Incidence of variables in the Transfer of Tacit Knowledge of Marketing in the hotel sector of Playa del Carmen, Mexico

José Luis Zapata; Judith Cavazos Arroyo

doi:10.25145/j.pasos.2017.15.041

Autores/as

José Luis Zapata Universidad de Quintana Roo
Judith Cavazos Arroyo

DOI:

https://doi.org/10.25145/j.pasos.2017.15.041

Palabras clave:

Transferencia de conocimiento tácito, Marketing, Hoteles, Capacidad de absorción

Resumen

Esta investigación permitió validar un modelo de influencia de la intención de aprendizaje de marketing, motivación personal y capacidad de absorción de conocimiento de marketing en la adquisición de conocimiento tácito de marketing y esto a su vez en la transferencia de conocimiento tácito de marketing entre los empleados de pequeñas y medianas empresas hoteleras en la ciudad de Playa del Carmen, Quintana Roo, México. A través de una investigación cuantitativa y transversal, se integraron 229 empleados del sector hotelero. Los resultados mostraron que la motivación personal y la intención de aprender marketing intervienen positivamente en la adquisición de conocimiento tácito de marketing y, con influencia de la capacidad de absorción del conocimiento de marketing, impactan directamente la transferencia de conocimiento tácito de marketing.

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