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Previous issue date: 2018-01-30 === ? propor??o que o setor tur?stico incorpora tecnologias reconfigurando a distribui??o e utiliza??o de produtos e servi?os, a Tecnologia da Informa??o e Comunica??o (TIC) passa a ser um tema de investiga??o no turismo tendo em vista tais transforma??es no setor. Ao observarmos os estudos que discutem sobre a ado??o da tecnologia por operadoras de turismo, esses est?o centrados em identificar a diversidade ou os fatores que diferenciam as organiza??es e seus padr?es das demais em rela??o ? ado??o da tecnologia. A teoria institucional estabelece uma vis?o macro de mudan?a estrutural, definida como isomorfismo nas organiza??es. O objetivo geral do estudo ? analisar como essa press?o isom?rfica, a partir da teoria institucional, est? presente nos hot?is de Natal/RN na ado??o de tecnologias de informa??o e comunica??o. Para isso, a pesquisa realizou entrevista com 20 empreendimentos da rede hoteleira na cidade. O instrumento de coleta foi composto por um roteiro semiestruturado, o qual fora aplicado de forma presencial durante o per?odo de setembro a novembro de 2017. Para aprecia??o dos dados foi utilizada a t?cnica de an?lise de conte?do, contando com o aux?lio da utiliza??o do Software de an?lises qualitativas e mistas Nvivo, em sua vers?o 11.0. A aprecia??o dos dados mostra que o ambiente organizacional fornece press?o em como a tecnologia vem sendo adotada nesses estabelecimentos. Ficou evidenciado que os hoteleiros buscam adotar tecnologia para parecerem leg?timos perante o mercado, principalmente entre os consumidores. Para isso adotam padr?es, imitam a concorr?ncia, e buscam serem bem avaliados no ambiente virtual em sites como TripAdvisor, Booking, Decolar, entre outros, para que desse modo sejam aceitos pelo campo em que operam e prolonguem sua sobreviv?ncia no mercado. Conclui-se que o isomorfismo institucional est? presente na ado??o de tecnologia no setor hoteleiro analisado e que, a partir da pesquisa, ? poss?vel obter uma perspectiva de como essas for?as atuam nas organiza??es. === As the tourism sector incorporates technologies reconfiguring the distribution and use of products and services, Information and Communication Technology (ICT) becomes a subject of tourism research in view of such transformations in the sector. When looking at the studies that discuss the adoption of technology by tourism operators, these are focused on identifying the diversity or factors that differentiate organizations and their patterns from others in relation to the adoption of technology. Institutional theory establishes a macro view of structural change, defined as isomorphism in organizations. The general objective of the study is to analyze how this isomorphic pressure, based on institutional theory, is present in Natal / RN hotels in the adoption of information and communication technologies. For this, the research conducted interviews with 20 hotels in the city. The data collection instrument consisted of a semi-structured script, which was applied in person during the period from September to November 2017. For the evaluation of the data, the content analysis technique was used, with the use of the qualitative and mixed analyzes Software Nvivo, in its version 11.0. The results shows that the organizational environment provides pressure on how technology has been adopted in these establishments. It was evidenced that hoteliers adopt technology to appear legitimate to the market, especially among consumers. For this they adopt standards, imitate the competition, and seek to be well evaluated in the virtual environment in sites like TripAdvisor, Booking, Decolar, among others, so that they are accepted by the field in which they operate and prolong their survival in the market. It is concluded that the institutional isomorphism is present in the adoption of technology in the analyzed hotel sector, from the research, it is possible to obtain a perspective of how these forces act in the organizations.
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