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Agenciamento E Transporte AGENCIAMENTO E TRANSPORTE Prof. Athos Henrique Teixeira Prof. Eddy Ervin Eltermann 2012 Copyright © UNIASSELVI 2012 Elaboração: Prof. Athos Henrique Teixeira Prof. Eddy Ervin Eltermann Revisão, Diagramação e Produção: Centro Universitário Leonardo da Vinci – UNIASSELVI Ficha catalográfica elaborada na fonte pela Biblioteca Dante Alighieri UNIASSELVI – Indaial. 388 T266a Teixeira, Athos Henrique Agenciamento e Transporte / Athos Henrique Teixeira; Eddy Ervin Eltermann. Indaial : Uniasselvi, 2012. 229 p. : il ISBN 978-85-7830-598-7 1. Transporte. I. Centro Universitário Leonardo da Vinci. Impresso por: APRESENTAÇÃO Olá, caro(a) acadêmico(a)! Esta disciplina tem o objetivo de contextualizar as atividades de agenciamento turístico e transporte turístico e relacioná-las com os demais organismos da cadeia produtiva do turismo. O mercado de agências de viagens passa por um período de profundas mudanças, que exigem uma reavaliação no que concerne à prestação de seus serviços e a relação com seus clientes. O acesso facilitado à informação por parte dos consumidores faz com que as agências forneçam serviços cada vez mais especializados, a fim de que possam competir com grandes “players” cuja estratégia competitiva baseia-se no fator menor preço e não no conceito de valor agregado, onde conhecimento, expertise, segurança e suporte fazem toda a diferença na escolha, por parte do consumidor, de um fornecedor de serviços. Diante de um cenário marcado por um consumidor mais exigente e com acesso aos recursos de pesquisa e compra on-line, é natural que o mesmo busque, por si só, desenvolver um roteiro de viagem e que adquira os serviços e produtos diretamente dos provedores, como: companhias aéreas, hotéis, serviços de receptivo etc. Este processo é chamado de “desintermediação”, que acaba por excluir as agências de viagens como fornecedoras de serviços e produtos. Porém, é fato também que a tecnologia proporciona uma grande oportunidade de novos negócios às agências. Atualmente, acompanha-se a corrida das agências de viagens à atualização tecnológica e, por consequência, visando abocanhar uma parte do e-commerce ligado aos produtos turísticos. A nova ordem econômica globalizada, o início da “era do cliente” e o desenvolvimento rápido da tecnologia da informação trazem novos desafios ao mercado turístico. Especialmente para as agências de viagens, cujas relações com os clientes devem ser muito mais próximas, gerando um alto grau de especificidades para garantir a comercialização de um serviço que ultrapasse as necessidades do cliente, atingindo o nível de extrapolação das suas expectativas. Caro(a) acadêmico(a), leia com atenção este Caderno de Estudos. O mesmo foi preparado visando apresentar as discussões mais atuais acerca do mercado de agenciamento de viagens. III Lembre-se de que o seu sucesso profissional dependerá do conhecimento adquirido e das suas habilidades de relacionamento interpessoal. Boa leitura!!! Prof. Athos Henrique Teixeira Prof. Eddy Ervin Eltermannv IV NOTA Você já me conhece das outras disciplinas? Não? É calouro? Enfim, tanto para você que está chegando agora à UNIASSELVI quanto para você que já é veterano, há novidades em nosso material. Na Educação a Distância, o livro impresso, entregue a todos os acadêmicos desde 2005, é o material base da disciplina. A partir de 2017, nossos livros estão de visual novo, com um formato mais prático, que cabe na bolsa e facilita a leitura. O conteúdo continua na íntegra, mas a estrutura interna foi aperfeiçoada com nova diagramação no texto, aproveitando ao máximo o espaço da página, o que também contribui para diminuir a extração de árvores para produção de folhas de papel, por exemplo. Assim, a UNIASSELVI, preocupando-se com o impacto de nossas ações sobre o ambiente, apresenta também este livro no formato digital. Assim, você, acadêmico, tem a possibilidade de estudá-lo com versatilidade nas telas do celular, tablet ou computador. Eu mesmo, UNI, ganhei um novo layout, você me verá frequentemente e surgirei para apresentar dicas de vídeos e outras fontes de conhecimento que complementam o assunto em questão. Todos esses ajustes foram pensados a partir de relatos que recebemos nas pesquisas institucionais sobre os materiais impressos, para que você, nossa maior prioridade, possa continuar seus estudos com um material de qualidade. Aproveito o momento para convidá-lo para um bate-papo sobre o Exame Nacional de Desempenho de Estudantes – ENADE. Bons estudos! UNI Olá acadêmico! Para melhorar a qualidade dos materiais ofertados a você e dinamizar ainda mais os seus estudos, a Uniasselvi disponibiliza materiais que possuem o código QR Code, que é um código que permite que você acesse um conteúdo interativo relacionado ao tema que você está estudando. Para utilizar essa ferramenta, acesse as lojas de aplicativos e baixe um leitor de QR Code. Depois, é só aproveitar mais essa facilidade para aprimorar seus estudos! V VI SUMÁRIO UNIDADE 1 - AS AGÊNCIAS DE VIAGENS E O MERCADO TURÍSTICO ............................ 1 TÓPICO 1 - INTRODUÇÃO AO MERCADO DE AGENCIAMENTO DE VIAGENS ............ 3 1 INTRODUÇÃO .................................................................................................................................... 3 2 CONTEXTUALIZAÇÃO DAS AGÊNCIAS NO MERCADO TURÍSTICO ............................ 4 3 CONTEXTO HISTÓRICO ................................................................................................................. 5 4 FUNÇÕES E CARACTERIZAÇÃO DAS AGÊNCIAS ................................................................. 8 4.1 FUNÇÕES ........................................................................................................................................ 8 4.2 CARACTERIZAÇÃO E TIPOLOGIA .......................................................................................... 14 5 PERSPECTIVAS DO SETOR ............................................................................................................ 20 RESUMO DO TÓPICO 1 ....................................................................................................................... 25 AUTOATIVIDADE ................................................................................................................................. 27 TÓPICO 2 - PROCESSO DE ABERTURA E OPERACIONALIZAÇÃO ....................................... 29 1 INTRODUÇÃO ..................................................................................................................................... 29 2 DESENVOLVIMENTO DA CONCEPÇÃO DO NEGÓCIO ........................................................ 29 3 ESTUDO DE MERCADO .................................................................................................................... 32 4 CONSTITUIÇÃO JURÍDICA E REGISTROS ................................................................................ 34 5 PLANEJAMENTO ECONÔMICO-FINANCEIRO ........................................................................ 41 RESUMO DO TÓPICO 2 ...................................................................................................................... 50 AUTOATIVIDADE ................................................................................................................................. 52 TÓPICO 3 - SERVIÇOS DE AGENCIAMENTO TURÍSTICO ....................................................... 53 1 INTRODUÇÃO ..................................................................................................................................... 53 2 AGÊNCIA DE VIAGENS TRADICIONAIS E SEGMENTADAS SERVIÇOS DE AGENCIAMENTO TURÍSTICO .......................................................................... 53 2.1 PERFIL DAS EMPRESAS E SEGMENTOS .................................................................................. 54 2.2 ESTRUTURA FÍSICA, OPERACIONAL E TECNOLÓGICA .................................................... 55 2.2.1 Estrutura física ........................................................................................................................ 55 2.2.2 Estrutura operacional ............................................................................................................ 56 2.2.3 Estrutura tecnológica ............................................................................................................. 61 2.2.4 Fluxograma de processos ...................................................................................................... 66 3 PERFIL PROFISSIONAL DO AGENTE DE VIAGENS ................................................................ 68 LEITURA COMPLEMENTAR ............................................................................................................... 70 RESUMO DO TÓPICO 3 ...................................................................................................................... 75 AUTOATIVIDADE ................................................................................................................................. 77 UNIDADE 2 - PLANEJAMENTO E OPERAÇÃO DE ROTEIROS E VIAGENS TURÍSTICAS .............................................................................................. 79 TÓPICO 1 - FUNDAMENTOS DOS ROTEIROS TURÍSTICOS ................................................... 81 1 INTRODUÇÃO ..................................................................................................................................... 81 2 SERVIÇOS EMISSIVOS ....................................................................................................................
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