| Summary: | The outsourcing of hotel marketing is one of the strategic decisions that
can help hotels manage the distribution channels more efficiently. This
study analyzes the factors determining the outsourcing of hotel sales and
marketing activities. It uses the transaction costs framework,
complemented by the analysis of performance costs and quality. In this
context, the possible impact of outsourcing the marketing department on
relational and financial performance is analyzed. The results of the study
clearly show a close relationship between these variables and current
outsourcing. In addition, the increase in outsourcing is determined by low
relational quality. These results lead to the conclusion that it is necessary
to create new systems and procedures in sales and ma
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