ANALYSIS OF COOPERATION BETWEEN TOURISM ENTERPRISES AT ENGENHO TRIUNFO: AN APPROACH USING THE AHP METHOD

Abstract:

Tourism has sought cooperation to improve the level of service offered to customers and increase the attractiveness of value offers. However, cooperation also generates mutual dependence between participants in the different tourism segments and with tourists and institutional representatives. This research analyses the importance of collaboration in tourist services and its influence on competitiveness. The methodology used was the application of the Analytic Hierarchy Process (AHP) to evaluate the alternatives of projects at Engenho Triunfo, located in the city of Areia, in Brujo Paraibano. As a result of the hierarchy of other options, the regional sweets production service obtained the highest score. It took first place in the general ranking, followed by the cocoa/chocolate production service. These results guide organizations in the tourism sector when prioritizing their collaborative actions and efficiently directing their efforts and resources. In conclusion, regional sweets emerged as the most valued alternative, followed by the production of cocoa/chocolate and regional ice creams. These results provide valuable guidance for prioritizing investments and efforts in Engenho Triunfo's tourist services, highlighting the most promising and priority options to boost competitiveness and sustainability in the market. The research helps expand knowledge about the interaction between the actors involved and highlights the factors that drive competitiveness and sustainability.

Keywords:
Cooperation; Competitiveness; Sustainability; Tourist services, Analytic Hierarchy Process (AHP)