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Hospitality in Events – Study of Multiple Cases: Vai-Vai Samba School, Campus Party and Fashion Cruise

2018; UNIVERSIDADE DE CAXIAS DO SUL; Volume: 10; Issue: 3 Linguagem: Inglês

10.18226/21789061.v10i3p578

2178-9061

Carla Kiyokawa Wolff, Elizabeth Kyoko Wada,

Sport and Mega-Event Impacts

This research proposed a discussion about the competitiveness of the city, using as a tool the hospitality and the creative economy in big events, with the general objective of understanding hospitality relations among stakeholders in events that promote the creative economy in the city of São Paulo.For this investigation the multiple case study was used according to the protocol proposed by Yin ( 2005), orienting the strategy in the use of semi-structured interviews, participant observation and technical visits.For the data treatment, the categorical analysis technique was used (Bardin, 2011), where three distinct events that promote the valorization of the set of activities related to creativity served as a basis for this research: (1) Carnival of the Vai-Vai Samba School; (2) Campus Party; and (3) Fashion Cruise.With the results obtained, it was possible to conclude that the competitiveness of the city of São Paulo is strengthened by the hospitality relations and the creative economy present at the events, generating new experiences for visitors, although it does not depend only these factors.