Make or buy in the hotel marketing department: transaction costs, financial and relational performance
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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University of the Algarve - ESGHT - CIEO
2017-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/896/pdf_40 |
| _version_ | 1811233856138772480 |
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| author | Tomás F. Espino-Rodríguez Manuel Rodríguez Díaz |
| author_facet | Tomás F. Espino-Rodríguez Manuel Rodríguez Díaz |
| author_sort | Tomás F. Espino-Rodríguez |
| collection | DOAJ |
| description | 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 |
| first_indexed | 2024-04-12T11:26:15Z |
| format | Article |
| id | doaj.art-3a11574e36e840c8a6a87632876f7783 |
| institution | Directory Open Access Journal |
| issn | 2182-8466 |
| language | English |
| last_indexed | 2024-04-12T11:26:15Z |
| publishDate | 2017-01-01 |
| publisher | University of the Algarve - ESGHT - CIEO |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj.art-3a11574e36e840c8a6a87632876f77832022-12-22T03:35:13ZengUniversity of the Algarve - ESGHT - CIEOTourism & Management Studies2182-84662017-01-0113171710.18089/tms.2017.13102Make or buy in the hotel marketing department: transaction costs, financial and relational performanceTomás F. Espino-Rodríguez0Manuel Rodríguez Díaz1University of Las Palmas de Gran Canaria, Edificio Departamental de Ciencias Económicas y Empresariales, C.P. 35017, Las Palmas de Gran Canaria, SpainUniversity of Las Palmas de Gran Canaria, Edificio Departamental de Ciencias Económicas y Empresariales, C.P. 35017, Las Palmas de Gran Canaria, SpainThe 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 mahttps://tmstudies.net/index.php/ectms/article/view/896/pdf_40outsourcingmarketing and saleshotel sectortransaction costfinancialrelational |
| spellingShingle | Tomás F. Espino-Rodríguez Manuel Rodríguez Díaz Make or buy in the hotel marketing department: transaction costs, financial and relational performance Tourism & Management Studies outsourcing marketing and sales hotel sector transaction cost financial relational |
| title | Make or buy in the hotel marketing department: transaction costs, financial and relational performance |
| title_full | Make or buy in the hotel marketing department: transaction costs, financial and relational performance |
| title_fullStr | Make or buy in the hotel marketing department: transaction costs, financial and relational performance |
| title_full_unstemmed | Make or buy in the hotel marketing department: transaction costs, financial and relational performance |
| title_short | Make or buy in the hotel marketing department: transaction costs, financial and relational performance |
| title_sort | make or buy in the hotel marketing department transaction costs financial and relational performance |
| topic | outsourcing marketing and sales hotel sector transaction cost financial relational |
| url | https://tmstudies.net/index.php/ectms/article/view/896/pdf_40 |
| work_keys_str_mv | AT tomasfespinorodriguez makeorbuyinthehotelmarketingdepartmenttransactioncostsfinancialandrelationalperformance AT manuelrodriguezdiaz makeorbuyinthehotelmarketingdepartmenttransactioncostsfinancialandrelationalperformance |