Absorption of marketing knowledge in the hotel industry of Quintana Roo
Keywords:
Absorption of knowledge, marketing, hotelsAbstract
This work is a partial result of doctoral thesis and its main objective is to provide elements for the development of a model regarding the influence of media wealth in an organization on mutual trust in co-workers and the impact of these variables on The ability to absorb marketing knowledge among employees of small and medium-sized hotels in Playa del Carmen and Chetumal, Quintana Roo. An exploratory, explanatory and transversal investigation was developed, integrating a sample of 260 employees who worked in the hotel sector. To analyze the impact of the variables in the acquisition of tacit knowledge of marketing, a model was developed empirically tested using a system of structural equations. The results showed that mutual trust in coworkers has a direct and positive influence on the capacity to absorb marketing knowledge, while the wealth of the media does so indirectly and intervenes through trust in colleagues work.
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