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El desempeño económico y social en hoteles de México: el papel del recurso humano y la estrategia de mercadotecnia verde308
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El objetivo de este trabajo fue analizar la relación del recurso humano (RH) y la estrategia de mercadotecnia verde (EMV) con el desempeño económico (DE) y el desempeño social (DS) de Oaxaca, México. Se creó un modelo de investigación de acuerdo con la teoría basada en los recursos y capacidades (TRC). Para analizar la relación entre variables, se aplicaron cuestionarios de manera personal y las hipótesis fueron probadas con un modelo de ecuaciones estructurales a través de la técnica Partial Least Squares (PLS) con el uso del software Smart PLS 4.0. Se hallaron relaciones positivas y significativas entre el RH, la EMV y el DE y DS del sector hotelero de Oaxaca. La limitación del estudio radica en que se trató de una muestra de únicamente 157 hoteles de un estado de la República. El valor de la investigación se halla en que intenta examinar el DE y DS en el contexto oaxaqueño, poniendo especial énfasis en la identificación y comprensión de los factores que explican el DS. Se concluye que el RH y la EMV juegan un papel importante en obtener mejores desempeños económico y social en la muestra de hoteles analizada y, que a la luz del contexto de post-pandemia, los negocios hoteleros pueden echar mano de estos recursos y estrategias para alcanzar mejores resultados financieros, comerciales y sociales.
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