Digital marketing and customer orientation as predictors of sustainability in tourism SMES
Digitalization in the business world is one of the crucial milestones that has generated great expectations and levels of importance in different business sectors, which is why this study aimed to analyze the influence of digital marketing and customer orientation on the sustainability of tourism sm...
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| Formato: | Artículo |
| Lenguaje: | inglés |
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2024
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| _version_ | 1881508863035834368 |
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| author | Tupac Yupanqui Lima, Nancy Liliana Haro-Zea, Karla Diaz Saavedra, Robin Alexander |
| author_browse | Diaz Saavedra, Robin Alexander Liliana Haro-Zea, Karla Tupac Yupanqui Lima, Nancy |
| author_facet | Tupac Yupanqui Lima, Nancy Liliana Haro-Zea, Karla Diaz Saavedra, Robin Alexander |
| author_sort | Tupac Yupanqui Lima, Nancy |
| collection | Producción científica |
| description | Digitalization in the business world is one of the crucial milestones that has generated great expectations and levels of importance in different business sectors, which is why this study aimed to analyze the influence of digital marketing and customer orientation on the sustainability of tourism small and medium-sized enterprises (SMEs) in Cusco, Peru. For the generation of the items, an evaluation of the sufficiency, coherence, clarity, and relevance was made by means of an expert panel of five professionals and five academics from the area of marketing and sustainability from three countries (Colombia, Peru, and Mexico), who have more than 20 years of experience. The fieldwork was carried out through convenience sampling with 516 companies in the tourism sector. The data were collected through a survey online in Google Forms, distributed through social networks: WhatsApp, Instagram, Facebook, LinkedIn, and email in Cusco, Peru, during July and August 2022. The confirmatory analysis was performed. In the theoretical model analysis, an adequate fit was obtained, 2 = 303.74, p < .001, IFC = .934, RMSEA = .078, SRMR = .054, with an appropriate internal consistency (digital marketing α = 0.95, customer orientation α = 0.96, sustainability α = 0.90). |
| format | Article |
| id | oai:cris.upeu.edu.pe:20.500.15037/1549 |
| institution | UPeU |
| language | English |
| publishDate | 2024 |
| publishDateRange | 2024 |
| publishDateSort | 2024 |
| record_format | dspace |
| spelling | oai:cris.upeu.edu.pe:20.500.15037/15492026-10-30T16:16:06ZDigital marketing and customer orientation as predictors of sustainability in tourism SMESTupac Yupanqui Lima, NancyLiliana Haro-Zea, KarlaDiaz Saavedra, Robin Alexandercustomer orientationdigital marketingmodelscaletourismDigitalization in the business world is one of the crucial milestones that has generated great expectations and levels of importance in different business sectors, which is why this study aimed to analyze the influence of digital marketing and customer orientation on the sustainability of tourism small and medium-sized enterprises (SMEs) in Cusco, Peru. For the generation of the items, an evaluation of the sufficiency, coherence, clarity, and relevance was made by means of an expert panel of five professionals and five academics from the area of marketing and sustainability from three countries (Colombia, Peru, and Mexico), who have more than 20 years of experience. The fieldwork was carried out through convenience sampling with 516 companies in the tourism sector. The data were collected through a survey online in Google Forms, distributed through social networks: WhatsApp, Instagram, Facebook, LinkedIn, and email in Cusco, Peru, during July and August 2022. The confirmatory analysis was performed. In the theoretical model analysis, an adequate fit was obtained, 2 = 303.74, p < .001, IFC = .934, RMSEA = .078, SRMR = .054, with an appropriate internal consistency (digital marketing α = 0.95, customer orientation α = 0.96, sustainability α = 0.90).Articlehttps://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19667/IM_2024_01_Lima.pdfhttps://doi.org/10.21511/im.20(1).2024.1410.21511/im.20(1).2024.14https://hdl.handle.net/20.500.15037/1549W4392102468enInnovative Marketing1814-24271816-63262024-02-232026-06-13T14:13:54Z2026-06-13T14:13:54Z |
| spellingShingle | customer orientation digital marketing model scale tourism Tupac Yupanqui Lima, Nancy Liliana Haro-Zea, Karla Diaz Saavedra, Robin Alexander Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title | Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title_full | Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title_fullStr | Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title_full_unstemmed | Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title_short | Digital marketing and customer orientation as predictors of sustainability in tourism SMES |
| title_sort | digital marketing and customer orientation as predictors of sustainability in tourism smes |
| topic | customer orientation digital marketing model scale tourism |
| topic_facet | customer orientation digital marketing model scale tourism |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19667/IM_2024_01_Lima.pdf https://doi.org/10.21511/im.20(1).2024.14 https://hdl.handle.net/20.500.15037/1549 |
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