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Cadenas globales de valor y turismo de masa en destinos alejados. Efectos de una compañía transnacional en la Amazonia
Global value chains and mass tourism in remote destinations. Effects of a transnational company in the Amazon
Cadeias globais de valor e turismo massivo em destinos remotos. Efeitos de uma empresa transnacional na Amazônia
DOI:
https://doi.org/10.15446/ma.v9n2.64713Keywords:
cadenas globales de valor, turismo, Amazonia, corporaciones transnacionales, Hoteles Decameron (es)global value chains, tourism, Amazonia, transnational corporations, Decameron Hotels (en)
cadeias globais de valor, turismo, Amazônia, corporações transnacionais, Hotéis Decameron (pt)
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El efecto de las corporaciones transnacionales de turismo ha sido estudiado generalmente en mercados maduros de larga trayectoria. En las investigaciones se detallan interesantes mecanismos dentro y fuera del mercado que son utilizados por las corporaciones para controlar la cadena de valor ejerciendo poder sobre agentes y poblaciones locales. No obstante, poca atención se ha prestado al efecto/impacto que estas corporaciones tienen en destinos remotos de regiones periféricas. Este artículo evalúa los efectos de estas compañías en el turismo en la Amazonia con base en la aplicación del enfoque de cadenas globales de valor. El poder y el control se evalúan en un estudio de caso de la cadena Hoteles Decameron y su presencia en Leticia, en la Amazonia colombiana. Las alianzas estratégicas y la integración vertical, favorecidas por políticas gubernamentales de nivel nacional, permitieron la consolidación de la cadena hotelera como la fuerza motriz del turismo en la ciudad. Con la consolidación del turismo de masas en la región se pone en entredicho la sostenibilidad del sector.
The effects of transnational tourism corporations has been study in mature markets. The analyses present important, intra and extra markets, mechanisms of control applied by the corporations over local and small enterprises in the destinations, with the aim to maintain their power along the value chain. However, less attention is devoted to the effects that transnational companies caused in remote destinations in peripheral regions. This article explore with a global value chain approach, the effects of mass tourism promoted by a transnational tourism corporation in the Colombian Amazon. That vertical integration, the strategic alliances and the support of a political context allowed the position of Decameron Hotels as the leader firm, boosting the expansion of mass tourism in the area, and questioning the sustainability of the sector.
O efeito das corporações transnacionais de turismo tem sido estudado, geralmente em aqueles mercados maduros e de larga trajetória. Nas pesquisas são apresentados interessantes mecanismos dentro e fora do mercado, utilizados pelas corporações para controlar a cadeia de valor, exercendo poder sobre agentes e populações locais. Mais, pouca atenção tem recebido o analise do efeito/impacto que essas corporações têm em destinos remotos das regiões periféricas. Este artigo avalia os efeitos de uma companhia transnacional no turismo na Amazônia baseado na aplicação do enfoque das cadeias globais de valor. O poder e o controle são aplicados ao estudo de caso da Cadeia Hotéis Decameron e sua presença na Leticia, na Amazônia colombiana. As alianças estratégicas e a integração vertical, favorecidas por políticas governamentais do nível nacional, permitiram a consolidação desta cadeia hoteleira como a forca motriz do turismo na cidade. A consolidação do turismo de massas na região põe em dúvida a sustentabilidade do sector.
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Copyright (c) 2018 Germán Ignacio Ochoa
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