Abstract

SAUCEDO, Hael. La orientación al mercado de la industria hotelera del municipio de sucre: análisis de su influencia sobre el desempeño empresarial. Investigación y Negocios [online]. 2017, vol.10, n.16, pp.254-260. ISSN 2521-2737.

Abstract In the present study, 20 hotel companies were studied through a Market Orientation model to measure their level and the practices that are performed in this area for business performance. The results show that there is a low adoption of the components of market orientation (customer orientation, competition orientation and cross-functional coordination). This requires the hotel companies of Sucre to implement the strategies and method allowing them to improve the quality of their services to take a larger number of customers. And the method mostoperated by companies is market orientation, which allows the organization to guide their strategies in meeting the needs and preferences of customers.

Keywords : market orientation of hotels; performance; hotel industry business.

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