Value chain of mega events: a case study of an agricultural trade fair

Event tourism is definitely consolidated as one of the ramifications of tourism that most contributes to the economic development of the localities where it is held. In Brazil, the practice of mega events boosts the segment and leverages the local services sector. However, to meet the expectations of its organizers, some processes need to be introduced properly. The value chain appears as an indispensable tool in their achievement. This paper aims to analyze the Business, Agriculture and Livestock Fair of the Western Border - Fenaoeste, held in the municipality of São Borja, Rio Grande do Sul state, Brazil, taking as a basis the Porterian value chain with an adaptation of its primary and support activities with the services lenses. This case study uses a qualitative and exploratory methodology. Based on interviews with experts and on the specific literature, it presents strategic points and issues for the competiveness of mega events, where the aspects related to the information technology used and the involvement of internal and external customers have intense influence. For the improvement of activities in the search for competitive advantage, it suggests a more intensive use of information technology, especially in the post-event phase, where there is a greater need for human interaction with customers, who are co-producers to obtain knowledge about these stakeholders. To this end, it is necessary to coordinate the aspects of intangibility, perishability, and simultaneity with attention to issues such as training, disclosure of the event, recruitment risks, management systems, and outsourcing of employees (with caution in relation to the strategic ones) to promote key products of the events: service quality, customer experience, and show. The university can assist in this development. Although this research is not of conclusive nature, some relevant reflections on the value chain of mega events are presented along with proposals for future research.

Tourism; Services; Primary activity; Support activity