Absorption of marketing knowledge in the hotel industry of Quintana Roo

Abstract

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.