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Dirigir la empresa turística con orientación estratégica al mercado

Author

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  • José Alberto Martínez González

Abstract

Para dirigir la empresa turística con éxito el directivo debe hacer lo posible por orientar la organización al mercado y al consumidor, lo cual conlleva aceptar que el marketing tiene una importancia estratégica que va más allá de lo meramente funcional. Por otra parte, los directivos no deben adoptar el marketing estratégico de un modo improvisado, sino que deben hacer uso del contenido científico acerca del mismo. Por último, no puede orientarse la empresa al mercado si no se conoce y comprende el proceso por el cual los turistas adoptan decisiones de compra. En este marco este paper constituye una revisión de estos tres aspectos claves de la nueva dirección y liderazgo de la empresa turística.

Suggested Citation

  • José Alberto Martínez González, 2016. "Dirigir la empresa turística con orientación estratégica al mercado," Turismo y Desarrollo Local, Servicios Académicos Intercontinentales SL, issue 21, December.
  • Handle: RePEc:erv:turdes:y:2016:i:21:46
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