Publication: La orientación al mercado en los yacimientos arqueológicos
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2014-05-07
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Universidad Complutense de Madrid
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Abstract
Propósito del estudio: Numerosos yacimientos arqueológicos se han transformado en productos para el consumo. La adopción de esta dimensión económica ha significado que sea imprescindible no comprometer la sostenibilidad de los mismos. El objetivo central de la investigación ha sido determinar las variables que constituyen un modelo de orientación al mercado en los yacimientos arqueológicos cuyos resultados se midan en criterios de sostenibilidad económica y social. • Diseño de la investigación: Al tratarse de un estudio exploratorio y dada la casi total ausencia de investigaciones relativas a la creación de valor en los yacimientos arqueológicos, ha sido preciso el desarrollo de dos investigaciones empíricas. El estudio cualitativo ha tenido el propósito primordial de averiguar si existe alguna relación entre la adopción de la orientación al mercado y la sostenibilidad en estos productos turísticos. Se ha empleado la Teoría Fundamentada como metodología, con el apoyo del paquete informático ATLAS/ti. La construcción de la Teoría Fundamentada se ha basado en 11 entrevistas en profundidad no estructuradas realizadas a expertos en gestión del patrimonio, la observación no participante de los mismos y la revisión de documentos. La investigación cuantitativa ha tenido por finalidad proponer un modelo de orientación al mercado encaminado a garantizar la sostenibilidad de los yacimientos arqueológicos. La validación del modelo predictivo se ha realizado mediante la técnica de mínimos cuadrados parciales (PLS), desarrollado a través del envío de un e-cuestionario. • Resultados: El modelo de la orientación al mercado en los yacimientos arqueológicos revela que es positivo que existan tres factores antecedentes: aversión al riesgo de la alta dirección, énfasis de la alta dirección turística y funcionalidad turística del recurso para la posterior adopción de la orientación al mercado; basada únicamente en los constructos generación de información y respuesta organizativa. A su vez, pone de manifiesto que el constructo generación de información tiene una influencia positiva en la sostenibilidad social de estos recursos y, de forma equivalente, la respuesta organizativa afecta positivamente en la sostenibilidad económica de éstos. • Limitaciones de la investigación: Las limitaciones teóricas y metodológicas más significativas han sido la ausencia de estudios anteriores relativos a la influencia comercial en la sostenibilidad de estos recursos con los que poder comparar y el limitado tamaño de la muestra alcanzado que supone un alto error muestral. • Implicaciones profesionales y académicas: La apropiada adopción de la orientación al mercado en los yacimientos arqueológicos genera beneficios sostenibles en el plano social y económico. El modelo de orientación al mercado en los yacimientos arqueológicos permite a las organizaciones encargadas en la gestión de estos recursos valorar si las actividades que desarrollan cumplen los criterios presentados, y les facilita un conjunto de estrategias que conducen al desarrollo sostenible social y económico de estos recursos. • Originalidad: El modelo propuesto confirma que existe una relación entre la orientación al mercado en los yacimientos arqueológicos y su sostenibilidad económica y social aplicando el modelo Markor. Se trata de una primera aproximación para futuras investigaciones que posibiliten una mejor vía para alcanzar la sostenibilidad en los recursos patrimoniales.
Research purpose: Many archaeological sites have transformed into consumer goods. The adoption of this economic dimension has meant that it is essential to not compromise their sustainability. The main objective of the study has been to determine the items that compose a model of market orientation in archaeological sites which results are measured in economic and social sustainable criteria. • Research design: Due to the exploratory nature of this study and the almost total lack of investigations about the value creation in archaeological sites, it has been necessary to develop two empirical researches. The primary focus of the qualitative study has been to find out whether or not there is any kind of relation between market orientation and the sustainability of these tourist products. Grounded Theory has been used as methodology, supported by ATLAS/ti software. The creation of Grounded Theory has been based on 11 non-structured interviews to experts of heritage management, non-participant observation and literature review. The main goal of the quantitative research has been proposing a market orientation model aimed at guaranteeing sustainability in archaeological sites. The validation of the predictive model has been done through Partial Least Squares analysis, which has been developed by delivering an e-questionnaire. • Results: The market orientation in archaeological sites model reveals a positive existence of three antecedent factors: risk aversion of top management, emphasis of top management and tourist functionality of the resource for the subsequent adoption of market orientation; which is only based in the constructs: information generation and organizational response. At the same time, it highlights that the construct information generation has a positive influence in the social sustainability of these resources and, equally, the organizational response affects positively their economic sustainability. • Research limitations: The most meaningful theoretical and methodological limitations have been the lack of previous studies relating to its commercial influence in the sustainability of these assets that allow comparison; and the reduced sample size that provides a high sampling error. • Professional and academic implications: The appropriate adoption of market orientation in archaeological sites generates sustainable benefits at a social and economic level. The market orientation in archaeological sites model permits on one hand to the responsibles of the managing of these resources to assess whether the activities developed fulfil or not the exposed criteria. On the other hand, it is a proven record in developing streaming strategies for the development of social and economic sustainability. • Originality: The proposed model confirms that, when applying the Markor model, there is a positive relation between market orientation in archaeological sites and their economic and social sustainability. In this regard, it represents a first approximation for future researches that will enable them a better approach to accomplish sustainability in heritage assets.
Research purpose: Many archaeological sites have transformed into consumer goods. The adoption of this economic dimension has meant that it is essential to not compromise their sustainability. The main objective of the study has been to determine the items that compose a model of market orientation in archaeological sites which results are measured in economic and social sustainable criteria. • Research design: Due to the exploratory nature of this study and the almost total lack of investigations about the value creation in archaeological sites, it has been necessary to develop two empirical researches. The primary focus of the qualitative study has been to find out whether or not there is any kind of relation between market orientation and the sustainability of these tourist products. Grounded Theory has been used as methodology, supported by ATLAS/ti software. The creation of Grounded Theory has been based on 11 non-structured interviews to experts of heritage management, non-participant observation and literature review. The main goal of the quantitative research has been proposing a market orientation model aimed at guaranteeing sustainability in archaeological sites. The validation of the predictive model has been done through Partial Least Squares analysis, which has been developed by delivering an e-questionnaire. • Results: The market orientation in archaeological sites model reveals a positive existence of three antecedent factors: risk aversion of top management, emphasis of top management and tourist functionality of the resource for the subsequent adoption of market orientation; which is only based in the constructs: information generation and organizational response. At the same time, it highlights that the construct information generation has a positive influence in the social sustainability of these resources and, equally, the organizational response affects positively their economic sustainability. • Research limitations: The most meaningful theoretical and methodological limitations have been the lack of previous studies relating to its commercial influence in the sustainability of these assets that allow comparison; and the reduced sample size that provides a high sampling error. • Professional and academic implications: The appropriate adoption of market orientation in archaeological sites generates sustainable benefits at a social and economic level. The market orientation in archaeological sites model permits on one hand to the responsibles of the managing of these resources to assess whether the activities developed fulfil or not the exposed criteria. On the other hand, it is a proven record in developing streaming strategies for the development of social and economic sustainability. • Originality: The proposed model confirms that, when applying the Markor model, there is a positive relation between market orientation in archaeological sites and their economic and social sustainability. In this regard, it represents a first approximation for future researches that will enable them a better approach to accomplish sustainability in heritage assets.
Description
Tesis inédita de la Universidad Complutense de Madrid, Facultad de Ciencias Económicas y Empresariales, leída el 14/02/2014