Propósito - El propósito organizacional ha sido destacado como un factor esencial en la identidad y estrategia corporativa, sin embargo su aplicación en las empresas familiares del sector turístico es aún poco explorada. Esta investigación busca analizar cómo se transmite el propósito organizativo en las empresas familiares que operan en el mercado turístico.
Diseño/metodología/enfoque - Este estudio investiga cómo se transmite el propósito en estas empresas, utilizando un enfoque cualitativo, exploratorio y descriptivo. Se realizaron entrevistas en profundidad con gerentes de negocios familiares en Balneario Camboriú, Santa Catarina, y los datos fueron analizados a través del Análisis de Contenido, basado en el modelo de Rey e Bastons (2019), que considera tres dimensiones: motivación, conocimiento y acción.
Hallazgos - Los resultados revelan que la motivación de los fundadores, combinada con la claridad y práctica del propósito, fortalece la cohesión familiar y el compromiso del equipo. Las empresas cuyos directivos comprenden y comunican mejor su propósito demuestran una mayor alineación estratégica y ventaja competitiva.
Implicaciones prácticas - Los resultados de este estudio proporcionan orientaciones para que los directivos y herederos de las empresas de turismo familiar mantengan, consoliden y amplíen su rendimiento competitivo en un mercado en rápida evolución. La integración del propósito a la estrategia hotelera y la perspectiva al legado histórico de las empresas familiares como componente de la diferenciación del mercado. El objetivo de la organización también puede servir como instrumento para la gestión de conflictos y la planificación de la sucesión. Por último, se anima a los directivos a adoptar una postura reflexiva sobre la evolución del propósito en medio de los cambios del mercado.
Originalidad/ valor - El propósito organizativo ha sido destacado como un factor esencial en la identidad y estrategia corporativa, pero su aplicación en las empresas familiares del sector turístico sigue siendo poco explorada. El estudio contribuye a poner de relieve la importancia del propósito en la sucesión generacional y la consolidación de valores en las empresas de turismo familiar.
Limitaciones de la investigación - La aplicación de las entrevistas coincidió con la temporada alta en Balneario Camboriú, debido a esto, las entrevistas fueron puestas en receso. La propia aplicación del muestreo secuencial puede representar una dirección de los entrevistados a partir de sus relaciones, lo que puede conducir a un pensamiento directivo.
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La revista Turismo: Visão e Ação, vinculada al Programa de Posgrado en Turismo y Hotelería - Maestría y Doctorado, es una publicación científica en un sistema de flujo continuo, interdisciplinario y de alcance internacional. Según los criterios Qualis/CAPES (2017-2020), está clasificada como 'A3' en el área de Administración, Ciencias Contables y Turismo. Registrada con el ISSN número 1983-7151, Turismo: Visión y Acción comenzó sus actividades en 1998 con publicaciones impresas en inglés y portugués. En 2008, se transformó en una publicación en línea, con un alcance más amplio hacia el público interesado, manteniendo una política de ser una revista de acceso abierto y sin cobro de tarifas por presentación o acceso a los artículos. Turismo: Visão e Ação (TVA) se abrevia como Tur., Visão e Ação, utilizado en bibliografías, notas a pie de página, referencias y leyendas bibliográficas.
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