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NETWORK OF TOURISM OBSERVATORIES TOWARD TOURISM INTELLIGENCE : THE CASE OF BRAZIL

This research analyzes the Brazilian Network of Tourism Observatories as a mainspring to support the understanding of the tourism activity in the country, as well as the creation of smart destination. From the literature review and the application of questionnaires to the observatories, this study was developed, using NVivo software for data analysis. The method is part of an applied research with field research that was carried out in the year 2019. In the period under analysis, the Brazilian Network of Observatories was formed by 26 active stakeholders. It is well known that the set of knowledge generated by tourism observatories in Brazil, has contributed to tourist territories being able to implement smart and target strategies for the real need of tourist demand. The data collected indicates that the research developed by the observatories of the Brazilian network is important and valid information for public and private D.F. Alvares; S.R. Dos Santos; A.R.C. Perinotto 141 Enlightening Tourism. A Pathmaking Journal, Vol. 10, No 2 (2020), pp.140-178 ISSN 2174-548X managers, and can also implement actions that increase the quality of the tourist offer, as well as the experience of the visitor to Brazil. In this way, it is essential to deepen and broaden the understanding on the impact and relevance of tourism observatories toward tourism intelligence development.


INTRODUCTION
To understand the management and strategic complexity of tourism is necessary, first, to understand the concept of tourism destination (Pearce, 2014) that is in constant evolution and it is related to the place where the tourism activity happens and it is consumed (Saraniemi & Kylanen, 2011). Crouch (2011) andGnoth (2007) affirm that the tourism destination is a set of cultural, social and economic aspects in a logic of consumption and experienced connected and linked to complex process of production that depends on the tourism destination wherever is, in a community, region or country.
It is necessary to understand that beyond its complexity (Morin, 2006), it is adaptive because it is open to interventions of the external environment (Capra, 2002) since it is composed by several parts (tourist resources, people, transportation, image, mark, equipment and touristic infrastructure, for instance) attached to a "nonlinear fashion", because it forms components of a adapted system to a certain "event" (Barrado, 2004).
Because of its permanent evolution, the tourism destination is understood as an extreme result of tourism development while a geo-spatial, social-cultural and globaleconomic phenomenon, as well as the result of the progress of the development of the theory of tourism (Jovicic, 2016). This way, to follow up, to comprehend, to access, to measure and to analyze (our emphasis) the tourism destination, it is necessary to create Tourism Observatories that, according to Luque Gil, Zayas Fernandez & Caro Herrero (2015), are comprehensive and analytical tools of a determinate territory, which is set as a data base with several contents and that is converted into tools to observation and management of complex touristic process.
Enlightening Tourism. A Pathmaking Journal, Vol. 10, No 2 (2020), pp.140-178 ISSN 2174 In this framework, the Tourism Observatories work as an smart organism of support to states and cities and also an smart decision maker trade (Blasco & Cuevas, 2013) in a way to contribute to the evolution of tourism destination, that according to Buhalis (2015), Blanco (2015), Rossi Jimenez et al. (2017), enlighten that face of the complexity of the tourism destination, imply the necessity to measure its evolution, that will require from managers, specific strategic approaches, adequate methodologies and also, amplitude range and profundity on the existent indicators, that will contribute to a new paradigm of smart destinations (SD). Yet, Lopez de Avila (2015) defines smart tourism destination as an innovative tourism destination, built on an infrastructure of state-of-the-art technology guaranteeing the sustainable development of tourist areas, accessible to everyone, which facilitates the visitor's interaction with and integration into his or her surroundings, increases the quality of the experience at the destination, and improves residents' quality of life.
Understanding such aspects, this paper aims on studies and analysis of the Brazilian Network of Tourism Observatories as an assumption to support the public and private sectors, and also to contribute to the development of smart destinations (SD) as established by Gretzel (2018), the aim is the regional tourism smartness and not just individual SD. The paper also intends to evaluate the difficulties and obstacles encountered by the network stakeholders, which concerns: (i) the interlocution between methodologies; (ii) access to data; (iii) the formation of time series; (iv) the dissemination and systematization of information and (v) the transformation of knowledge into strategic market smartness.
The Brazilian Network of Tourism Observatories, coming from different states with balanced macro-regional representation in the South, Midwest, and Southeast regions of Brazil, but also with important focus also on Brazilian Northeast and with some observatories in the north of the country. This Network started to be created in 2016 and currently starts to consolidate itself as a network.
The paper is structured as follows. Initially, it is presented the theoretical revision has focused on "smart destination" and "tourism observatories" followed by the methodology. Then, the results of the research are presented, followed by the discussion and the proposed conceptual framework for "Network of tourism Enlightening Tourism. A Pathmaking Journal, Vol. 10, No 2 (2020), pp.140-178 ISSN 2174-548X observatories toward tourism intelligence". Lastly, final considerations and recommendations for future studies are presented.

2.1) SMART DESTINATION
The concept of smart destinations has its origin in smart cities that is related to geographical limits, target audience and interaction with visitors. Cities take into account competitiveness, human and social capital, participation, mobility, natural resources and life quality. So, smart city uses technology to provide efficiently urban services, improve people's life quality and transform the relationship between local entities, companies, and citizens, providing a new way of living in the city. Something similar is that smart cities and smart destination are a knowledge-based territory. But, still there is no consensus on the concept of smart city or the minimum elements that must exist in a city to be considered "smart".
But, in tourism, we bring the conception mentioned in the manual of smart The smart tourism can not only maximize the use of tourism resources, but also manage tourist cities and tourism destinations, maintain tourist attractions and improve quality of life, expand and qualify communication between tourists and residents, between the tourist trade and public organizations (Gretzel, Werthner, Koo & Lamsfus, 2015). (2013) and Santos & Pinheiro (2019) highlight that there are national and international efforts to monitor tourism information, in several platforms, among which, the online one that store comments, images, hash tags, and others, where these data are valid to understand the reputation of a certain tourism destination or project (Cerqueira & Silva, 2011;Del Fresno Garcia, 2011;2012). Furthermore, it is used other databases as governor's official indicators, and research on tourism among others.

Researches of Blasco Franch & Cuevas Contreras
For this reason, tourism managers must see and monitor these experiences and visitors' expectations, by specific methodologies, as well as to anticipate unexpected events that may threat the evolution of the life cycle of a certain tourism destination (Butler, 1980;Fombrun & Rindova, 1998 (Ardito et al., 2019).
For these Smart Destinations, the Tourism Observatories should have a prior function of management, because to fulfill these increasing demands, it is fundamental to be based on real, integrated, and organized information of a certain environment.

2.2) TOURISM OBSERVATORIES
To reach the maturity of a tourism destination it is necessary to permanently search for information that help managers (public and private) to develop smart strategies that may meet tourists demands and mainly to overcome their expectations during the trip. To accomplish this, it is necessary to understand the tourism observatories as institutions to store databank from different means that will be shared with a tourism production chain, to be constantly lined to the market trends. importance of tourism as a main activity, related to a database structure and maintenance that allow systematic and regular measurement and analysis of tourism activity.
Thus, it is highlighted some advantages of the research in tourism from observatories, based on the Agencia Aysen (2009) In other words, from tourism observatories, it is possible that destination may have more real and smart conditions to be in the market in the moment of consolidation (Butler, 1980), reinventing themselves according to concrete data, based on society needs, trades and demands. with 14 answers, which represents 53.8% of the studied universe.

METHODOLOGY
The data collected were analyzed and tabulated quantitatively and qualitatively, as follows, taking into consideration that they represent the scenario and the opinion of more than half of the active observatories, which is significant in qualitative analysis. The NVivo software was used to support the analysis.
The information collected was analyzed using Bardin's content analysis procedure, which is configured in a set of communication analysis techniques that aims to obtain, by systematic procedures, indicators that allow the deduction of knowledge related to the conditions of production and reception of these messages (Bardin, 2011). According to Bardin, content analysis is a set of communication analysis techniques aimed at obtaining, through systematic and objective procedures for describing the content of messages, indicators that allow the inference of knowledge related to the production/reception conditions (inferred variables) of these messages (Bardin, 2011 It is identified that some observatories conduct a larger number of researches than others, and only demand surveys and specific events are similar to the most respondents. The concept of the network (Balestrin & Verschoore, 2008) is to integrate the ideas, methods and techniques (our emphasis), as well as the definition of necessary researches that guide both states and municipalities, as well as the nation to understand the tourism activity territorially.
Therefore, it is necessary that the tourism observatory network promote dialogues and meetings aiming on integrating the thoughts, appropriately directing the priority researches in Brazil, attend each local peculiarity. "A tourism observatory has among its objectives, monitoring, observation, collect, treatment, analysis, generation and monitoring of systematic and standardized data and information on tourism activity at different regional, state and municipal administrative levels. It is an institutional resource that allows the monitoring of tourism performance in a certain administrative level, contributing to the sustainable planning of the activity to enhance tourism as an option for economic development" (Brasil, 2018, p. 83).
Not even all Brazilian states have a tourism observatory or any sector, department or center that conducts periodic surveys (Brasil, 2018). This causes information gaps needed to guide public tourism policies mainly to lead Brazil to become a smart tourism destination. In this context, it is emphasized that information is one of the main pillars that support the development of smart tourism in a territory.
Thus, it is necessary to understand that data collection in tourism provide awareness of tourists needs and direct strategies to become smarts as well as to monitor the profile of visitors and world trends ( (ii) establishment of quality parameters; (iii) the concern about the reliability of results; and (iv) the relevance of the observatories' collective work, as well as the creation of collective solutions. There is also a concern about regional as well as national and regional analyzes.
It is emphasized that in some responses it was observed that the standardization of methodologies may contribute to the facilitation of action plan, that is to say, the responding observatories have already pointed important trends related to the application of knowledge. It can be inferred that researches produced with standardized methodologies allow having a more adequate planning to actions to be taken in tourism destinations. At a national level, it can also be inferred that the standardization of tourism methodologies could be an asset that would contribute for a more effective planning of the activity in the country, since the research produced would be more reliable.
When asked if the data produced by the observatories are used to generate public policies, about 93% responded yes and about 7% no. In Figure 1 we can see how observatories believe these data are used for this purpose. Most observatories emphasized that the data generated support decisionmaking by public managers (this being one of the precepts of smart tourism destination) (Vera Rebollo & Ivars- Baidal, 2014Buhalis, 2015. Another relevant aspect is that these data can be used to guide strategic actions. A relevant example is one of the observatories established that "the numbers are always important to guide actions, in our case, for example, it has captured new flights, bringing improvements regarding the route network and access to markets". Besides the contribution to the generation of public policies, the data produced by the observatories are used (i) to direct public and private investments; (ii) economic feasibility studies for public-private cooperation projects in the tourism sector; (iii) correct event management failures as well as other general weaknesses in destination tourism management; (iv) strategically direct tourism promotion; and (v) format new tourism products and services.
Regarding the use of data produced by the observatories for the tourist trade, 78.6% believe they use it, while 21.4% believe they do not use it. Regarding the way these data are used, it is important to note that observatory representatives generally believe that the trade still uses these data incipiently. Uses for decision making; in targeting investments; in preparing fundraising application dossiers; in the planning and acquisition of financing in projects related to tourism activity; and monitoring visitor profile. They also point out the difficulty of obtaining data from the trade itself.  There are two important questions to be highlighted: the first one is a statement from one of the respondents: "The Network is unbalanced; each Observatory has its own origin (university, government, etc.) and it is therefore linked to political issues." And the second one is: "the lack of resources is also something to be taken into account, but I believe that one of the Network's proposals is precisely to reduce costs and rework over the team workers." It was observed in the first statement, a concern about the interference of political issues on the observatories, and that can really impact them and the development / continuity of the researches. Still regarding this statement, the respondent emphasizes the unbalanced observatories due to their origin. About this concern, we consider whether these different origins could be responsible for the When they were asked if the Brazilian Tourism Observatory Network is a smart strategy for the competitiveness of Brazilian tourism, 93% said yes and 7% said no.
The way that the Network contributes to the competitiveness established by the respondents is showed below in Figure 2, represented by the most mentioned words according to the respondents, which are: information, data, measurement, monitoring, strategies, decision, efficient, and understanding. and privately, as well as to the strategic positioning of the market as an international destination.
As pointed out by Lopez de Avila (2015) a smart destination is composed mainly of information and data, the initial bases of the knowledge management concept that give support to tourism managers to be able to direct strategies.
Therefore, some Observatories in Brazil highlighted that one of the main items of production is basic information about tourism in the country, and this is the main support for these Observatories, becoming a reference in the production of tourist information in the destination where it is.   (2020) Thus, it is identified a balance in the answers (positive and negative) above, regarding the Federal Government guidelines to understand the importance of tourism observatories. In addition to the summary presented, the opinion of one representative of an observatory must be highlighted: "... the support and encouragement of those who are already part of the Network (the states and municipalities) is more important than the Federal Government. Since we take ownership of our own, make ourselves 'feel at home', feel 'important' (in a good way) is something that should be felt by the participants rather than having a federal financial support". Summing up, there is concern about the empowerment of Network members rather than the financial issue. According to Friedmann (1992) the empowerment approach places the emphasis on autonomy in community decision making, local self-reliance, direct democracy and social learning and the empowerment process is essential for strengthening the Network.

Conducting researches in Brazil is complex issue, especially in tourism.
Because this is not a prior policy in the country and in many states, investments are low and mainly directed to tourism promotion. However, with the support of universities this scenario tends to change, since there are resources directed to researches that support the accomplishment of such action.
The increasing number of tourism postgraduate programs at masters and doctorate level in Brazil has contributed to the enhancement of scientific production and information regarding the tourist territories. The idea is to collect this knowledge produced in a platform that may serve as basis for Research Centers, Observatories, and other agencies to have quick, efficient, and qualify access.

Brazil is still a pioneer in this aspect of tourist intelligence, including what
Gretzel (2018) advocates as regional tourism intelligence, where it is assumed that data collection is at the local / regional level and then creates a wider network at the Respondent's awareness shows a set of several action options to transform destination into Smart Destinations. In fact, the understanding is fundamental, especially regarding issues of data consolidation, analysis, and connected indicators.
However, little emphasis was given to online debate, data from other industries, or even a network connected from online software, platforms or even applications. promotes visitor interaction and integration with the environment and improves the quality of their experience in the destination.
Thus, the responses consolidate the idea of the importance of research, data and connections, approaching what is expected of a smart destination, but the actions of innovation and technology are not so explained, developed or even in idea of those responsible by the Tourism Observatories.
Finally, it was asked if they believed that the Brazilian Network of Tourism Observatories could contribute to the implementation of policies and strategies in favor of SD, and 93% said yes and 7% no. As for the compilation of strategic information for the correct positioning of Brazil as a smart destination, the most mentioned words were information, development, data, decision, and creation ( Figure 4). Destination and competitiveness are linked to the concept of innovation, as pointed by Butler (1980) about life cycle of the destination, in which by getting to the stage of resignification, it is fundamental that the innovation is present, so this destination can be reinvented and constantly growing, as identified in Figure 4, Observatory respondents believe that to be an SD there is a mix of terms such as information and data (most prominent) that support the development, decision, creation and action. That means, to be an SD, the production of knowledge carried out by the Observatories supports a destination to reach the level of smart.
The elaboration of tourism public policies is based on primary and secondary data produced by various institutions. Therefore, with the existence of tourism observatories, there are several specific information that will strategically guide states and cities to lead their policies to the local reality, achieving more precisely the interests of visitors and residents.
Thus, the Observatories show themselves as a point of connection and interaction between research, and innovation. The interaction among members, allows this smartness of destinations to group data, not only through e-mails, sectorial working groups but others means. So, the increase of reference connected and analyzed data, may be better for the diagnoses and prognoses of a smart destination, helping sectors, researchers of the area and the society itself.

DISCUSSION OF RESULTS
Analyzing the responses sent by the observatory representatives to the online  Souza & Mollo (2009), it is believed that the tourism observatory will allow a form of information organization for the planning and monitoring of tourism in a participatory manner, using strategic methodologies through different perspectives.
Thus (Ham, Koo & Chung, 2019) Based on the literature review and the research carried out, the conceptual framework "Network of tourism observatories toward tourism intelligence" is proposed ( figure 5). The tourism observatories have the function of capturing data and information from internal and external environments (tangible and intangible), bringing these together for the development and creation of knowledge that can contribute to support smart destination. In this context, the concept of smartness refers to the possibility to make something reducing its costs, its time, and its external (social and environmental) impact. At the same time, smartness refers to the ability to make a process in a more profitable way improving its social and economic positive impacts and externalities (Caputo et al., 2017). In other words, the data is worked to guide public and private managers in the development of public policies and strategies that can positively impact the tourism destination.
This knowledge produced is maintained by each tourism observatory. However, the creation of the Network of Tourism Observatories comes with the aim of bringing together the local knowledge, so that a "national mirror" is created about typologies, profiles, products, and services of the national destination. The integration of knowledge from the cooperation between the tourism observatories becomes what we call wisdom to generate a more accurate, efficient and effective impact on: interlocution of methodologies, open access to data, formation of time series, systematization of information that will support the elaboration of public policies and smart strategies, as well as backing the tourism trade decision. So, the network of tourism observatories prepares the destination to be smart based on strategic market intelligence, toward a regional tourism intelligence, like as established by Gretzel Observatories is to understand the necessary to have a integration of the researches to support the public policies, decisions and intelligent strategic, also the Tourism Ministry must look the Brazilian Network of Tourism Observatories as an important and official organization that will help the Brazilian destination became smart.

CONCLUSIONS
From the highlighted results it is possible to conclude that there is a lack of methodological standardization for conducting research, among them, the basic ones, such as tourism demand. Some observatories develop their research methodologies, others follow models from the Ministry of Tourism, and some adapt methodologies from other sources, which in terms of technical planning makes it difficult to compare and analyze data at regional/national level.
The non-continuity or periodicity of research is still a barrier for the Observatories, which depend mostly on public resources and with the discontinuity of management and with the alternation of government there is impact on research, studies and projects, impacting the creation of historical series.
Few are those who have their own website or page on social networks, which also hinders the dissemination of results. In terms of networking, it would be interesting to have a single website that can be updated with surveys of network members, making it possible to share information easily and understandably.
From the moment the proposal to create a network of tourism researchers that integrates universities, industry, public agencies and other institutions relevant to tourism it was discussed about possible obstacles to the development of this idea, such as the lack of resources to carry out the activities of the network and the small Enlightening Tourism. A Pathmaking Journal, Vol. 10, No 2 (2020), pp.140-178 ISSN 2174-548X staff of the institutions, which would overload professionals and discourage them from continuing the work.
Regarding the Observatory's human capital, none of the members of the network has professionals exclusively dedicated to it, which makes it difficult to conduct the work. In addition, the Observatory network started through the researchers' personal contacts, which initially constituted an informal network of people.
The current institutions that have met to exchange information and propose actions, should hold more continuous meetings, including the use new technologies A challenge faced in Brazil by tourism public managers, as well as private entrepreneurs, is the transformation of tourism data into strategic market intelligence.
Then, the observatories have a great complaint that contributes to the process beyond the creation of data, the transformation of this data into knowledge and support the transformation of this knowledge into strategic market intelligence. And in this sense, the observatories have the potential to contribute to the creation of Enlightening Tourism. A Pathmaking Journal, Vol. 10, No 2 (2020), pp.140-178 ISSN 2174-548X regional tourism intelligence, and some observatories in the countryside have been operating in a regional level.
Therefore, this research offers meaning as basic research material added the conceptual framework that can be used to determine how tourism observatories could collaborate and contribute to high-performance tourism.
Thus, future research considers a more diverse factors than those used in current work, such as making comparisons with other destinations in the world that have tourism observatories networks.
And it is also important, as the technology of intelligent tourism is applied differently according to the attributes of destinations and is being passed on to other members of the observatories network, it is necessary to study the relationship between the attributes of smart technology tourism and destination attributes to understand how a network of observatories can build an expanded smart destination.