El alcance de la estrategia de transferencia de conocimiento tácito de mercadotecnia en el sector hotelero de Playa del Carmen, Quintana Roo, México

  • José Luis Zapata Sánchez
  • Judith Cavazos Arroyo
Palabras clave: Alcance de transferencia de conocimiento tácito, mercadotecnia, hoteles.

Resumen

El presente artículo aporta un modelo conceptual de cómo influyen la disponibilidad de tiempo, la capacidad de absorción de conocimientos de mercadotecnia y la motivación personal en la transferencia de conocimiento tácito de mercadotecnia y ésta a su vez en el alcance de transferencia de conocimientos tácitos de mercadotecnia entre los empleados de hoteles pequeños y medianos de Playa del Carmen, Quintana Roo, México. A través de una investigación cuantitativa, explicativa y transversal y utilizando la técnica de muestreo no probabilístico “bola de nieve” se integró una muestra de 229 empleados del área de mercadotecnia que trabajan en el sector hotelero. Para analizar la influencia de factores en el alcance de la transferencia de conocimiento tácito de mercadotecnia se desarrolló un modelo probado empíricamente utilizando como técnica estadística el modelo de ecuaciones estructurales. El análisis arrojó que la disponibilidad de tiempo y la motivación personal influyen directa y positivamente sobre la transferencia de conocimientos tácitos de mercadotecnia y de manera consistente sobre el alcance de transferencia de conocimiento tácito de mercadotecnia.

Citas

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Publicado
2019-03-07