A orientação para o mercado sob a ótica da empresa e dos clientes na indústria hoteleira gaúcha

Abstract

Despite the notorious development of research in the market orientation field on the last fifteen years, there is a unilateral approach in these studies, based only in the perceptions of the organizations managers. Researches that deal with the perspective of the costumers - comparing with the company perception - are unusual. The aim of this article is to investigate the Market Orientation Gap in a research carried out with two tourism regions on the Rio Grande do Sul, Brazil. The scale developed by Deshpandé, Farley and Webster (1993) was employed here. The results show the existence of the market orientation gap in the industry analyzed. Moreover, the relation between market orientation and performance was observed, only at the company perspective, but no link was observed between customers' perception and the performance of the firms. Future research is needed to shade more light in this field of study.

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