COMPETITIVE RESOURCES AND PERFORMANCE IN HOTELS OF DISTRITO FEDERAL: THE CONSUMERS’ PERSPECTIVE

Abstract

The purpose of this paper is to evaluate the influence of strategic resources of hotel firms on their performance, from the consumers’ perspective. Firms are heterogeneous sets of resources, which enables different strategies in the search for competitive advantage. This study uses secondary data on hotel firms in the city of Brasilia in the Distrito Federal (Federal District), taken from the website www.booking.com.br. The data were submitted to simple and multiple regressions analyses. The simple regression analysis indicated a significant influence of Location, Cleanliness, Employees, Comfort, Amenities, and Cost-Benefit on the firms’ performance. These results corroborate the view that these resources are valuable to the firms analyzed. In contrast, the multiple regression analysis indicated that only Location had a significant influence on firms’ performance. This output suggests 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