Strategies for market orientation in the tourism sector of Balneário Camboriú and Bombinhas (SC, Brazil)

Abstract

The growing competitiveness of the tourism sector demands from the organizations a greater capacity in responding to the marketing demands. In this context the market orientation (MO) assumes a relevant role regarding the intensification and maintenance of businesses. The MO has been the focus of several studies which the main findings correlate the superior development of the organizations in different aspects of the business performance. Considering the relevance of the theme, this study characterized as research-type survey, descriptive type, had the objective of analyzing the scale determinants for the OM level evaluation proposed by Hoorley, Saunders and Piercy (2005) in the companies context in the food sector also the lodging in two cities in the central north coast of Santa Catarina state (Brazil): Balneário Camboriú e Bombinhas, in which the tourism represents the main economic source. We have sought to evaluate the relation between the OM and the subjective financial results according to the manager’s perception, and comparing the OM level development between the two cities. The findings do not present clear evidences that a major level of OM can influence positively or negatively in the financial results of the researched organizations. The association between financial development, OM and their determinants had been less significant in the evaluation of the two cities. The research has also indicated that the OM global construct is positive and significant with all of its determinants.