Adquisición y la transferencia de conocimiento tácito de mercadotecnia en pequeños y medianos hoteles

• José Luis Zapata Sánchez ^[2] ; Judith Cavazos Arroyo ^[1] ; Yésica Mayett Moreno ^[1]
  1. [1] Universidad Popular Autónoma del Estado de Puebla

     Universidad Popular Autónoma del Estado de Puebla

     México

     
  2. [2] Universidad de Quintana Roo

     Universidad de Quintana Roo

     México

     
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 63, Nº. 2, 2018
• Idioma: español
• DOI: 10.22201/fca.24488410e.2018.1364
• Títulos paralelos:
  • Acquisition and transfer of tacit knowledge of marketing in small and medium hotels
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    Esta investigación tuvo como objetivo analizar el efecto de la capacidad de absorción, una cultura abierta de colaboración, confianza entre compañeros de trabajo y la riqueza de medios de comunicación sobre la adquisición de conocimientos tácitos de mercadotecnia, así como el impacto de ésta sobre la transferencia de conocimientos tácitos de mercadotecnia. Entre los empleados de hoteles pequeños y medianos de Playa del Carmen, Quintana Roo, se realizó una investigación cuantitativa y transversal, aplicándose una encuesta personal a 229 empleados seleccionados por conveniencia, que trabajan en el sector hotelero. Para analizar el efecto de las variables en la transferencia de conocimiento tácito de mercadotecnia se utilizó la técnica estadística de ecuaciones estructurales. Los resultados mostraron que la confianza en compañeros de trabajo y la riqueza de medios de comunicación impactan directa y positivamente la adquisición de conocimiento tácito de mercadotecnia y a su vez, ésta a la transferencia de conocimiento tácito de mercadotecnia. Las implicaciones teóricas y aplicadas de los resultados fueron discutidos.

  • English

    The aim of this research was to analyze the effect of absorption capacity, an open culture of collaboration, trust between co-workers and communication media richness on the acquisition of tacit marketing knowledge, as well as its impact on tacit marketing knowledge transfer. A quantitative and cross-sectional research was carried out among the employees of small and medium-sized hotels in Playa del Carmen, Quintana Roo, applying a personal survey to 229 employees selected for convenience, who work in the hotel sector. The statistical technique of structural equations was used to analyze the effect of variables on the transfer of tacit marketing knowledge. The results showed that trust in co-workers and communication media richness have a direct and positive impact on the acquisition of tacit marketing knowledge and, in turn, on the transfer of tacit marketing knowledge. The theoretical and applied implications of the results were discussed

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