Gestão estratégia na indústria de semijoias em Juazeiro do Norte – CE e sua sinergia com o turismo

• Ano de defesa: 2018
• Autor(a) principal: Calazans, André de Almeida
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Estadual do Ceará
• Palavras-chave em Português: Turismo - Juazeiro do Norte
• Link de acesso: https://siduece.uece.br/siduece/trabalhoAcademicoPublico.jsf?id=88272

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No viés estratégico e turístico, essa dissertação tem como objetivo geral analisar a indústria de semijoias de Juazeiro do Norte e sua sinergia com o turismo, a fim de promover não apenas essa indústria, mas a atividade turística em si na cidade. Como objetivos específicos, buscou-se identificar a estrutura da indústria de semijoias em Juazeiro do Norte, descrever o posicionamento estratégico de<span style="mso-spacerun:yes">&nbsp; </span>mercado nessa indústria através da análise SWOT e propor ações vinculadas ao turismo para a promoção não apenas dessa indústria, mas do turismo em Juazeiro do Norte. Realizou-se uma pesquisa de campo de caráter exploratório-descritivo de cunho histórico-estrutural, que utilizou entrevistas estruturadas por amostragem intencional para a coleta de dados. Os dados da pesquisa revelaram que a indústria, embora seja destaque nacional, é refém do mercado e necessita de mais cooperação entre seus agentes, de mais participação e incentivo estatal e de inovação para superar seus desafios e alcançar novos mercados consumidores. Com as entrevistas, foi possível, a partir da identificação dos fatores estratégicos internos e externos da análise SWOT dessa indústria, propor ações vinculadas à atração de turistas e superação da concorrência pela utilização da moda e do design com padrões regionais, pela criação de um museu e de uma rota turística da joia e semijoia em Juazeiro do Norte e pela criação de um selo de qualidade das semijoias produzidas nesta cidade. Conclui-se que um trabalho em rede de inovação, que envolva ações estratégicas da indústria de semijoias de Juazeiro do Norte, e uma maior participação setorial e participação governamental com o turismo promoveriam não apenas essa indústria, <span style="letter-spacing: -.1pt">mas </span>todo o trade turístico na<span style="letter-spacing:-.1pt"> </span>cidade.&nbsp;<b style="font-size: 10pt;"><span style="font-size:12.0pt;mso-bidi-font-size: 11.0pt">Palavras-chave: </span></b><span style="font-size: 12pt;">Semijoia. 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