Resumen

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.

Palabras clave : market orientation of hotels; performance; hotel industry business.

        · resumen en Español     · texto en Español     · Español ( pdf )