Strategy, Profitability, and the Role of Sustainability in the Hotel Sector in Ecuador

Abstract

The objective of this article is to identify organizational configurations or sets of hotels that share a common profile along key distinct variables: profitability, resources and capabilities, general environment, leadership, strategy, and sustainability. Social, economic, and environmental dimensions of sustainability have been considered. This objective was achieved by completing a survey in a sample of hotels in Ecuador in 2019. The conclusions obtained from a cluster analysis reveal that sustainability is one of the key variables, along with technology and market orientation.