Communication effectiveness in small and medium-sized enterprises in the tourism sector in a highly competitive environment
DOI:
https://doi.org/10.47557/PIMC7952Keywords:
tourism SMEs, organizational communication, business, Mexico, competitivenessAbstract
The global economic situation makes it increasingly difficult to keep small and medium-sized enterprises (SMEs) competitive. The objective of this article is to determine the relationship between Time and Delivery of Information (TDI), Access to Information (AI), Use of Information (UI) and Exchange of Information (EI), regarding their Communication Effectiveness (CE).
260 tourist SMEs are analyzed using a regression model. The results indicate that all the variables are influential to CE, it stands out that EI is the variable with the greatest influence on CE, while TDI is the least influential. It concludes on the importance of CE for the performance of these organizations.
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