Objetivo: O presente trabalho buscou investigar se a competitividade é afetada com o uso de práticas e programas sustentáveis, concluindo que sim, ambos podem caminhar juntos, fortalecendo a organização e mostrando ser um diferencial competitivo. Tendo como fundamento as preocupações sobre sustentabilidade versus competitividade na área do setor náutico, definiu-se o seguinte problema de pesquisa: de que maneira a sustentabilidade e a competitividade podem caminhar no mesmo sentido em uma organização do segmento náutico? Com base nessa questão, definiu-se como objetivo geral identificar os critérios tangíveis e intangíveis da sustentabilidade e competitividade na percepção dos stakeholders de uma organização do segmento náutico. Metodologia/abordagem: Foi usada a abordagem quantitativa para a mensuração dos dados, variáveis predeterminadas, análise e interpretação dos dados. Com o foco para a interpretação dos dados da pesquisa e sua análise, estabelecendo através questionário de perguntas fechadas, com intenção de recolher respostas claras e facilitar o entendimento da população pesquisada. Originalidade/Relevância: A aplicação de práticas sustentáveis atua como fonte motivadora da competitividade em uma organização do segmento náutico; todos os envolvidos têm consciência que a sustentabilidade é tão importante quanto a competitividade; e as práticas sustentáveis desenvolvidas têm impacto positivo proporcional na responsabilidade dos envolvidos em suas residências.  Principais conclusões: A organização tem consciência que a sustentabilidade é tão importante quanto a competitividade. E, portanto, que as práticas sustentáveis desenvolvidas na organização náutica têm impacto positivo proporcional na responsabilidade dos envolvidos dentro de suas residências, sendo as hipóteses provadas verdadeiras pelos resultados obtidos. Contribuições teóricas/metodológicas: Esta correlação entre sustentabilidade e competitividade é bem aceita pelos stakeholders, sendo vista a junção de ambas como fundamental para um bom andamento de todos os trabalhos e programas ambientais, e podendo ser considerada um diferencial da organização náutica. E tanto os aspectos tangíveis como os intangíveis são perceptíveis para todos os envolvidos, que buscam participar dos programas ambientais, agregando valor ao nome da organização náutica e aos que buscam difundir essas práticas sustentáveis conjuntamente.

<p><strong>Purpose: </strong>To develop strategies that enable bars and restaurants to improve their relationship marketing with their consumers using digital media as auxiliary tools. <strong>Method: </strong>This is an applied research, with a problem approach configured as quantitative, whose objectives present a descriptive character, having as technical procedures the survey, it was conceived non-probabilistic sampling by convenience. <strong>Originality/Relevance: </strong>Makes visible the possibility of measuring and understanding the desires and expectations of consumers in relation to the target companies, which in turn can provide a scientific bias to the fulfilment of certain market demands, as in the case of the formulation of relationship marketing strategies directed to the expectations and desires of the consumer public. <strong>Results: </strong>The sample researched has a greater appreciation for the bars and restaurants that are present in the digital media and that, mainly, relate to their customers through them; still, it was observed the importance of good reviews linked to the bars and restaurants in the consumers' perspective; and lastly, it was noted the predisposition of consumers about the use of the social networks Instagram and WhatsApp. Finally, from the strategies developed, it was realized the too much relevance of performing relationship marketing based on the tastes and preferences of the one whose attention you want to get.</p><p> </p><p><strong>JEL:</strong> M30; M13</p><p> </p><p><strong> Article visualizations:</strong></p><p><img src="/-counters-/soc/0023/a.php" alt="Hit counter" /></p>

Objective: This paper sought to investigate whether competitiveness is affected by the use of sustainable practices and programs, concluding that yes, both can go together, strengthening the organization and proving to be a competitive differential. Based on the concerns about sustainability versus competitiveness in the nautical sector, the following research problem was defined: in what way can sustainability and competitiveness move in the same direction in an organization in the nautical segment? Based on this question, the general objective was defined as identifying the tangible and intangible criteria of sustainability and competitiveness in the perception of the stakeholders of an organization in the nautical segment. Methodology/approach: The quantitative approach was used for data measurement, predetermined variables, data analysis and interpretation. With the focus on the interpretation of the research data and its analysis, establishing a closed questionnaire with the intention of collecting clear answers and facilitating the understanding of the research population. Originality/Relevance: The application of sustainable practices acts as a motivating source of competitiveness in a nautical segment organization; all those involved are aware that sustainability is as important as competitiveness; and the sustainable practices developed have a proportional positive impact on the responsibility of those involved in their homes. Main conclusions: The organization is aware that sustainability is as important as competitiveness. And, therefore, that the sustainable practices developed in the boating organization have proportional positive impact on the responsibility of those involved within their households, and the hypotheses are proven true by the results obtained. Theoretical/methodological contributions: This correlation between sustainability and competitiveness is well accepted by stakeholders, and the junction of both is seen as fundamental to a good progress of all work and environmental programs, and can be considered a differential of the nautical organization. And both tangible and intangible aspects are noticeable to all involved, who seek to participate in environmental programs, adding value to the name of the nautical organization and those who seek to disseminate these sustainable practices together.