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

José Luis Zapata Universidad de Quintana Roo
Judith Cavazos Arroyo

DOI:

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

Palavras-chave:

Transferência Tácita de Conhecimento, Marketing, Hotéis, Capacidade de Absorção

Resumo

Esta pesquisa permitiu a validação de um modelo de influência da intenção de aprendizagem de marketing, motivação pessoal e capacidade de absorção do conhecimento de marketing na aquisição de conhecimentos tácitos de marketing e isto, por sua vez, na transferência de conhecimentos tácitos de marketing entre os funcionários de pequenos e médios hotéis da cidade de Playa del Carmen, Quintana Roo, no México. Através de uma investigação quantitativa e transversal, foram integrados 229 funcionários do sector hoteleiro. Os resultados mostraram que a motivação pessoal e a intenção de aprender marketing intervêm positivamente na aquisição de conhecimentos tácitos de marketing e, influenciados pela capacidade de absorção de conhecimentos de marketing, afectam directamente a transferência de conhecimentos tácitos de marketing.

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