Transferência de conhecimento em destinos turísticos inteligentes em transformação: evidências de experiências brasileiras

Abstract

Knowledge transfer in tourism is essential for driving innovation and sustainable development; however, it faces persistent challenges such as resistance to change, a lack of formal dissemination structures, and high professional turnover. The relevance of this research stems from the existing gap in the literature regarding empirical evidence of knowledge transfer in Smart Tourism Destinations (STDs) undergoing transformation in Brazil, especially when considering the integration between urban and rural territories. In this scenario, nature-based tourism and agribusiness exhibit increasing synergy, generating economic opportunities and service diversification. This thesis, developed within the agribusiness management research line, investigates how the knowledge transfer of the Smart Tourism Destination (STD) Brazil methodology occurs during the transformation process of tourism destinations, encompassing both urban and rural contexts. The study is characterized as qualitative, explanatory, and applied research, utilizing a multiple case study strategy. The approach combines deductive perspectives, based on theoretical categories of knowledge transfer, and inductive ones, derived from empirical data. The cases of Campo Grande (MS), Curitiba (PR), Vila Velha (ES), and São Luís (MA) were analyzed. The Ministry of Tourism (MTUR) and its staff were included as strategic institutional sources to understand the macro-level of public policy and contextualize the results observed in Brazilian destinations. Data collection involved documentary research, field observation in Benidorm (Spain), and 10 semi-structured interviews, totaling 489 minutes, conducted with MTUR technicians, municipal managers, and nature tourism entrepreneurs. The analysis combined content analysis and sentiment analysis. Results reveal that the knowledge transfer of the STD Brazil methodology is multifactorial, structured, and iterative. Although adapted from the Spanish model, the Brazilian methodology incorporated specific pillars: safety, mobility and transport, promotion and marketing, and creativity; however, the development of certain pillars occurred vertically and without systematic scientific grounding. A significant gap is observed between the sender (MTUR and managers) and the receivers (especially rural entrepreneurs). Municipal managers demonstrate focus and enthusiasm, seeking institutionalization and benchmarking, while entrepreneurs express frustration due to information fragmentation, technical language, a lack of incentives, and the absence of post-training follow-up. Based on these findings, a seven-phase knowledge transfer model is proposed, mediated by a shared governance core, transforming the unilateral flow into a bilateral and continuous one. Technical and governance recommendations are presented, such as the revision of indicators, the creation of progressive training tracks, and the strengthening of MTUR’s technical capacity. It is concluded that the effectiveness of STDs in Brazil goes beyond technology, requiring permanent alignment between public policy and the needs of stakeholders within the territories.