Capacidades de marketing e vantagem competitiva de destinos turísticos

Carlos Alberto Alves; Benny Kramer Costa

doi:10.5585/remark.v19i4.18697

Authors

Carlos Alberto Alves Programa de Pós-graduação em Hospitalidade da Universidade Anhembi Morumbi https://orcid.org/0000-0003-2260-5580
Benny Kramer Costa Programa de Pós-Graduação em Administração da Universidade Nove de Julho (PPGA | UNINOVE) e Departamento de Relações Públicas, Propaganda e Turismo da Universidade de São Paulo (CRP | USP) https://orcid.org/0000-0003-1992-1160

DOI:

https://doi.org/10.5585/remark.v19i4.18697

Keywords:

Marketing capabilities, Competitive advantage, Tourist destinations, Innovation, Branding, Hospitality, Tourist releationship

Abstract

Objective: This article aims to investigate in a given group of tourist destinations the potential effect of mediation of marketing capabilities (capacity for service innovation, branding capacity, hospitality, and customer relationship management) in the relationship established between the orientation for the market and the competitive advantage of companies in the hospitality sector and its influence on the competitiveness of the tourist destination

Methodology: A survey was carried out in 8 tourist cities, totaling 472 companies in the hospitality sector. As the study's objective is to verify the relationship and mediation between constructs, the statistical technique chosen was Structural Equation Modeling (SEM).

Main results: The first result was to prove the relationship between market orientation and competitive advantage. it was then possible to empirically demonstrate that the capacity for innovation, branding capacity, hospitality mediate between the relationship between market orientation and the competitive advantage.

Theoretical/methodological contributions: The main contributions of this article are to demonstrate the mediation relations of marketing capabilities (capacity for service innovation, branding capacity, hospitality, and customer relationship management) in the relationship between market orientation and advantage competitive.

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Author Biographies

Carlos Alberto Alves, Programa de Pós-graduação em Hospitalidade da Universidade Anhembi Morumbi

Pós-Doutor em Turismo pela Universidade de São Paulo. Doutor em Administração pela Universidade Nove de Julho. Professor do Programa de Pós-Graduação em Hospitalidade da Universidade Anhembi Morumbi.

Benny Kramer Costa, Programa de Pós-Graduação em Administração da Universidade Nove de Julho (PPGA | UNINOVE) e Departamento de Relações Públicas, Propaganda e Turismo da Universidade de São Paulo (CRP | USP)

Doutor em Administração pela Universidade de São Paulo. Professor do Programa de Pós-Graduação da Universidade Nove de Julho.

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