Jorge Zárate / 22 August 2025 Introduction: A Level Playing Field for Tourism Insights Why Normalization Matters in Tourism Benchmarking. In tourism benchmarking, numbers can be misleading if we don’t compare them properly. Large destinations often dominate the charts simply because of their scale, while smaller destinations with strong growth remain hidden. To make fairContinue reading “Data Normalization”
Category Archives: Business
A Learning Organization
By Jorge Zárate – jorgezarate.net Abstract In today’s highly dynamic and service-driven travel and tourism industry, organizations must evolve beyond traditional operational models to remain competitive. This article explores the concept of a learning organization within the context of tourism, emphasizing how systematic learning at all levels, individual, team, and organizational, can lead to continuousContinue reading “A Learning Organization”
Building and Maintaining Institutions in Travel and Tourism: The Role of Destination Marketing and Trade Promotion
“Neoclassical government building representing institutional strength.” Jorge Zárate Introduction In the modern global economy, the travel and tourism industries play a crucial role in fostering economic growth, cultural exchange, and international cooperation. As global connectivity increases and competition among destinations intensifies, the need for well-structured and reliable institutions becomes paramount. Institutions—understood as the set ofContinue reading “Building and Maintaining Institutions in Travel and Tourism: The Role of Destination Marketing and Trade Promotion”
Intellectual Capital in Travel & Tourism
6, april, 2025 Jorge Zárate Introduction In the travel and tourism industry, knowledge isn’t just power—it’s profit. From customer preferences to crisis response protocols, intellectual capital (IC) drives competitive advantage (Bontis, 1998). But how do we measure something as intangible as knowledge? Unlike physical assets, IC doesn’t appear on balance sheets, yet it’s often theContinue reading “Intellectual Capital in Travel & Tourism”
