Incerteza ambiental, capacidade turística e diferenciação no setor vitivinícola brasileiro

Abstract

The objective of this dissertation was to correlate environmental uncertainty (complexity and dynamism), dynamic capacities (tourism) and differentiation in wine companies in Brazil. The type of research used was quantitative, and the strategy developed was a survey. The universe comprised all the wineries in Brazil linked to representative entities, obtaining an intentional sample of 123 companies, being from different Brazilian states, representing Rio Grande do Sul, Santa Catarina, São Paulo, Paraná, Pernambuco and Bahia. For the analysis of the data, at first, we used the confirmatory factorial analysis, seeking to verify how well the variables measured the construct. Then, the structural equation modeling was performed to test formulated hypotheses. It was identified that both the complexity and the dynamism of the environment influence the tourist capacity. It was possible to identify that the tourist capacity influences the differentiation in these companies, as demonstrated by the practices of the wineries in the search for products and processes that generate results superior to the current ones. As a suggestion for future work, it is suggested to analyze the relationship between tourism capacity directly and performance, as well as the comparison with other regions and countries.