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The purpose of this paper is to clarify how end‐users' tacit knowledge can be captured and integrated in an overall business process management (BPM) approach. Current approaches to support stakeholders' collaboration in the modelling of business processes envision an egalitarian environment where stakeholders interact in the same context, using the same languages and sharing the same perspectives on the business process. Therefore, such stakeholders have to collaborate in the context of process modelling using a language that some of them do not master, and have to integrate their various perspectives.

The paper applies the SECI knowledge management process to analyse the problems of traditional top‐down BPM approaches and BPM collaborative modelling tools. Besides, the SECI model is also applied to Wikipedia, a successful Web 2.0‐based knowledge management environment, to identify how tacit knowledge is captured in a bottom‐up approach.

The paper identifies a set of requirements for a hybrid BPM approach, both top‐down and bottom‐up, and describes a new BPM method based on a stepwise discovery of knowledge.

This new approach, Processpedia, enhances collaborative modelling among stakeholders without enforcing egalitarianism. In Processpedia tacit knowledge is captured and standardised into the organisation's business processes by fostering an ecological participation of all the stakeholders and capitalising on stakeholders' distinctive characteristics.

World Tourism Organization (WTO) recognizes image as the main aspect to be considered by a destination in its promotion and marketing process. Cities try to build valued and recognized images, established from an identity defined based on their own values. One of the strategies adopted for this construction is to hold events, through which it is possible to promote tourism, move the economy, improve the infrastructure, change the image and influence intentions to visit the destination. From the point of view of supply and demand, theorists have proposed two categories of destination image: the projected image and the perceived image. In this context, the objective of the research was to propose a model for measuring the Projected and Perceived Image through the Organizational Identity of the Volvo Ocean Race Brazil.

With a quali-quantitative approach, the study universe is composed of in-depth interviews with the main members of the organizing committee, documentary and netnographic analysis of the event's social networks. For the analysis and interpretation of qualitative data, the collective subject discourse was used. Documentary and netnographic analysis were by means of deductive content analysis and correspondence analysis.

The results supported the three secondary hypotheses of the research, leading to confirm the central hypothesis that the constructed organizational identity, projected by the image, is perceived by visitors to the event studied.

It is understood as fundamental the expansion of studies regarding projected and perceived image, identity and the possibility of its application in tourist events, as social representations, as support also for the definition of management and marketing strategies.