Connecting wine tourism and absorptive capacity: evidence in a tourism enterprise/Conectando enoturismo e capacidade absortiva: evidencias em um empreendimento turistico/Conectando enoturismo y capacidad de absorcion: evidencias en un emprendimiento turistico

• Published in: GeSec : Revista de Gestão e Secretariado 2024-10, Vol.15 (10)
• Main Authors: Noro, Claudiana Aparecida e. Silva, Padilha, Ana Claudia Machado, Zukunelli, Assis
• Format: Article
• Language: Portuguese
• Subjects: Travel industry
• ISSN: 2178-9010; 2178-9010
• DOI: 10.7769/gesec.v15i10.4356

Wine tourism is one of the sectors that has been developing in Brazil, driven by wineries located in the Serra Gaucha and other micro-regions of the state. In wine tourism, visitors have the opportunity to explore production and industrialization spaces, learning about the local culture, history, and cuisine, among other attractions. The objective of this research is to understand the process of absorptive capacity at Campestre Winery, located in the municipality of Vacaria/RS. A qualitative and exploratory research approach was taken, with data collected through a semi-structured questionnaire administered to the winery's director. Significant findings include that the directors had prior knowledge that is applied in the activities developed by the winery. Internal factors are the most influential, while external factors, such as market trends, are identified as elements that drive and enhance individual and collective absorptive capacity. It is considered that in the process of knowledge management, the demand for new knowledge unfolds into organizational learning, and reveals itself as a sine qua non condition for the success and achievement of the winery's strategies. Thus, the way management organizes the path to access such knowledge, and how people combine it, is one of the biggest challenges to management. Keywords: Absorptive Capacity. Knowledge. Competitiveness. Wine Tourism. O enoturismo e um dos setores que vem se desenvolvendo no Brasil, impulsionado pelas vinicolas localizadas na Serra Gaucha e outras microrregioes do estado. No enoturismo, o visitante tem oportunidade de visitar espacos de producao e industrializacao, conhecendo a cultura, a historia, a gastronomia local, entre outros atrativos. O objetivo da pesquisa e compreender como ocorre o processo da capacidade absortiva na Vinicola Campestre, localizada no municipio de Vacaria/RS. Realizou-se uma pesquisa com abordagem qualitativa e exploratoria, com dados coletados por meio de roteiro semiestruturado aplicado ao diretor da vinicola. Como resultados significativos, destaca-se que os diretores possuiam conhecimento previo que sao aplicados nas atividades desenvolvidas pela vinicola, sendo os fatores internos os que mais influenciam, e os fatores externos, como as tendencias do mercado, sao identificados como elementos que impulsionam e incrementam a capacidade absortiva individual e coletiva. Considera-se que no processo de gestao do conhecimento, a demanda por novos conhecimentos se