Marketing capabilities and competitive advantage of tourist destinations

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 orienta...

Descripción completa

Detalles Bibliográficos
Autores: Alves, Carlos Alberto, Costa, Benny Kramer
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2020
País:Brasil
Institución:Universidade Nove de Julho (UNINOVE)
Repositorio:REMark - Revista Brasileira de Marketing
Idioma:inglés
OAI Identifier:oai:ojs.periodicos.uninove.br:article/18697
Acceso en línea:https://periodicos.uninove.br/remark/article/view/18697
Access Level:acceso abierto
Palabra clave:Marketing capabilities
Competitive advantage
Tourist destinations
Innovation
Branding
Hospitality
Tourist releationship
Capacidades de marketing
Vantagem competitiva
Destinos turísticos
Inovação
Hospitalidade
Relação com o turista
id BR_c3e12b09f211459e222db8dd77ec6823
oai_identifier_str oai:ojs.periodicos.uninove.br:article/18697
network_acronym_str BR
network_name_str Brasil
repository_id_str
dc.title.none.fl_str_mv Marketing capabilities and competitive advantage of tourist destinations
Capacidades de marketing e vantagem competitiva de destinos turísticos
title Marketing capabilities and competitive advantage of tourist destinations
spellingShingle Marketing capabilities and competitive advantage of tourist destinations
Alves, Carlos Alberto
Marketing capabilities
Competitive advantage
Tourist destinations
Innovation
Branding
Hospitality
Tourist releationship
Capacidades de marketing
Vantagem competitiva
Destinos turísticos
Inovação
Branding
Hospitalidade
Relação com o turista
title_short Marketing capabilities and competitive advantage of tourist destinations
title_full Marketing capabilities and competitive advantage of tourist destinations
title_fullStr Marketing capabilities and competitive advantage of tourist destinations
title_full_unstemmed Marketing capabilities and competitive advantage of tourist destinations
title_sort Marketing capabilities and competitive advantage of tourist destinations
dc.creator.none.fl_str_mv Alves, Carlos Alberto
Costa, Benny Kramer
author Alves, Carlos Alberto
author_facet Alves, Carlos Alberto
Costa, Benny Kramer
author_role author
author2 Costa, Benny Kramer
author2_role author
dc.subject.por.fl_str_mv Marketing capabilities
Competitive advantage
Tourist destinations
Innovation
Branding
Hospitality
Tourist releationship
Capacidades de marketing
Vantagem competitiva
Destinos turísticos
Inovação
Branding
Hospitalidade
Relação com o turista
topic Marketing capabilities
Competitive advantage
Tourist destinations
Innovation
Branding
Hospitality
Tourist releationship
Capacidades de marketing
Vantagem competitiva
Destinos turísticos
Inovação
Branding
Hospitalidade
Relação com o turista
description 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 destinationMethodology: 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.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-16
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
Avaliado por Pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/18697
10.5585/remark.v19i4.18697
url https://periodicos.uninove.br/remark/article/view/18697
identifier_str_mv 10.5585/remark.v19i4.18697
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/18697/8657
dc.rights.driver.fl_str_mv Copyright (c) 2020 Carlos Alberto Alves, Benny Kramer Costa
https://creativecommons.org/licenses/by-nc-sa/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Carlos Alberto Alves, Benny Kramer Costa
https://creativecommons.org/licenses/by-nc-sa/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
publisher.none.fl_str_mv Universidade Nove de Julho - UNINOVE
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 19 n. 4 (2020): (out./dez.); 949-984
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1853677046063955968
spelling Marketing capabilities and competitive advantage of tourist destinationsCapacidades de marketing e vantagem competitiva de destinos turísticosMarketing capabilitiesCompetitive advantageTourist destinationsInnovationBrandingHospitalityTourist releationshipCapacidades de marketingVantagem competitivaDestinos turísticosInovaçãoBrandingHospitalidadeRelação com o turistaObjective: 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 destinationMethodology: 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.Objetivo: Este artigo tem como objetivo investigar em um determinado grupo de destinos turístico o efeito potencial de mediação das capacidades de marketing (capacidade de inovação de serviços, capacidade de branding, hospitalidade e gestão de relacionamento com o cliente) na relação estabelecida entre a orientação para o mercado e a vantagem competitiva das empresas do setor de hospitalidade e sua influência na competitividade do destino turísticoMetodologia: Um levantamento foi realizado em 8 cidades turísticas, totalizando 472 empresas do setor de hospitalidade. Como o objetivo do estudo é verificar a relação e a mediação entre construtos a técnica estatística escolhida foi Modelagem de Equações Estruturais (MEE).Principais resultados: O primeiro resultado foi comprovar a existência da relação entre a orientação para o mercado e a vantagem competitiva depois foi possível empiricamente demonstrar que a capacidade de inovação, capacidade de branding, hospitalidade fazem mediação entre a relação da orientação para o mercado e a vantagem competitiva.Contribuições teóricas/metodológicas: As principais contribuições deste artigo são demonstrar as relações de mediação das capacidades de marketing (capacidade de inovação de serviços, capacidade de branding, hospitalidade e gestão de relacionamento com o cliente) na relação entre orientação para o mercado e a vantagem competitiva.Universidade Nove de Julho - UNINOVE2020-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1869710.5585/remark.v19i4.18697ReMark - Revista Brasileira de Marketing; v. 19 n. 4 (2020): (out./dez.); 949-9842177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/18697/8657Copyright (c) 2020 Carlos Alberto Alves, Benny Kramer Costahttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessAlves, Carlos AlbertoCosta, Benny Kramer2025-01-28T18:15:14Zoai:ojs.periodicos.uninove.br:article/18697Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2025-01-28T18:15:14REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
score 15,301629

Similares en LA Referencia