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espanolEsta investigacion permitio validar un modelo de influencia de la intencion de aprendizaje de marketing, motivacion personal y capacidad de absorcion de conocimiento de marketing en la adquisicion de conocimiento tacito de marketing y esto a su vez en la transferencia de conocimiento tacito de marketing entre los empleados de pequenas y medianas empresas hoteleras en la ciudad de Playa del Carmen, Quintana Roo, Mexico. A traves de una investigacion cuantitativa y transversal, se integraron 229 empleados del sector hotelero. Los resultados mostraron que la motivacion personal y la intencion de aprender marketing intervienen positivamente en la adquisicion de conocimiento tacito de marketing y, con influencia de la capacidad de absorcion del conocimiento de marketing, impactan directamente la transferencia de conocimiento tacito de marketing. EnglishThis research provided the validation of a model of the influence of marketing learning intention, personal motivation and absorptive capacity of marketing knowledge on the acquisition of tacit marketing knowledge and this in turn on the transfer of tacit knowledge of marketing between the employees of small and medium size hotels in the city of Playa del Carmen, Quintana Roo, in Mexico. Through a quantitative and transversal investigation, 229 employees of the hotel sector were integrated. The results showed that personal motivation and the intention to learn marketing positively intervene in the acquisition of tacit knowledge of marketing and, influenced by the capacity of absorption of marketing knowledge, directly affect the transfer of tacit knowledge of marketing.

Incidence of variables in the Transfer of Tacit Knowledge of Marketing in the hotel sector of Playa del Carmen city, Mexico