Submitted by Automa??o e Estat?stica (sst@bczm.ufrn.br) on 2017-01-13T12:48:29Z No. of bitstreams: 1 JulianaRodriguesDaCosta_DISSERT.pdf: 2028905 bytes, checksum: 9f8ae699fb82e2477d03d87666ea24f7 (MD5) / Approved for entry into archive by Arlan Eloi Leite Silva (eloihistoriador@yahoo.com.br) on 2017-01-24T10:54:26Z (GMT) No. of bitstreams: 1 JulianaRodriguesDaCosta_DISSERT.pdf: 2028905 bytes, checksum: 9f8ae699fb82e2477d03d87666ea24f7 (MD5) / Made available in DSpace on 2017-01-24T10:54:26Z (GMT). No. of bitstreams: 1 JulianaRodriguesDaCosta_DISSERT.pdf: 2028905 bytes, checksum: 9f8ae699fb82e2477d03d87666ea24f7 (MD5) Previous issue date: 2016-03-07 / O turismo de eventos corporativos acelera o fen?meno e diminui a sazonalidade, al?m de impulsionar diversas formas de comunica??o, seja ela voltada para capta??o de eventos ou n?o. Nessa expectativa, o objetivo da pesquisa foi avaliar as tipologias da comunica??o utilizadas para a capta??o de eventos corporativos no Convention & Visitors Bureaus do Brasil. O estudo teve como universo, os diretores executivos e comerciais das associa??es que captam eventos corporativos, por meio de pesquisa qualitativa e natureza descritivo-explorat?ria, vi?s funcionalista e amostra n?o probabil?stica. A coleta dos dados foi realizada por meio de question?rio semiestruturado, enviado por meio eletr?nico, por interm?dio da ferramenta Google Docs e avaliado a partir da t?cnica de an?lise de conte?do. Os resultados da pesquisa mostram que o processo de capta??o ? voltado para o perfil dos setores: atacadistas, servi?os, organizadoras e promotoras de eventos, agroneg?cio, tecnol?gico, industrial, minera??o, l?deres e m?dicos. Tendo como quesitos que impactam a comunica??o os seguintes elementos: avalia??o dos dados e fontes, recebimento de informa??es atualizadas, feedback, trabalhos com a demanda e oferta da capta??o. Assim como, comunica??o multi-ferramentas, avalia??es constantes, v?cios de linguagem, clareza comunicativa, limita??o vocabular, experi?ncias anteriores e vis?o de amigos ou familiares. J? os que corroboram est?o voltados para atitude ao se comunicar, a responsabilidade e propriedade que gera transpar?ncia e fidelidade ? comunica??o, o contato direto, por meio da fala, apresenta??o da proposta, contato com o promotor ou l?der. No cen?rio, foi apontada a dificuldade de avalia??o, quanto ? frequ?ncia e retroalimenta??o dos dados, a fim de manter uma sintonia de informa??es e poss?vel desenvolvimento, haja vista que o termo avalia??o ponto a ponto foi citado por quatro destinos (Natal, S?o Paulo, Bel?m e Po?os de Caldas). Conclui-se que, para se construir uma comunica??o captadora de eventos corporativos que descentralize os resultados pelo pa?s de forma integral, ? preciso conhecer os principais nichos de contratantes, as suas peculiaridades e particularidades, pois cada capta??o de evento ? ?nica e, para esse contratante, a vontade dos participantes est? sempre em primeiro lugar, ou seja, a fidelidade da comunica??o impacta no feedback final. / The corporate events tourism accelerates the tourism phenomenon and reduces seasonality, besides it boosts various forms of communication, whether it is focused on attracting events or otherwise. Based on this expectation, the objective of the research was to evaluate the types of communication used for the attraction of corporate events in Convention & Visitors Bureaus of Brazil. The study had as its universe executives and trade directors of associations that attract corporate events, through qualitative research and descriptive and exploratory nature, functionalist bias and non-probabilistic sample. Data collection was conducted through a semi-structured questionnaire sent by electronic means through the Google Docs tool and evaluated by the content analysis technique. The research results show that the process of attracting is focused on the profile of the sectors: wholesale, services, events organizers, promoters, agribusiness, technological, industrial, mining, leaders and medical. The questions that impact communication are: evaluate the data and sources, have updated information, ask for and offer feedback, work with the demand and supply of the attraction. Communication should be multi-tools, make assessments constantly, language vices, communicative clarity, limited vocabulary, previous experiences and vision of friends or family. Those which corroborate are focused on an attitude while communicating, responsibility and ownership that creates transparency and fidelity to communication, direct contact through speech, proposal submission, contact with the promoter or leader. In the research was pointed out the difficulty of evaluation, regarding the frequency and feedback of data in order to maintain a line of information and possible development, given that the evaluation point to point was cited by four destinations (Natal, S?o Paulo, Bel?m and Po?os de Caldas). In conclusion, to build a communication to attract corporate events that decentralize the results through the country integrally, it is needed to know the main contractors niches, their quirks and peculiarities, because each event attraction is unique and for that contractor the will of the participants is always in first place, in other words, the communication fidelity impacts on the final feedback.