Explicit knowledge in Travel Agencies based on the Gounaris Internal Marketing Orientation Model (Case Study in the City of Tijuana, B.C., Mexico)
Explicit knowledge in Travel Agencies based on the Gounaris Internal Marketing Orientation Model (Case Study in the City of Tijuana, B.C., Mexico)
Conocimiento explícito en Agencias de Viaje basado en el Modelo de orientación al Marketing Interno de Gounaris (Estudio de Caso en la Ciudad de Tijuana, B.C., México)
Fonte: El Periplo Sustentable; Núm. 43 (2022): Número Cuarenta y tres; 193 - 216
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Resumo: This document presents the results of a study whose purpose was to identify the structure of explicit knowledge operated in Travel Agencies to determine its correspondence with the Internal Marketing Orientation Model developed by Gounaris. The research design was non-experimental, explanatory, applied to subjects with the status of Owner, Director, Administrator, Manager, Sub-Manager of 29 Travel Agencies, located in the City of Tijuana, B.C., Mex. The results explain that the structure of Explicit Knowledge operated by Travel Agencies considers the dimensions of (A) Generation of internal information, (B) Communication of internal information and (C) Response of internal information of the Gounaris Model, which are consistent with information-based decisions, business philosophy and human capital management. The study concludes that a permanent monitoring of its Explicit Knowledge processes such as procedures, standards and regulations of the organizational micro environment, in addition to the rights and obligations of the Companies and Human Capital, could guarantee a healthy internal marketing.
