciclável neste território, permitindo uma melhor perceção deste mercado em termos académicos e territoriais.

Luxury Tourism from the traditional perspective to the sustainable trigger: Redefining the new luxury tourism

Vasco Ribeiro Santos, Manuel Au-Yong-Oliveira, Maria José Sousa, Carlos Costa — Sáb, 25 Nov 2023 16:51:16 +0000

This study analyses and explores the origins of the concept of luxury tourism and its
ongoing evolution. A focus group was chosen as the field research method to collect primary
data, in order to explore and discuss the redefinition of the new luxury tourism in different
complementary perspectives. The central outcomes point out that the concept of luxury tourism
has changed over time. In recent years it has advanced more towards sustainability, and is
perceived differently from different cultural characteristics, perspectives and contexts,
depending on the type and profile of tourist. The main implications and suggestions for future
advances and directions are discussed, and closing remarks related to sustainable luxury
tourism in the outbreak post-COVID-19 are provided.

Classification model for tourist loyalty towards inland destinations. A use case of a province in the north of Spain

Ter, 28 Nov 2023 00:00:00 +0000

Nowadays, tourism plays an important role in the economy, and specially, in inland destinations the tourism sector is a relevant economic and social development source. Thus, identifying the key factors in the tourist offer of an inland destination can be decisive in a tourist's decision when revisiting said destination. For this, the work presents a classification model of the loyalty of tourists to the province of Burgos, Spain. This model, with an accuracy level of 86.23%, is a diagnostic and decision-making tool for the province's tourism activity. In addition, the factors: type of motivation in carrying out the trip, origin of the main expenses during the visit, overnight stay during the trip, travel planning organized by an agency and level of total expenses have been identified as keys to enhance loyalty of tourists, causing important implications for improving the tourism management in Burgos.

Atitudes e perceções de estudantes do ensino superior sobre a utilização de robôs no turismo e hospitalidade

Vitor Roque, José Alexandre Martins, Romeu Lopes, Ricardo Guerra — Ter, 28 Nov 2023 10:13:25 +0000

A investigação sobre a inteligência artificial, a robótica e a automação de serviços nos diferentes setores de atividade, tem vindo a crescer rapidamente nos últimos anos e o setor do turismo não é exceção. A utilização de robôs tem vindo a afetar significativamente o processo de prestação de serviços, moldando as necessidades dos clientes e levando as suas experiências a um nível totalmente novo. A presença de robôs em espaços públicos e privados, é utilizada pelos stakeholders do turismo para melhorar as suas operações e desempenho, garantindo a consistência dos seus standards de serviço. Porém, continua a haver barreiras na adoção da robótica num setor que se diz de “pessoas para pessoas”. Com esta investigação de cariz exploratório, pretende-se perceber as atitudes e perceções de futuros profissionais relativamente à presença e utilização da robótica no turismo. O estudo contou com a participação de estudantes do Politécnico da Guarda de vários cursos. Os resultados podem refletir alguma resistência na implementação de robôs no setor turístico. São também indicadas as tarefas consideradas como mais adequadas a serem desempenhadas pelos robôs. O ensino superior, especialmente na área do turismo, deverá desempenhar o seu papel como agente de mudança. Assim estaremos a preparar os futuros profissionais, para coabitar, de forma consistente e sustentável, com os seus congéneres, não humanos.

Modification on PERVAL Dimensions for Protected Area: Ecotourism Perceived Value in Today’s Pandemic Environment

Mohammad Ridhwan Nordin, Salamiah A Jamal, Nor Asmalina Mohd Anuar — Ter, 28 Nov 2023 10:27:43 +0000

Previous literature on tourism and travel has done a lot of research on perceived value, but nature reserves like national parks have rarely been studied. Hence, the primary reason for undertaking this study is to analyse the dimensionality of the perceived value concept of national parks by adopting the modification of the PERVAL measurement scale. We examined four dimensions: functional value, value for money, novelty value, as well as health and well-being value. A conceptual model was formulated and preliminary tested to examine the value perception of ecotourists on their experiences in national parks. From a series of analysis, the results provided significant insights in relation to the values of health and well-being recognized by eco-tourists during the pandemic. In general, the results elaborated on the focal relationships of all variables, gave insight into the empirical nature of the national protected parks and had significant implications for marketers.

Reviving Tourism post-COVID-19

Sriharini Sriharini, Ahmad Izudin, Lathiful Khuluq — Ter, 28 Nov 2023 11:00:49 +0000

The risk of non-natural disasters such as the 2019 Corona Virus Disease (COVID-19) affecting tourism is perceived as a prolonged crisis, and many countries are not prepared to respond quickly. This perception creates new symptoms in the process of reviving tourism areas affected by the mobility restriction policy. There are many who have failed in the process of recovering the tourism sector, because the mechanism for solving the COVID-19 crisis that was formulated is only temporary. On this basis, this study attempts to analyze how the local government of Gunungkidul responded post-COVID-19 to restore the tourism sector. The research findings show that the local government is focused on solving two main issues: health protocols to provide comfort and safety for visitors and social care as a community strategy to quickly get up from adversity. Empirically, the policy is able to reduce cases of the spread of COVID-19, and simultaneously has become a means to increase the productivity of local people who make the tourism sector their main job. As unique from other studies, it turns out that the process of revitalizing tourism does not occur due to a single factor, namely policy formulation. But far from that, the existing social capital—social safety net, collaboration, and village funds—becomes a force to quickly rise from a crisis. The weakness of this study lies in the regulatory format presented by the local government which is only short- and mid-term. The researcher recommends to study more deeply about the long-term policy format as an alternative means of strengthening tourism for sustainable development. At the same time, long-term policies can also be an alternative means for local communities to avoid shock and be prepared to face similar crises in the future.

Travelling back home and becoming a stranger

Raweewan Proyrungroj — Ter, 28 Nov 2023 11:31:24 +0000

The present study aimed to investigate the phenomenon of reverse culture shock experienced by Thai youths upon their return to Thailand. It adopted an interpretive paradigm utilising a qualitative research method. Semi-structured interviews were used to collect data from 25 Thai youths completing an exchange study abroad programme in a European country. When experiencing their own home culture again, all the returnees encountered the effects of reverse culture shock in terms of changes in their identities, behaviours, cognitions and emotions. These effects could be categorised into five main dimensions, namely: personal growth, cultural distance, social distance, moral distance, and emotional aspects. Although the negative effects of returning home were largely addressed by these students, positive consequences were also noted. The findings of this study have informed the development of a framework that serves as a guide for investigating the experience of reverse culture shock among overseas students.

O modelo importance-performance analysis das experiências de teatro imersivo de terror

Miguel Belo, Nuno Gustavo — Ter, 28 Nov 2023 11:41:51 +0000

O modelo Importance-Performance Analysis (IPA) tem sido amplamente utilizado por estudos na área do turismo e da hotelaria para examinar a satisfação de turistas. Apesar do recente crescimento global de popularidade das Dark Immersive Theatre Experiences (DITE), poucos estudos abordaram a satisfação de turistas nestas ofertas. O presente artigo pretende utilizar o modelo IPA para examinar em que medida estas ofertas de dark tourism conseguem ir ao encontro das expectativas dos seus participantes. Os resultados obtidos neste estudo destacam um total de oito itens para os gestores de DITE se concentrarem na futura alocação estratégica de recursos: “experiência hiper-realista”, “experiência que assuste”, “experiência que provoque descargas de adrenalina”, “experiência que provoque fortes emoções”, “experiência que leve a testar limites”, “experiência que me permita aprender mais sobre como eu próprio(a) reajo a situações a que não estou acostumado(a), permitindo-me assim conhecer-me melhor pessoalmente”, “experiência que permita participar ativamente nas suas cenas e/ou diálogos” e “experiência tão inovadora que me permita viver algo único”. Além do mais, os itens “experiência com um ambiente de suspense e de tensão”, “experiência com uma história cativante” e “experiência que divirta” foram reportados como importantes com um desempenho positivo, “experiência que me permita enfrentar e ultrapassar situações adversas” como item sem necessidade de reforço adicional de recursos e no item “experiência com um elenco de alta qualidade” foi sugerido um desempenho positivo apesar de não ser tão importante. Os resultados desta investigação podem ser utilizados pelos gestores de DITE para alocar recursos de forma mais eficiente tendo em vista o aumento da satisfação dos seus participantes.

Residents’ Attitudes toward the Impacts of Theme Parks in Lembang Sub-district, West Bandung Regency, Indonesia

Arini Shofi Elmia, Wiwik Dwi Pratiwi — Qua, 29 Nov 2023 11:03:40 +0000

Lembang is one tourist destination that has developed tourism attractions and activities, in which one of which is a Theme Park. Theme Park is a recreation area that has unique features that can characterize a place using a carried concept. This attraction could turn to be the main motivation for tourists’ visits and it tends to invite tourists of large numbers. Thus, the presence of mass tourism has caused some impact on residents who live in the proximity areas where they run their lives and livelihoods. The presence of a theme park has both positive and negative implications for the surrounding population. This study aims to analyze local residents’ attitudes toward Theme Park by using a qualitative and quantitative approach analysis based on both primary and secondary data. An understanding of the impacts of Theme Park's existence on settlement areas and their inhabitants may be a cornerstone of a sustainable Lembang tourism development strategy so that tourism is not only seen positively by entrepreneurs but also brings significant benefits to residents who live nearby.

Sikh Pilgrimage Tourism in Pakistan: Problems and the Way Forward

Umair Abbas, Khurram Shahzad, Anum Javaid — Qua, 29 Nov 2023 11:11:14 +0000

Being the birthplace of Sikhism, Pakistan has massive tourism potential related to Sikh Pilgrimage. However, it has failed to make this sector a boosting industry. The study aims to find the impediments of this sector and the problems faced by Sikh pilgrims during their pilgrimage journey (Yatra) in Pakistan. The study used a qualitative approach. The data was collected through questionnaires, visits, and interviews with pilgrims and govt. Officials. The findings showed that the Pilgrimage sector faced many problems, including Indo-Pak bilateral tension and strict visa policy, lack of advertisement campaigns, poor law and order situation, infrastructural & transportation issues, etc. Therefore, to make the Sikh tourism sector a multi-million-dollar industry these issues must be addressed.

Supply-side perspectives on digital technologies and cultural tourism experiences in Northwest Portugal

Qua, 29 Nov 2023 11:40:03 +0000

This paper aims to understand the perceptions of tourism-related business owners/managers regarding the use of digital technologies for the provision, dynamization, and communication of cultural experiences targeting families. To achieve this aim, a qualitative approach was adopted by conducting ten semi-structured interviews with business owners/managers operating in the District of Viana do Castelo, in Northwest Portugal. Participants were selected through a convenience sampling method after being initially identified as licensed by Turismo de Portugal at the National Register of Tourism leisure-related Agents, offering cultural experiences and online presence. The interviews were transcribed and analysed manually, based on a systematic analysis matrix. The research shows that digital technologies are not used very often by companies and that the ones they use are mostly related to promotional activities (Social Media and Websites). Nevertheless, disadvantages and barriers to its use are also acknowledged. Finally, practical and theoretical implications are highlighted, along with suggestions for further future research.

Servicescape, E-WoM, and satisfaction on tourists’ revisit intention to yoga tourist destination: Evidence from Patanjali Yogpeeth, India

Uma Pandey, Md. Tariqul Islam, Mohammad Imtiaz Hossain — Qua, 29 Nov 2023 12:06:22 +0000

With tourists’ growing interest in revitalising their bodies, mind, and spirit through learning and practicing yoga, yoga tourism is getting attention rapidly in academia and industry, The age-long practice of yoga, ayurveda, and meditation make India an excellent hotspot for yoga tourism. Patanjali Yogpeeth is chosen as the area of the study, considering its prominence and impact on the whole industry. The institution promotes exercise, research, and advances in ayurveda and yoga. This research examines the influence of electronic word of mouth (E-WoM) and servicescape on tourists’ revisit intention to the Patanjali Yogpeeth with the mediating role of tourist satisfaction. Quantitative methodology was applied in the current study, and 231 tourists’ data was collected from those who have revisited Patanjali Yogpeeth. The findings showed that tourists’ revisit intention towards Patanjali Yogpeeth has a significant relationship with E-WoM and servicescape. In addition, perceived satisfaction mediates the relationship between tourists’ revisit intention and E-WoM and servicescape. From the practical aspect, this research will help the tourism and travel industry stakeholders with empirical evidence. From the theoretical aspect, the study extends the applicability of the Stimulus Organism Response (S-O-R) theory.

Enhancing positive impacts at tourist destinations through local participation in community-based tourism: New directions for sustainable tourism

Andrea Giampiccoli, Oliver Mtapuri, Anna Dluzewska — Qua, 29 Nov 2023 15:05:53 +0000

This article presents the interplay of community-based tourism (CBT), local supply and carrying capacity by focusing on how to decrease leakages related to goods and services in tourism (such a food and drink, construction material for accommodation establishments and tourism services). It is a conceptual paper whose aim is to present a new direction in tourism carrying capacity to enhance local impacts. It advances a different approach to carrying capacity linked to the concept of CBT, where a company’s Corporate Social Responsibility also contributes to the local economy in pursuit of tourism linkages. A new approach to carrying capacity is suggested steeped in local resources, both human and natural, supply capacity and the concept of CBT. The article argues that communities must define their own development trajectories based on their capabilities, capacities and context.

A utilização da economia circular e reutilização adaptativa em contexto turístico na preservação da identidade e cultura gandaresa

Dina Ramos, Ana Maria Malta — Qui, 30 Nov 2023 07:57:51 +0000

A economia circular está presente, desde a sua origem, na identidade e cultura gandaresa, devido à cultura de aproveitamento e reutilização utilizada pela comunidade. A reutilização adaptativa, ancorada na economia circular, pode ser implementada como uma estratégia para a preservação e conservação da cultura e identidade gandaresa, dando novas utilidade aos seus ativos culturais materiais e imateriais. O objetivo desta investigação é promover a utilização da economia circular e reutilização adaptativa na preservação da identidade e cultura gandaresa, em contexto turístico. Foram realizadas entrevistas à comunidade residente dos municípios de Vagos, Mira e Cantanhede. Os resultados indicam que a utilização destes processos na sociedade atual são uma mais valia para a proteção e preservação da identidade desta cultura. A utilização da economia circular e especialmente da reutilização adaptativa são uma estratégia que ajuda na conservação e preservação do património cultural material, mas também imaterial, promovendo impactos a nível cultural, social e económico nas comunidades. Quando se trata da preservação das memórias e tradições imateriais, a reutilização adaptativa também desempenha um papel significativo. A preservação do património cultural imaterial, como práticas tradicionais, expressões orais, festas populares, música, danças e artesanato, é igualmente importante para manter a identidade e a coesão social de uma comunidade. Assim, ao integrar práticas tradicionais e expressões culturais em experiências turísticas autênticas, a reutilização adaptativa pode proporcionar benefícios tanto para as comunidades locais quanto para os turistas.

Percurso pelos cemitérios do Porto

Aline Silva Santos, Teresa Portela Marques — Qui, 30 Nov 2023 10:26:38 +0000

Equipamentos fundamentais para os agrupamentos urbanos, os cemitérios comportam espaços que, além das funções de disposição e homenagem aos mortos, permitem uma apreensão de dados históricos, culturais e artísticos do contexto nos quais estão inseridos. Assim, pode-se dizer que é possível ler uma cidade sob a ótica de seus cemitérios. Deste modo, são espaços passíveis de atividade turística, e o turismo cemiterial é uma prática já consolidada em diversos países, a qual vem se desenvolvendo também em Portugal.

O Porto, que possui o turismo como uma atividade relevante para seu movimento econômico, é a única cidade portuguesa que possui cemitérios que constam na Europeans Cemeteries Route. Tal status é explorado principalmente no que se refere às figuras históricas que lá estão inumadas e ao material artístico-arquitetônico, com valor estético-histórico, composto sobretudo por seus jazigos, capela e estatuária.

A se considerar que o Porto possui 12 cemitérios, e que há outros aspetos que também podem ser significativos nestes locais, o presente artigo se propõe, a partir de um percurso pelos seus cemitérios, apresentar impressões e tecer uma reflexão de como estes locais podem oferecer uma leitura de onde se inserem, em um diálogo entre cemitério e cidade. Para tanto, foi utilizado como método revisão sistemática da literatura aliada a visitas a campo por meio de caminhadas etnográficas.

The economic impact of Homestays in Uttarakhand, India: A qualitative study

Anup Singh Patwal, Vinay Rana, Gaurav Chopra — Qui, 30 Nov 2023 10:31:43 +0000

Homestays have the potential to serve as a novel strategy for promoting growth in tourism industry. Using a descriptive approach, this study concentrates on the value that homestay businesses bring to the economy. Twenty-two homestay establishments across Ranikhet, in Almora district of Uttarakhand India were interviewed extensively to compile this data. Researchers have looked at how homestays affect a variety of variables, including income, employment, entrepreneurship, migration patterns (both in and out), infrastructural growth, and quality of life. Since the beginning of homestay tourism in the area, both revenue and expenditure rates have increased. According to the results of this study, many of the respondents have covered their regular expenses using funds obtained through homestay organizations. Everyone who runs a homestay business has noticed an improvement in their financial situation and living standards.

Estratégias de inovação utilizadas pelas pequenas e médias empresas frente a pandemia: Um estudo no Brasil e Colômbia

Qui, 30 Nov 2023 16:54:57 +0000

O estudo tem por objetivo identificar as estratégias de inovação utilizadas pelas pequenas e médias empresas do Brasil e Colômbia, no enfrentamento da pandemia Covid-19. A coleta de dados foi realizada por meio de survey, de forma concomitante em empresas brasileiras e colombianas. A coleta de dados ocorreu por meio de aplicação de questionário estruturado a 82 empresas do segmento de hotelaria, bares e restaurantes. Os resultados indicam que as estratégias de inovação adotadas pelas empresas para manter a continuidade das atividades, frente ao contexto pandêmico, foram de comunicação e marketing, com publicidade em mídias digitais e implementação do uso de aplicativos e ferramentas de comunicação (facebook, instagram e whatsApp); bem como inovação de processos, com adequação no fluxo de atividades operacionais e atendimento (serviço de delivery). Por outro lado, pode-se observar que a pandemia, trouxe impactos negativos nas relações de trabalho, refletindo em alterações nas rotinas de trabalho e adequações nos contratos trabalhistas, incluindo ações de demissão, redução salarial, antecipação de férias e suspensão temporária de contratos. Esse impacto poderia ser ainda mais negativo, caso as empresas estudadas não tivessem implementado estratégias de inovação. De forma geral, constatou-se similaridade nas estratégias de inovação entre as empresas brasileiras e colombianas.