Market orientation and digital maturity: a resort case study

Detalhes bibliográficos
Autor(a) principal: Ardigó, Carlos Marcelo
Data de Publicação: 2023
Outros Autores: Silva, Adroaldo Dias da, Sohn, Ana Paula Lisboa
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista Hospitalidade
Texto Completo: https://www.revhosp.org/hospitalidade/article/view/1055
Resumo: This article aimed to analyze market orientation (OPM) and digital maturity (MTD) in a hotel categorized as a resort. The qualitative study was exploratory-descriptive, using the case study as a methodological procedure. To assess OPM, the MARKOR scale was used (KOHLI; JAWORSKI; KUMAR, 1993), while for MTD the model proposed by the Institute for Digital Transformation (ITD) in partnership with the Brazilian Association of the Hotel Industry (ABIH, 2019) was used. From the appreciation of the results of each of the variables and respective dimensions of the OPM, it was identified that the resort presents itself in a moderate condition, with distance from a full situation, mainly in the dimensions dissemination of intelligence and responsiveness. The results also showed that the resort can be classified as a beginner in its stage of digital maturity, conditioning this situation mainly in the dimensions Digital Intelligence Tools and Digital Presence. Additionally, the findings made it possible to verify evidence of potential theoretical alignment between OPM and MTD, where the strengthening of the former, as an organizational culture, can create the right environment for a market-oriented digital transformation.
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spelling Market orientation and digital maturity: a resort case studyOrientação para o mercado e a maturidade digital: estudo de caso em um resortMarket OrientationDigital MaturityResortHospitalityOrientação para o MercadoMaturidade DigitalResortHospitalidadeThis article aimed to analyze market orientation (OPM) and digital maturity (MTD) in a hotel categorized as a resort. The qualitative study was exploratory-descriptive, using the case study as a methodological procedure. To assess OPM, the MARKOR scale was used (KOHLI; JAWORSKI; KUMAR, 1993), while for MTD the model proposed by the Institute for Digital Transformation (ITD) in partnership with the Brazilian Association of the Hotel Industry (ABIH, 2019) was used. From the appreciation of the results of each of the variables and respective dimensions of the OPM, it was identified that the resort presents itself in a moderate condition, with distance from a full situation, mainly in the dimensions dissemination of intelligence and responsiveness. The results also showed that the resort can be classified as a beginner in its stage of digital maturity, conditioning this situation mainly in the dimensions Digital Intelligence Tools and Digital Presence. Additionally, the findings made it possible to verify evidence of potential theoretical alignment between OPM and MTD, where the strengthening of the former, as an organizational culture, can create the right environment for a market-oriented digital transformation.O presente artigo teve como objetivo analisar a orientação para o mercado (OPM) e a maturidade digital (MTD) em um hotel categorizado como resort. O estudo qualitativo foi do tipo exploratório-descritivo, tendo o estudo de caso como procedimento metodológico. Para avaliar a OPM utilizou-se a escala MARKOR (KOHLI; JAWORSKI; KUMAR, 1993), enquanto para MTD foi utilizado o modelo proposto pelo Instituto da Transformação Digital (ITD) em parceria com a Associação Brasileira da Indústria de Hotéis (ABIH, 2019). A partir da apreciação dos resultados de cada uma das variáveis e respectivas dimensões da OPM, identificou-se que o resort se apresenta em uma condição moderada, com distanciamento de uma situação plena principalmente nas dimensões disseminação da inteligência e responsividade. Os resultados ainda apontaram que o resort pode ser classificado como iniciante no seu estágio de MTD, condicionando essa situação principalmente nas dimensões Ferramentas de Inteligência Digital e Presença Digital. Adicionalmente, os achados possibilitaram verificar indícios de potencial alinhamento teórico entre a OPM e a MTD, em que o fortalecimento da primeira, enquanto cultura organizacional, pode criar o ambiente propício para uma transformação digital orientada para o mercado.Universidade Anhembi Morumbi2023-10-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionBlind Peer-reviewed ArticleArtículo revisado por paresArtigo avaliado por blind peer reviewapplication/pdfhttps://www.revhosp.org/hospitalidade/article/view/105510.29147/revhosp.v20.1055Revista Hospitalidade; v. 20: Revista Hospitalidade v. 20 - 2023; 233-2662179-91641807-975Xreponame:Revista Hospitalidadeinstname:Universidade Anhembi Morumbi (ANHEMBI)instacron:UAMporhttps://www.revhosp.org/hospitalidade/article/view/1055/1066Copyright (c) 2023 Revista Hospitalidadeinfo:eu-repo/semantics/openAccessArdigó, Carlos MarceloSilva, Adroaldo Dias daSohn, Ana Paula Lisboa2024-06-26T10:31:18Zoai:ojs.emnuvens.com.br:article/1055Revistahttps://www.revhosp.org/hospitalidadePRIhttps://www.revhosp.org/hospitalidade/oairevhosp@revhosp.org||sergiomoretti@uol.com.br2179-91641807-975Xopendoar:2024-06-26T10:31:18Revista Hospitalidade - Universidade Anhembi Morumbi (ANHEMBI)false
dc.title.none.fl_str_mv Market orientation and digital maturity: a resort case study
Orientação para o mercado e a maturidade digital: estudo de caso em um resort
title Market orientation and digital maturity: a resort case study
spellingShingle Market orientation and digital maturity: a resort case study
Ardigó, Carlos Marcelo
Market Orientation
Digital Maturity
Resort
Hospitality
Orientação para o Mercado
Maturidade Digital
Resort
Hospitalidade
title_short Market orientation and digital maturity: a resort case study
title_full Market orientation and digital maturity: a resort case study
title_fullStr Market orientation and digital maturity: a resort case study
title_full_unstemmed Market orientation and digital maturity: a resort case study
title_sort Market orientation and digital maturity: a resort case study
author Ardigó, Carlos Marcelo
author_facet Ardigó, Carlos Marcelo
Silva, Adroaldo Dias da
Sohn, Ana Paula Lisboa
author_role author
author2 Silva, Adroaldo Dias da
Sohn, Ana Paula Lisboa
author2_role author
author
dc.contributor.author.fl_str_mv Ardigó, Carlos Marcelo
Silva, Adroaldo Dias da
Sohn, Ana Paula Lisboa
dc.subject.por.fl_str_mv Market Orientation
Digital Maturity
Resort
Hospitality
Orientação para o Mercado
Maturidade Digital
Resort
Hospitalidade
topic Market Orientation
Digital Maturity
Resort
Hospitality
Orientação para o Mercado
Maturidade Digital
Resort
Hospitalidade
description This article aimed to analyze market orientation (OPM) and digital maturity (MTD) in a hotel categorized as a resort. The qualitative study was exploratory-descriptive, using the case study as a methodological procedure. To assess OPM, the MARKOR scale was used (KOHLI; JAWORSKI; KUMAR, 1993), while for MTD the model proposed by the Institute for Digital Transformation (ITD) in partnership with the Brazilian Association of the Hotel Industry (ABIH, 2019) was used. From the appreciation of the results of each of the variables and respective dimensions of the OPM, it was identified that the resort presents itself in a moderate condition, with distance from a full situation, mainly in the dimensions dissemination of intelligence and responsiveness. The results also showed that the resort can be classified as a beginner in its stage of digital maturity, conditioning this situation mainly in the dimensions Digital Intelligence Tools and Digital Presence. Additionally, the findings made it possible to verify evidence of potential theoretical alignment between OPM and MTD, where the strengthening of the former, as an organizational culture, can create the right environment for a market-oriented digital transformation.
publishDate 2023
dc.date.none.fl_str_mv 2023-10-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Blind Peer-reviewed Article
Artículo revisado por pares
Artigo avaliado por blind peer review
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revhosp.org/hospitalidade/article/view/1055
10.29147/revhosp.v20.1055
url https://www.revhosp.org/hospitalidade/article/view/1055
identifier_str_mv 10.29147/revhosp.v20.1055
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revhosp.org/hospitalidade/article/view/1055/1066
dc.rights.driver.fl_str_mv Copyright (c) 2023 Revista Hospitalidade
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2023 Revista Hospitalidade
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Anhembi Morumbi
publisher.none.fl_str_mv Universidade Anhembi Morumbi
dc.source.none.fl_str_mv Revista Hospitalidade; v. 20: Revista Hospitalidade v. 20 - 2023; 233-266
2179-9164
1807-975X
reponame:Revista Hospitalidade
instname:Universidade Anhembi Morumbi (ANHEMBI)
instacron:UAM
instname_str Universidade Anhembi Morumbi (ANHEMBI)
instacron_str UAM
institution UAM
reponame_str Revista Hospitalidade
collection Revista Hospitalidade
repository.name.fl_str_mv Revista Hospitalidade - Universidade Anhembi Morumbi (ANHEMBI)
repository.mail.fl_str_mv revhosp@revhosp.org||sergiomoretti@uol.com.br
_version_ 1809463276945276928

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