ABSTRACT:
This paper aims to evaluate the influence of strategic resources of firms in the hotel sector on their performance, from the perception of consumers. Firms comprise heterogeneous sets of resources, which enable different strategies for gaining competitive advantage. This research involves secondary data on hotel companies in the Brazilian Distrito Federal, available on the website www.booking.com.br. The data were analyzed using simple and multiple regressions analysis. The results of the simple regression analysis indicated the significant influence of Location, Cleanliness, Employees, Comfort, Amenities, and Cost-Benefit on the firm’s performance. These results corroborate the view that these resources are valuable for the analyzed firms. Multiple Regression Analysis, on the other hand, indicated that only Location had a significant influence on the firm’s performance. The results suggest that Location is a strategic resource perceived by consumers and capable of generating a sustainable competitive advantage. The prevalence of Location puts in perspective the role of quality of services for the competitiveness of hotel establishments in the context analyzed.
KEYWORDS:
Strategy; Resources; Hotels; Competitiveness; Performance