The objective of this study is to investigate the concept of trustworthiness and then examine its effect within the venue of the hotel sector. Given trustworthiness accepted importance to relationship marketing, there appears to be a failure to develop a coherent framework to indicate trustworthiness. This is a gap that this thesis addresses and by doing so, it will extend the body of knowledge by contributing to our understanding of the construct and its determinants. The main hypothesis in this thesis is identifying the determinants of trustworthiness with an outcome as part of a causal model. Within the proposed model, the determinants; consistency, competence, integrity, benevolence, value alignment and communication are assumed to have a positive impact on trustworthiness. In turn, trustworthiness has a positive impact on both attitudinal loyalty and behavioural loyalty, the two types of loyalty are proposed as the model outcome, whereas the previous six determinants are proposed as antecedents of trustworthiness. In order to test the proposed hypotheses, a new measurement scale was developed in order to evaluate trustworthiness with its determinants and outcome, the model was tested within the hotel sector in Jordan where over 526 respondents took part in the main survey collection, 60 respondents participated in the pilot study along with 11 interviewees. The results from the empirical study revealed that the hypothesised model is valid and significant, in which all the antecedents of trustworthiness had a significant loading as well as the model corollaries. These loadings vary in its significance and strength; this created a clearer picture on the expected impact of each of these determinants once the model being applied within service organisations.

In assessing the impact of global tourism on climate change, emissions from transport receive the most attention although emissions associated with accommodation account for more than 20% of the total. A plethora of hotel certification schemes have been established worldwide that assess various environmental performance indicators, among them energy use. However, none explicitly quantify CO2 emissions, and in many, energy is poorly accounted for, or other non-energy related factors are weighted so that the overall impact of energy use (and hence CO2 emission) is weak. The main thrust of the research is to ascertain the effect of certification on CO2 emissions. The research questions whether the certification schemes are robust and rigorous and whether the results are credible. First, four widely used certification schemes are compared Nordic Swan (Scandinavia), Green Globe (Worldwide), EU Flower (European) and Green Hospitality Award (Ireland). The key issues are identified such as performance and process related criteria, use of benchmarks, and the weighting of different categories. A comparison is made with LEED-EB, a well-established environmental certification scheme, not dedicated to the hotel sector. Secondly, the way in which emissions from electricity, including so-called green electricity and carbon offsetting, are accounted for is examined since it is found that in obtaining certification, this often plays an important part. Actual annual energy use data is desperately needed as feedback to designers, managers and owners in order to give confidence that certification schemes have true validity. Results are presented from large multi-hotel data samples and for detailed results from the quality, illustrative in-depth studies which provided invaluable insight into the technical realities of a multitude of causes and effects which can often be masked in large data samples. An analysis was carried out for four In-depth studies located in Sweden (Nordic Swan), Maldives (Green Globe), Malta (EU Flower) and Ireland (Green Hospitality Award). Global CO2 emissions were compared and calculated from the delivered electricity and fuels consumption data from seventy selected certified hotels worldwide. No corrections were made in the calculations for climate, quality of services, existence of services etc. The performance indicator used is kgCO2 per guest night. The analyses shows no clear pattern. CO2 emissions show a wide variance in performance for 8 hotels certified under different schemes, as well as for 28 hotels certified under the same scheme. In some cases emissions reduced after certification in others no change. Certified hotels do not necessarily have lower emissions than uncertified hotels and a comparison of before – and after – certification shows no significant improvement prior to certification. Most dramatically emissions from certified hotels widely vary by a factor of 7. Although it is arguable a number of corrections should be made to account for different climates, the research highlights that hotels with high CO2 emissions are being awarded certification and it questions what message‘certification’ gives to guests and other stakeholders. At worst it appears ‘business as usual’ can achieve certification with no obvious improvement in performance. The overall conclusion is that existing certification schemes do not properly account for CO2 emissions and do not produce more energy efficient (or less CO2 intensive) buildings. Hotel accommodation was found to be more CO2 intensive than domestic emissions. The findings also uncovered inconsistencies in current methods of certification and indicate a vital need for improved methods. The results also challenge prevailing aesthetic stereotypes of sustainable hotels. The author concludes a simple CO2 accounting method is needed as the first step of a diagnostic process leading to a solution i.e. reduced emissions, to the problem i.e. high energy consumption and/or emissions, thus reducing the environmental impact (in terms of emissions reduction) of the hotel. This method of accounting can be adopted universally by using a Regional, European (O.475 kgCO2/kWh) or Universal (0.55 kgCO2/kWh) conversion factor. In relation to the proper calculation of energy and CO2 emission, sub-metering is a key factor, and with current technological developments, realistic and affordable. Furthermore, apart from certification itself, an essential quality with any monitoring system is that the user can obtain results easily and understandably, in order to get feedback from their actions. This could be facilitated by incorporating sub-metering as part of the building environmental management system software. This ensures that the certification activity is not simply a benchmark, but is also part of a diagnostic and educational process, which will continue to drive emissions down. Only then should it be ethically justified to use as a marketing tool providing diagnostic support in existing buildings, and design and operational guidance for new designs.

Η παρούσα διατριβή πραγματεύεται τη διαδικασία διαμόρφωσης ενιαίας τουριστικής πολιτικής στην Ευρωπαϊκή Ένωση, παρακολουθώντας την πορεία της από την ίδρυση των Ευρωπαϊκών Κοινοτήτων μέχρι σήμερα και εξετάζει τις επιδράσεις των ευρωπαϊκών θεσμικών εξελίξεων και πιο συγκεκριμένα των ευρωπαϊκών πολιτικών στον ελληνικό ξενοδοχειακό κλάδο Στο πρώτο μέρος παρουσιάζεται σε αδρές γραμμές το ιστορικό πλαίσιο εξέλιξης του τουριστικού φαινομένου και εν συνεχεία αναπτύσσεται ο τουρισμός στην παγκόσμια, ευρωπαϊκή και εθνική του διάσταση. Ακολούθως, αναλύεται ο ξενοδοχειακός κλάδος στην Ελλάδα μέσα από τις πιο σημαντικές πτυχές του, δεδομένου ότι θα αποτελέσει στις επόμενες ενότητες το όχημα διακρίβωσης των επιδράσεων των ευρωπαϊκών πολιτικών στις λειτουργίες του. Το δεύτερο μέρος εστιάζει στην πορεία της Ευρωπαϊκής Ένωσης από την ίδρυσή της μέχρι τη Συνθήκη της Λισαβόνας και επικεντρώνεται ειδικά στις περιόδους, όπου θεσμικές μεταβολές διαδραμάτισαν καθοριστικό ρόλο στην ένταξη του τουρισμού στις Συνθήκες και στη διαδικασία διαμόρφωσης ευρωπαϊκής τουριστικής πολιτικής. Το τρίτο μέρος εξετάζει τις πολιτικές της Ε.Ε., που έχουν ειδικό βάρος για τον τουριστικό τομέα και επιχειρεί να αναδείξει το θεσμικό αποτύπωμά τους στον τομέα και ιδιαίτερα στον ελληνικό ξενοδοχειακό κλάδο. Στο τέταρτο μέρος αναλύεται η μετάβαση από το εθνικό πρότυπο τουριστικής πολιτικής στο ευρωπαϊκό και επιχειρείται παράλληλα να προσεγγιστεί ο βαθμός διείσδυσης των μέτρων των ευρωπαϊκών πολιτικών στον ελληνικό ξενοδοχειακό κλάδο με εργαλείο τις επιπτώσεις των πολιτικών αυτών στην ίδρυση και τη λειτουργία της ξενοδοχειακής επιχείρησης. / The present thesis deals with the tourism policy-making in the European Union, following its steps from the birth of the European Communities to date . It traces the impact of the European institutional developments and more precisely of the European policies on the Greek hotel sector. The first part is dedicated to the historical framework of the evolution of tourism and to the presentation of the global, European and national dimensions of tourism development. A profile of the Greek hotel sector is then provided , since it will be the vehicle for screening the European policies that are affecting the daily operation of the hotel enterprises. The second part addresses the process of European integration from the establishment of the European Communities up to the Lisbon Treaty and highlights the periods when institutional changes played a key role to the foundation of European tourism policy The third part focuses on European policies that have a significant impact on the tourism sector and on the Greek hotel industry. The fourth part provides the context of the national tourism policy model and the transition from the national model to the European one, seeking to estimate the impact of the European measures on the Greek hotel enterprises.

The Internet has grown to become one of the most influential tools affecting the tourism industry. This study seeks to explore a smaller piece of a widely recognized phenomenon, breaking off to study the impacts of online reviews on TripAdvisor and electronic word-of-mouth in the hotel sector. The study further attempts to identify problems and advantages with the increased use of consumer generated media-sites. One of the main motivations for this study is also the lack of profound studies examining hotel responses to online reviews and destination impacts. The scope of this study is limited to examine three hotels and their respective reviews, on the Aland Islands. Thus this study does not necessarily seek to generalize results in other instances. The identified problem in this thesis is that hotel operators experience difficulties in managing what is being written about them as the perception of time and space changes, owing to the Internet. In making progress to this problem, the study was conducted through semi-structured interviews and a thematic analysis, to understand the specifics of the context. Furthermore, this methodology was used to understand the perspectives of the informants. The results indicate that online reviews on TripAdvisor follow specific themes and are considered an important source of information for hotel operators. However, there seems to be some limitations in management, due to lack of opportunities and strategic plans of actions in the hotel sector. There is, however, a collective understanding and willingness amongst hotels to further immerse themselves in the work of managing reviews.

Darbo objektas – „Europa Royale Kaunas“ viešbučio darbuotojų darbo laiko organizavimas. Darbo tikslas – ištirti „Europa Royale Kaunas“ viešbučio darbuotojų darbo laiko organizavimą. Darbo uždaviniai: 1. Apibrėžti darbo laiko organizavimo sampratą; 2. Išnagrinėti darbo laiko organizavimą sąlygojančius veiksnius; 3. Atskleisti darbo laiko organizavimo aspektus „Europa Royale Kaunas“ viešbutyje. Darbo metodai: mokslinės literatūros analizė, anketinė apklausa. Darbo struktūra. Darbą sudaro trys dalys, kuriose siekiama įgyvendinti išsikeltus uždavinius. Pirmoje dalyje remiantis moksline literatūra aptariama darbo laiko organizavimo samprata, veiksniai, kurie sąlygoja darbo laiko organizavimą, analizuojama darbo ir poilsio laiko įtaka darbo organizavimui, taip pat darbuotojų motyvavimo poveikis bei darbo metodai. Antroje dalyje apibūdinamas tyrimų objektas, tiriamųjų kontingentas, tyrimo metodai, paaiškinamas tyrimo organizavimas, kuris buvo atliekamas „Europa Royale Kaunas“ viešbutyje bei aprašomi duomenų apdorojimo statistiniai metodai. Trečioje darbo dalyje apibendrinami tyrimo duomenys, jie lyginami su kitais jau atliktais tyrimais turizmo srityje, bei patvirtinami arba paneigiami mokslinės literatūros autorių teiginiai. Darbo apimtis – 40 puslapių. Jame yra 9 paveikslai, 4 lentelės, 2 priedai. Panaudota 50 literatūros šaltinių. Raktiniai žodžiai – darbo laikas, darbo laiko organizavimas, darbuotojai, viešbučių sektorius. Pagrindinės išvados: 1. Darbo laiko organizavimą... [toliau žr. visą tekstą] / Organization of working time of employees in „Europa Royale Kaunas“ hotel.

Made available in DSpace on 2015-04-16T14:48:44Z (GMT). No. of bitstreams: 1 arquivototal.pdf: 716871 bytes, checksum: fb5792f25e5f1f3a0d3552b2e5dd45be (MD5) Previous issue date: 2008-03-05 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / The growing competitiveness in job market of the hotel sector has been requiring from its managers a constant search for new competencies that attend the demands of its specific functions. Considering the shortage of studies in this sector about which would be these competencies or how they have been developed, it was decided to do this research with the aim of filling this detected theoretical gap. Thus, this research has the aim of identifying the existing and developing competencies considered relevant to the Management of the hotel sector of João Pessoa PB. In order to do so it was developed a study of multiple cases of three middle sized companies of the hotel sector in the mentioned city. During all work, the usage of the Resources Competencies Diagram, proposed by Ruas (2001), was chosen as theoretical reference, being the concept of Competencies subdivided in Knowledges, Abilities and Attitudes. After the bibliographical review, a field research was developed with the application of questionnaires, which had the participation of 14 managers of these organizations. It was used the theme based content analysis technique, considering four variables: 1) Profile of the Vocational Training; 2) Courses and Trainings for the Managerial Development; 3) Management Competencies; and 4) Acquisition and Development of Management Competencies. Following a quanti-qualitative approach, the data were initially analyzed by company, then it was developed a general sinthesis of them what made possible to compare them with the information obtained in the theoretical review. Among the main results obtained we find the resources of competencies mentioned as relevant, according to the perception of the managers, and according to the theoretical review developed including a total of 15 knowledges; 11 abilities; and 30 attitudes. It is concluded that the competencies identified as relevant to the hotel sector are characterized as multifunctional , they are common to different managerial posts and analyzed sectors. Among the developing competencies, two were mentioned as results both of courses offered by the organizations and of courses searched by the managers themselves, which are: knowing how to meet the customs expectations and knowing how to cultivate interpersonal relationships . Besides, the daily practice of the profession was considered the most important way of learning for the development of competencies, according to the perception of participants of the research. / A crescente competitividade no mercado de trabalho do setor hoteleiro vem exigindo dos gestores uma busca constante de novas competências que atendam as demandas de suas funções específicas. Considerando a escassez de estudos no setor em questão, sobre quais seriam estas competências gerenciais e como as mesmas vêm sendo desenvolvidas, optou-se pela realização da presente pesquisa com o intuito de suprir essa lacuna teórica detectada. Sendo assim, tal trabalho tem como objetivo identificar as competências existentes e em desenvolvimento consideradas relevantes, para a Gestão no setor hoteleiro de João Pessoa PB. Para tanto, realizou-se um estudo de casos múltiplos em três empresas de médio porte do setor hoteleiro do município mencionado. Durante todo o trabalho, optou-se pela utilização do Diagrama de Recursos de Competências, proposto por Ruas (2001), como referencial teórico, sendo o conceito de Competências subdividido em Conhecimentos, Habilidades e Atitudes. Após a revisão bibliográfica, foi realizada uma pesquisa de campo a partir da aplicação de questionários, que contou com a participação de 14 gestores dessas organizações. Para o tratamento dos dados coletados foi adotada a técnica de análise de conteúdo por temas, considerando quatro variáveis: 1) Perfil de Formação Profissional; 2) Cursos e Treinamentos para o Desenvolvimento Gerencial; 3) Competências Gerenciais; e 4) Aquisição e Desenvolvimento de Competências Gerenciais. Seguindo uma abordagem quanti-qualitativa, inicialmente os dados foram analisados por empresa, e depois foi realizada uma síntese geral destes - o que permitiu compará-los com as informações obtidas na revisão teórica. Dentre os principais resultados obtidos encontram-se os recursos de competências mencionados como relevantes, segundo a percepção dos gestores, e a partir da revisão teórica realizada - incluindo um total de 15 conhecimentos; 11 habilidades; e 30 atitudes. Concluiu-se ainda que, as competências identificadas como relevantes para o segmento hoteleiro caracterizam-se como multifuncionais , sendo comuns aos diferentes cargos gerenciais e setores analisados. Dentre as competências em desenvolvimento, duas foram mencionadas como resultantes tanto dos cursos oferecidos pelas organizações, quanto daqueles buscados pelos gestores por iniciativa própria, que são: saber atender às expectativas dos clientes e saber cultivar relacionamentos interpessoais . Além disto, a prática diária da profissão foi considerada a forma de aprendizagem mais importante para o desenvolvimento de competências, segundo a percepção dos participantes da pesquisa.

El sector hotelero en los últimos años ha ido creciendo y fortaleciendo su oferta a lo largo del país. De esta manera, según la Sociedad peruana de hoteles, el 2011 se han desarrollado 21 proyectos hoteleros con una inversión de 475.4 millones. Por otro lado, se ha dado un importante incremento en el porcentaje de turistas que se hospedan en hoteles de 4 ó 5 estrellas, en comparación con el año 2009 (2009: 39% vs. 2010: 54%), lo que estaría explicado por una mayor proporción de profesionales ejecutivos en este segmento de turistas. Por tanto, el mercado se ha hecho más competitivo y los clientes más exigentes. El conocer mejor a sus clientes y presentar una clara ventaja diferencial permitirá a estas empresas lograr posicionarse de manera solida y obtener una mayor participación de mercado. Esta tesis está orientada a ofrecer una consultoría de estrategia CRM aplicada a la hotelería y una herramienta de CRM integral diseñada para el sector hotelero, oportunidad que hemos identificado debido a que no existe una propuesta que englobe una estrategia de gestión de la relación con el cliente y un software, tomando en cuenta todos aquellos puntos de contacto con el cliente en el proceso de hotelería y hacer futuras campañas de marketing relacional. Para sustentar nuestra propuesta se realizó una encuesta a 10 de las principales cadenas hoteleras de 4 y 5 estrellas del país, y se obtuvo como información que el 80% de estas empresas no cuenta con información de sus clientes en todos los puntos de contacto, el 70% no tienen capacidad de consolidar toda la información de sus clientes en una sola base de datos centralizada, actualizada y completa. Asimismo, se reconoce que cuanta mayor información del cliente se pueda aprovechar mayores oportunidades de negocio. De acuerdo a lo señalado anteriormente, se observó el interés inicial de la cadena hotelera Inkaterra en el desarrollo de este CRM integral, convirtiéndose en nuestro primer cliente. Como empresa E-relations CRM tiene por objetivos lograr ventas anuales incrementales, iniciando el primer año con $93,500 con un incremento anual y así alcanzar ventas anuales de $737, 500 como se pronostica para el quinto año; contar con 4 clientes y obtener un 31% de rentabilidad el segundo año. Para lograrlo la propuesta del producto incluye el asesoramiento en marketing hotelero y una solución de CRM, que gracias a los módulos que incluye, permitirá reducir costos, incrementar ventas, conocer mejor a los clientes, satisfacerlos, mejorar los canales de comunicación y finalmente, fortalecer la relación cliente-hotel. El mercado objetivo de E-Relations CRM está conformado por establecimientos hoteleros de cuatro y cinco estrellas situados en las diferentes regiones del Perú. Esta elección se debe a que representan hoteles de una mayor amplitud de características y posibilidades. Asimismo, los hoteles de categoría superior son los que muestran un mayor grado de inversión tecnológica, por lo que se piensa a priori que mostrarán un mayor grado de interés por la implementación de soluciones CRM. Así también cabe resaltar que, el sector de lujo (4 y 5 estrellas) se ha incrementado en 15% el último año. Los precios de nuestros productos variarán entre $1,600 y $20,000 dependiendo si se contrata sólo consultoría o el producto solución CRM. Nuestra propuesta de precios, nos coloca en una posición interesante debido a que ingresamos con un precio atractivo al mercado. Para promover el conocimiento de nuestros productos y soluciones, se ha considerado el lanzar nuestra propuesta a través de un evento que incluya charlas sobre marketing hotelero y CRM, asesoría, mesas redondas y que congregue a los directivos de los hoteles a los cuales nos dirigimos. Adicionalmente, se usará un boletín electrónico para compartir información de interés sobre el rubro y para promocionar a E-relations CRM. Para llevar a cabo esta propuesta se ha calculado una inversión inicial de $37,700 que serán rápidamente recuperados el segundo con índice de rentabilidad de 31% , este índice se incrementa hasta un 52% en el quinto año, siendo una nuestra propuesta innovadora, interesante y rentable tanto para nuestra empresa como para el sector hotelero al cual nos dirigimos. / Tesis

La tecnología es un factor esencial pues transforma, influye y brinda grandes beneficios a la humanidad; dentro de ella destaca la inteligencia artificial, la cual en los últimos años ha sido de gran ayuda para diferentes rubros. Uno de ellos es el sector hotelero, el cual ha ido implementando en sus servicios la inteligencia artificial según las exigencias del mercado. La presente investigación se centra en determinar las consecuencias de la inteligencia artificial en el sector hotelero. Se analizará las consecuencias positivas y negativas de dicha tecnología y cómo se está implementando en la industria hotelera actualmente. El presente estudio se sustenta en la revisión de literatura de revistas científicas y tesis de grado. Asimismo, se utiliza el enfoque metodológico integrador, el cual sintetiza y examina la literatura encontrada sobre el tema a investigar para encontrar nuevas definiciones y perspectivas. Se obtuvo como hallazgo que el uso de la inteligencia artificial beneficia al sector hotelero de diferentes maneras, por ejemplo, automatizando servicios, reduciendo los tiempos y costos, entre otros. Asimismo, la mayoría de estudios se concentran en consecuencias positivas. En conclusión, la inteligencia artificial es de beneficio para el sector hotelero, ya que disminuye tiempos, reduce costos, y ayuda a obtener información valiosa para la toma de decisiones. / Technology is an essential factor because it transforms, influences, and provides great benefits to humanity; inside it, artificial intelligence stands out, which has been of great help to different areas in recent years. One of them is the hotel sector, which has been implementing artificial intelligence in its services according to market demands. This research work is focused on determining the consequences of artificial intelligence in the hotel sector. It will analyze this technology’s positive and negative aspects and how it is currently being implemented in the hotel industry. This study is based on the literature review of scientific journals and theses. Furthermore, this research uses the integrative methodological approach, which synthesizes and examines the literature to find new definitions and perspectives. In conclusion, the use of artificial intelligence benefits the hotel sector in different ways, for example, automating services, reducing time and costs, among others. In conclusion, artificial intelligence is beneficial for the hotel sector, since it reduces time, reduces costs, and helps to obtain valuable information for decision-making. / Trabajo de investigación

Выпускная квалификационная работа (магистерская диссертация) посвящена исследованию финансирования инновационных систем в гостиничном секторе Республики Башкортостан. Актуальность темы исследования определяется потребностью предприятий и всего сектора туризма в целом в постоянном обновлении и внедрении инновационных продуктов и услуг. Основной целью выпускной квалификационной работы является финансовое обоснование внедрения инновационной системы умный дом в гостиничном комплексе «Родина Deluxe». / Graduation work (master's thesis) is devoted to the study of financing innovative systems in the hotel sector of the Republic of Bashkortostan. The relevance of the research topic is determined by the need for enterprises and the entire tourism sector as a whole to constantly update and implement innovative products and services. The main goal of the final qualification work is the financial justification for the introduction of the innovative smart home system in the Rodina Deluxe hotel complex.

Este trabalho objetiva a apresentação de propostas de melhoria na gestão das informações sobre o Ambiente tendo em vista o processo estratégico e a competitividade das pequenas empresas. A revisão bibliográfica abrangeu os temas gestão das informações e pequenas empresas. Realizou-se um estudo empírico com cinco empresas do setor hoteleiro para a compreensão da prática do gerenciamento das informações e algumas características específicas delas. Foram analisadas quatro empresas de pequeno porte de Brotas-SP e uma de médio porte de Águas de São Pedro-SP. Considerando o problema da pesquisa e o objetivo que ele apresenta, o método escolhido foi o denominado "estudo comparativo de casos". Apesar de as empresas estudadas terem um "sistema de informação" adequado às suas necessidades e possibilidades, é possível aperfeiçoá-lo considerando um grau de formalização "adequado" ao tamanho delas. O conjunto de propostas tem dois objetivos: auxiliar os dirigentes na sistematização das atividades de identificação, coleta, processamento, disseminação e utilização das informações estratégicas (gestão empresarial/ individual) e refletir sobre a possibilidade de articulação dos atores institucionais - como o poder público, as instituições de fomento à pequena empresa e as universidades - a fim de melhorar o acesso dos dirigentes à informação (gestão social/coletiva). As principais recomendações se referem à reflexão e seleção mais precisa sobre os tipos de informações relevantes ao negócio, seleção das fontes a partir dos critérios de credibilidade e variedade, realização de reuniões internas com os dirigentes registrando os resultados das conversas sobre os fatores externos em atas e participação de eventos do setor, como palestras, reuniões e feiras para coletar informações externas / This dissertation presents proposals for the management improvement of information about environment having in view the strategic process and small bussiness competitiveness. An empirical study with five enterprises of the hotel sector was performed to understand the information management and the specific characteristics of small companies. Four small hotel enterprises settled in Brotas-SP and a medium-sized enterprise located in Águas de São Pedro-SP were analysed. Considering the research problem and the objective that it presents, the methodology chosen was named "comparative study of cases". Although the enterprises studied have an information system adequate to their necessities and possibilities, it is possible to improve it considering a "formalization degree adjusted" to their size. The proposals have two objectives: to help administrators to systematize the activities of identifying information necessities, collecting, processing, distributing and using strategic information (social management), and to reflect on a possible institucional actors joints such as public power and promotion institutions of small business and universities - aiming at the improvement of information access. The main recommendations regard a better reflection and election of excellent information types, election of sources considering credibility and variety criteria, meetings registering results of the colloquies about external factors in documents and participation in the sector events, such as lectures, meetings and fairs to collect external information