Human resource management strategy with integrated marketing strategy to increase competitive advantage in tourism industry SMEs; [Estrategia de gestión de recursos humanos con estrategia de marketing integrada para aumentar la ventaja competitiva en las PYMES de la industria turística]

Adya Hermawati; Abimanyu Tuwuh Sembhodo; Wahju Wulandari; Suwarta Suwarta

doi:10.22201/fca.24488410e.2026.5733

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Human resource management strategy with integrated marketing strategy to increase competitive advantage in tourism industry SMEs; [Estrategia de gestión de recursos humanos con estrategia de marketing integrada para aumentar la ventaja competitiva en las PYMES de la industria turística]

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Adya Hermawati, Abimanyu Tuwuh Sembhodo, Wahju Wulandari, Suwarta Suwarta

2026 Contaduria y Administracion Vol. 71 Issue 4 Article Cited by 0

Abstract

This study aims to provide empirical evidence of collaboration from human resource management strategies that are proxied by quality of work life and rewards as well as marketing strategies that are proxied by spiritual marketing and a culture of innovation towards competitive advantage mediated by market orientation in the SMEs tourism industry in East Java, Indonesia. The population of this study is all employees of the tourism industry SMEs in East Java, Indonesia. The sample used was in accordance with the established criteria so that a total of 1320 respondents were obtained. Path analysis is used for data processing. The research findings show that spiritual marketing, innovation culture, quality of work life and rewards have an impact on market orientation. In addition, market orientation mediates between spiritual marketing relationships, a culture of innovation, quality of work life and rewards for competitive advantage. The implication of this research is the importance of collaborating between human resource management strategies and marketing strategies to increase the competitive advantage of SMEs in the tourism industry, considering that the tourism industry has a global impact on national income. In addition, this study can also contribute to the government in formulating policies related to SMEs in the tourism industry. © 2019 Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración. All rights reserved.0186-1042/©2019 Universidad Nacional Autónoma de México, Facultad de Contaduría y Administración. This is an open access article under the CC BY-NC-SA (https://creativecommons.org/licenses/by-nc-sa/4.0/).

Affiliations

Universitas Widyagama, Indonesia; Universitas Indonesia, Indonesia; Universitas Widyagama Malang, Indonesia

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