Fonte: Journal of Tourism & Development; Vol 44 (2023); 405-419
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Resumo: The study aims to identify the innovation strategies used by small and medium-sized companies in Brazil and Colombia, in facing the Covid-19 pandemic. Data were collected through a survey, concomitantly in Brazilian and Colombian companies. Structured questionnaires were applied to 82 companies in the hotel, bar and restaurant segment. The results indicate that the innovation strategies adopted by companies to maintain the continuity of activities, in the face of the pandemic context, were communication and marketing, with advertising in digital media and implementation of the use of applications and communication tools (facebook, instagram and whatsApp), as well as process innovation, adapting the flow of operational activities and service (delivery service). On the other hand, it can be seen that the pandemic brought negative impacts on labor relations, reflecting changes in work routines and adjustments in labour contracts, including dismissal actions, wage reductions, anticipation of vacations and temporary suspension of contracts. This impact could be even more negative if the companies studied had not implemented innovation strategies. In general, there was similarity in innovation strategies between Brazilian and Colombian companies.
