Um estudo sobre os impactos socioeconômicos no mercado de shopping centers no Brasil (2009 a 2019) e a importância da hospitalidade como vantagem competitiva no fortalecimento desse setor

Abstract

The shopping malls market has shown significant growth and consolidation in Brazil. Added to this, there was a change in the representation of the consumer in these enterprises, for which the way of positioning, creating and maintaining relationships are fundamental factors to reestablish ties with their audiences. In this context, hospitality is key, providing customers of this sector with innovative experiences. In view of the above, this article describes and analyzes the socioeconomic impacts on the shopping mall market in Brazil between the years 2009 to 2019, relating it to the concepts and practices of hospitality as a competitive advantage in strengthening this sector. To reach the proposed objectives, the qualitative-quantitative exploratory methodological procedure was used, through bibliographic survey in books, articles, theses and dissertations, in addition to the documentary collection of reports by the Brazilian Association of Shopping Centers (ABRASCE). Furthermore, the author's perceptions will be analyzed, in the face of a benchmarking work on some shopping malls in Rio de Janeiro in 2018, understanding the phenomenon of hospitality in the spaces of these ventures. When observing all these aspects it is undeniable, through the obtained results, that hospitality and hospitable characteristics appear as important factors for the shopping mall market, especially in the host-client relationship.