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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| Format: | Article |
| Language: | English |
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LLC "CPC "Business Perspectives"
2024-02-01
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| Series: | Innovative Marketing |
| Subjects: | |
| Online Access: | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19667/IM_2024_01_Lima.pdf |
| _version_ | 1827344546633089024 |
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| author | Nancy Tupac Yupanqui Lima Karla Liliana Haro-Zea Robin Alexander Díaz Saavedra |
| author_facet | Nancy Tupac Yupanqui Lima Karla Liliana Haro-Zea Robin Alexander Díaz Saavedra |
| author_sort | Nancy Tupac Yupanqui Lima |
| collection | DOAJ |
| 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). |
| first_indexed | 2024-03-07T22:48:43Z |
| format | Article |
| id | doaj.art-a1d6d0907d1c461c9a3e7ce48a238ecf |
| institution | Directory Open Access Journal |
| issn | 1814-2427 1816-6326 |
| language | English |
| last_indexed | 2024-03-07T22:48:43Z |
| publishDate | 2024-02-01 |
| publisher | LLC "CPC "Business Perspectives" |
| record_format | Article |
| series | Innovative Marketing |
| spelling | doaj.art-a1d6d0907d1c461c9a3e7ce48a238ecf2024-02-23T12:30:31ZengLLC "CPC "Business Perspectives"Innovative Marketing1814-24271816-63262024-02-0120116017110.21511/im.20(1).2024.1419667Digital marketing and customer orientation as predictors of sustainability in tourism SMESNancy Tupac Yupanqui Lima0https://orcid.org/0000-0002-0320-4047Karla Liliana Haro-Zea1https://orcid.org/0000-0002-7257-0673Robin Alexander Díaz Saavedra2https://orcid.org/0000-0003-2707-8193Master Student in Business Administration, Faculty of Business Sciences, Graduate School, Universidad Peruana Unión [Peruvian Union University], PeruPh.D. in Strategic Planning and Technology Management, Popular Autonomous University of the State of Puebla (UPAEP); Research Professor, Universidad Autónoma de Baja CaliforniaGraduate Student in Marketing and International Business, Faculty of Business Sciences, Department of Management, Universidad Peruana Unión [Peruvian Union University], PeruDigitalization 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).https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19667/IM_2024_01_Lima.pdfcustomer orientationdigital marketingmodelscaletourism |
| spellingShingle | Nancy Tupac Yupanqui Lima Karla Liliana Haro-Zea Robin Alexander Díaz Saavedra Digital marketing and customer orientation as predictors of sustainability in tourism SMES Innovative Marketing customer orientation digital marketing model scale tourism |
| 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 |
| url | https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/19667/IM_2024_01_Lima.pdf |
| work_keys_str_mv | AT nancytupacyupanquilima digitalmarketingandcustomerorientationaspredictorsofsustainabilityintourismsmes AT karlalilianaharozea digitalmarketingandcustomerorientationaspredictorsofsustainabilityintourismsmes AT robinalexanderdiazsaavedra digitalmarketingandcustomerorientationaspredictorsofsustainabilityintourismsmes |