COOPERATION AND INTERCOOPERATION IN TOURISM ROUTES IN RIO GRANDE DO SUL, BRAZIL

Objective: This study aims to investigate the cooperation and collaboration among the actors involved in the tourist routes known as Salamarias, Della Cuccagna, and Topiarias, Flores e Aromas, located in the northern region of Rio Grande do Sul, Brazil. Theoretical Framework: This article examines the economic and social impact of rural tourism, focusing on its contribution to economic growth, job creation, and the promotion of tourism products through tourist routes. It emphasizes cooperation among tourism actors for sustainable development and organizational efficiency. Method: We conducted qualitative and quantitative research, collecting data through interviews with 16 farms across three routes. A structured interview script included 60 open-ended questions and six closed questions. We analyzed the data using content analysis, and assessed the quantitative data using a five-point Likert scale to measure agreement levels. Results and Discussion: The results showed that cooperation and intercooperation along the routes promote income complementarity through tourism offerings and product sales, enhance knowledge and learning, expand social relations, increase the dissemination and consumption of organic products, and support the preservation of culture, heritage, and the environment. Research Implications: The practical and theoretical implications of this study provide insights that can guide public policies, regional development programs, and business strategies in the rural tourism sector. These insights emphasize the importance of cooperation, intercooperation, social networks, rural development, and social innovation. Originality/Value


INTRODUCTION
Tourism is a service sector that significantly contributes to the country's economic development.It is one of the economic sectors most affected by the changes caused by the COVID-19 pandemic, experiencing a substantial negative impact due to the restrictions and distancing measures adopted by various governments.As a result, there is a strong trend toward the growth of rural tourism, as it offers an opportunity to explore new places without engaging in mass tourism, which involves high concentrations of tourists from different countries.
Rural tourism in its purest form should take place in rural areas and be built on rural characteristics such as open spaces.It should grow slowly and in an organized manner to support the region in the long term, representing the rural environment, its economy, history, and location, while promoting interaction with nature and local culture (Lane, 1994).It is considered a development strategy for rural areas in many developed and developing countries (Ayhan et al., 2020), also identifying the need for suitable areas for this type of activity (Ma et al., 2020).
Additionally, it is noted that the development of rural tourism has had a positive impact on agriculture by promoting infrastructure optimization, the evolution of transport networks, and the construction of hotels and restaurants, among other improvements (Kazmina et al., 2020).It is also identified as an engine for territorial development, a tool that promotes job creation, and creates new opportunities for small and medium-sized rural enterprises (Kazmina et al., 2020).
In this dynamic, cooperation plays a central role in tourist destination communities (Beritelli, 2011), as the development of rural tourism depends on the entrepreneurs' capacity to use local physical and non-material resources sustainably (Yachin & Ioannides, 2019).
Therefore, exploring the internal interaction processes and mechanisms among different stakeholders is a prerequisite for promoting cooperation between them (Ma et al., 2020).
Through cooperation in tourist destinations, companies can access new sources of knowledge, facilitating organizational learning and continuously creating and improving their dynamic 4 capabilities (Wilke et al., 2019).Thus, corporate behavior among entrepreneurs is central to tourism development (Komppula, 2014).
In the cooperation debate, intercooperation-synonymous with joint work-plays a crucial role.Participating companies within this system share a common objective and begin contributing to each other through intercooperation (Assis & Lopes, 2020).
In light of this analysis, we introduce the rural tourist routes called Salamarias, Della Cuccagna and Topiarias, Flores e Aromas.These routes are located in the cities of Marau, Tapera, and Victor Graeff, respectively, in the northern part of Rio Grande do Sul state.They are integrated by 16 rural businesses that participate in tourism.Thus, the research objective was to comprehend the interactions among the actors of the rural tourism routes and identify how and when cooperation and intercooperation develop.These questions are important when analyzing the adoption of strategies that promote the maintenance and competitiveness of the routes, as well as their actors.

TOURISM AND RURAL TOURISM
Tourism is a multifaceted activity that intersects with various economic sectors and requires a complex array of sector-specific actions for its development (Padilha, 2009).It is a significant social, cultural, and economic phenomenon that attracts millions of people worldwide and has a substantial impact on the economies of many countries (Cenamor et al., 2017).Tourism contributes positively to economic growth in numerous ways, both directly and indirectly (Brida et al., 2020).In this context, the World Travel & Tourism Council (WTTC, 2020) reported that, in 2019, the travel and tourism sector grew by 3.5% and employed a total of 330 million people.Additionally, the sector was responsible for creating one in four jobs over the past five years.
Among the various tourism options is rural tourism, which the Ministério do Turismo (MTUR, 2003) defines as "a set of tourist activities developed in rural areas, committed to agricultural production, adding value to products and services, and preserving and promoting the cultural and natural heritage of the community." Rural tourism takes various forms and serves different purposes.Its main advantages include being rooted in local initiatives, local management, and local scenarios, and exploring local culture (Okech et al., 2012).It is considered an alternative for rural development, as it helps reduce poverty, generates income in rural areas (Xue & Kerstetter, 2019), expands job opportunities, and attracts investment to rural territories.This results in the enrichment of local communities and promotes social and sustainable development (Kazmina et al., 2020).
In the tourism context, there are tourist routes.Ministério do Turismo (MTUR, 2010), defines their contribution as "continuous and delimited routes whose identity is reinforced or assigned for tourist use," and they are developed with the purpose of promoting and marketing the tourist product.

COOPERATION AND INTERCOOPERATION
Cooperation arises from the common interest generated by the understanding that only by working together is it possible to achieve something.In other words, cooperation results from deliberate actions between autonomous agents to simultaneously achieve individual and collective goals (Balestrin & Verschoore, 2016).
Cooperative relationships occur when two or more actors agree, through formal or informal agreements, to share information, support technical and managerial training, provide capital, and/or supply market information (Polenske, 2004).The common objectives pursued through cooperation are similar to public goods, as they are hardly exclusive to anyone involved (Balestrin & Verschoore, 2016).
Organizations can coexist in the same environment, competing and cooperating rationally to achieve their goals (Balestrin & Verschoore, 2016).Cooperation is an efficient way for companies to obtain intangible resources (Hall, 1992).The cooperative system is based on the functioning of a space where cooperation allows the development of the involved organizations in a joint manner (Wilhelm & Santos-Souza, 2020).In tourism, cooperation is observed in destination communities that exhibit cooperative behavior as a condition for sustainable planning and development (Beritelli, 2011).Tourism is a dynamic, transversal, and relational phenomenon (Pulido-Fernandez & Merinero-Rodríguez, 2016).In tourist destinations, actors can choose between certain strategies and forms of organization (Zehrer & Hallmann, 2015).
Cooperativism encompasses the phenomenon of intercooperation (Assis & Lopes, 2020), serving as a key point for the development and organization of companies.This cooperative behavior is multilayered and fluid when companies and institutions act with public goods and within the public space (Beritelli, 2011).

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Regarding intercooperation, Assis and Lopes (2020, p. 35) define it as "a cooperation strategy among cooperatives that originates a private interest association, in order to provide benefits to all cooperatives."In other words, it is the integration process of cooperatives that occurs when there are common principles (Wilhelm & Santos-Souza, 2020).

RESEARCH METHOD
The research aimed to understand the interactions among the actors of a rural tourism route, identifying when these interactions occur and how cooperation and intercooperation develop.To achieve this objective, we adopted a qualitative and quantitative approach involving multiple case studies (Yin, 1989).
We made the first contacts by phone and then proceeded with scheduling the interviews.
Data collection took place between 2018 and 2019 with the farm managers who agreed to participate in the study.In total, we interviewed 16 farms that are part of three tourism routes: seven located on the Route Salamarias, four on the Route Della Cuccagna, and five on the Caminho das Topiarias, Flores e Aromas Route.
As an instrument for collecting primary data, we used an interview script with predetermined categories, consisting of 60 open questions and six closed questions.These questions were developed from analysis categories based on the literature review, which include: interorganizational relationships, cooperation, and the results of cooperation and intercooperation.
We analyzed the data collected in the interviews using the content analysis technique (Bardin, 1977), which considers the text as a means of expression.The analyst categorizes repeated units of text (phrases or words) and infers expressions that represent them.This technique consists of several steps: pre-analysis, material exploration, treatment of results, and interpretation (Bardin, 1977).
For quantitative data, we used a five-point Likert scale.In this type of scale, respondents express their level of agreement with each statement (Gil, 2008).In this study, we graduated the scale as follows: (1) negligible, (2) low, (3) medium, (4) high, and (5) very high.

ROUTES AND FARMS CHARACTERIZATION
The Route Salamarias is located in Marau city, encompassing the municipalities of Nossa Senhora do Carmo, São Luiz da Mortandade, and Taquari.In June 2008, the Route Salamarias Association was established by tourism owners and entrepreneurs with the goal of developing, structuring, organizing, and promoting rural tourism (Marau, 2020).Currently, the itinerary includes 13 farms.According to the research data, the initiative for the development of tourism was undertaken collectively.
In Tapera city, local entrepreneurs, in collaboration with the municipality, established the Route Della Cuccagna as a way to economic development.This route is part of the Terras Encantadas Route and highlights the history of Italian immigration in the region through gastronomy and culture (Rota das Terras Encantadas, 2020).
The Caminho das Topiarias, Flores e Aromas Route is located in Victor Graeff, known as the "City of the Most Beautiful Square in Rio Grande do Sul."It is also recognized for the Festival da Cuca com Linguiça, one of the largest festivals celebrating traditional German cuisine.On this route, visitors can explore eight farms where female farmers enhance their gardens with flowers, foliage, medicinal herbs, kiosks, and cypress trees (Rota das Terras Encantadas, 2020).
Regarding the farms (Table 1), seven are part of the Route Salamarias route.Among these, only Cantina Bordigon is operated by a natural person while Cantina da Terra has been dedicated to tourism for a longer period.We studied four farms on the Route Della Cuccagna route, with Casa do Vinho Rizzi being the oldest in tourism activity, having started in 2001.
Finally, on the Route Topiarias, Flores e Aromas route, Floricultura Delani is the oldest of the five farms in relation to tourism, having been operational in this field since 1995.The reasons for the formation of the routes include the need for social contact with new people, utilization of available infrastructure, receptivity, expansion of product sales, promotion

RESULTS
The idea of forming the routes emerged from the city halls of the municipalities in collaboration with farmers and entities such as the Technical Assistance and Rural Extension Company (EMATER).Most respondents (13) affirmed that the decision for their farm to participate in the route was a collective one, involving family members.Respondents evaluated the reasons and benefits that led them to join the route, as well as the factors that hinder intercooperation among members (Figure 1). 10 Among the benefits of participating in the route, we identified information and knowledge sharing, learning, and, notably, trust.Factors that hinder intercooperation among route actors include the number of partners, cultural differences, and the non-professional management of the route.In all three routes, 10 of the 16 respondents believe that while intercooperation is adequate, it needs to be further encouraged.
For 14 respondents, cooperation is deemed more important than competition.For instance, the owner of Koeche Family Estate stated, "[...] it is always better to help than to compete; if we were to compete, there would certainly be no route."The respondent from Casa do Vinho Rizzi affirmed, "For sure (it is more important to cooperate than to compete); within the route, there is nothing to compete for."Similarly, the owner of Cantina Maculan remarked, "Why compete, if we can work together?" Regarding intercooperation, we found that factors such as commitment, communication, and unprofessional route management hinder intercooperation among the actors.Conversely, competition, differing objectives among those involved, lack of trust between producers, and conflicts are not barriers to intercooperation on the studied routes.
The research also aimed to assess the relationships among route actors by assigning scores from 1 to 10, where a higher score indicates greater intensity or importance (Table 2).We identified that trust is more intense in the Route Topiarias, Flores e Aromas Route, reaching the maximum value (10).A respondent from one of the farms on this route commented, "We have to trust each other to work together, and nobody can take advantage." Another respondent noted, "Our relationship is good; I haven't seen anyone trying to take advantage."Regarding opportunism, the owner of a third farm stated, "We don't have opportunism within our route; everyone wants to help each other." In the Salamarias Route, we identified the lowest classification for the "trust" factor, with a score of 7.4.An issue highlighted by six out of seven respondents is that their participation in the tourism route is primarily due to financial investments in tourisminvestments that cannot be utilized for other productive activities.11 On the Route Della Cuccagna, the highest ranking was for the opportunism factor, with a score of 4.5.Four respondents noted that the route needs more actors to improve cooperation.
Cooperation is perceived as weak in areas such as dialogue, unity, leadership, and continuous, participative involvement of members.However, it is strong at the onset of tourism, in addressing and solving mutual problems, participating in events, and sharing product sales.
In the studied routes, the results achieved through cooperation and intercooperation include increased visibility of farms, the development of friendships, personal growth, income complementarity with tourism, and enhanced product sales.Additionally, there are benefits in knowledge and learning, expanded social relations, the diffusion and consumption of organic products, and the preservation of culture, heritage, and the environment.Notably, all 16 respondents regard cooperation as important.

CONCLUSIONS
The primary objective of the research was to understand the interactions among actors within a rural tourism route, identifying when these interactions occur and how cooperation and intercooperation develop.
The routes were established through the initiative of municipal city halls in collaboration with producers and entities such as EMATER.The reasons for forming the routes include the need for social contact with new people, the expansion of product sales, and the promotion of rural beauty and attractions, all aimed at advancing local tourism development.
The data analysis reveals that cooperation is weak in aspects such as dialogue, unity, and members' continuous and participative involvement, while it is notably strong at the onset of tourism.There is also a certain solidity within the groups, reinforcing trust, which is the main characteristic of cooperation.
About intercooperation, we identified that commitment, communication and unprofessional management of the route are factors that prevent intercooperation between the route actors.
Based on the results, we present limitations of the study.Regarding cooperation, there is a need to expand relationships and member involvement, emphasizing the importance of collective effort to achieve project success.In terms of intercooperation, we note issues related to commitment, trust, and the unprofessional management of the route.12 relationship has the potential for expansion, as we have identified factors that hinder intercooperation.
As suggestions for future research, this study could be expanded to include the same theoretical framework applied to other tourism routes, taking into account the characteristics of each region.This approach would provide new perspectives on cooperation and intercooperation.
Finally, cooperation and intercooperation are important in the context of rural tourism, as they yield positive results for the actors involved.These benefits include the promulgation of farms, the expansion of social relations, and increased knowledge and learning.The findings contribute to a better understanding of the cooperative relationships that occur among actors within rural tourist routes.

Figure 1
Figure 1Reasons, benefits of participation in the route and factors that prevent intercooperation among the actors

Table 1
Farms characteristics