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Change or perish: Examining the role of human capital and dynamic marketing capabilities in the hospitality sector

机译：改变或灭亡：审查人力资本和动态营销能力在酒店部门的作用

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Many researchers have endeavored to explain which factors contribute to sustainable competitive advantage. Toward this end, this study contributes to the marketing and hospitality management literature by providing empirical evidence on how human capital, dynamic marketing capabilities, and market dynamism influence competitive advantage in the hotel sector. We collected cross-sectional survey data from marketing and sales managers in 165 hotels, along with in-depth interviews in three hotels, based in four Gulf Cooperation Council (GCC) countries, namely, Saudi Arabia, Qatar, United Arab Emirates and Bahrain. The findings reveal that human capital directly, and indirectly through dynamic marketing capabilities, plays a critical role on developing competitive advantage. To contextualize this role, our research reveals that market dynamism moderates the mediated relationship between human capital and competitive advantage via market sensing capabilities. We discuss how the findings offer theoretical and managerial implications for the development of competitive advantage in the hotel sector.
机译：许多研究人员致力于解释哪些因素有助于可持续的竞争优势。为此，本研究通过提供有关人力资本，动态营销能力和市场活力如何影响酒店部门的竞争优势，为营销和酒店管理文献带来了营销和酒店管理文献。我们从165家酒店收集了营销和销售管理人员的横断面调查数据，以及在四家酒店的三家酒店的深入访谈，即在四个海湾合作委员会（GCC）国家，即沙特阿拉伯，卡塔尔，阿拉伯联合酋长国和巴林。这些调查结果表明，人力资本直接，间接通过动态营销能力，对发展竞争优势起着关键作用。为了上下情境化这一角色，我们的研究表明，市场活力通过市场传感能力使人力资本与竞争优势之间的介导关系进行了培养。我们讨论了调查结果如何为酒店部门的竞争优势的发展提供理论和管理的影响。

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