Marketing capability, entrepreneurship and organizational innovation inhotel sector

The objective of this research was to determine whether the sustainable competitiveness of micro, small and medium hotel companies in the city of Ensenada, Baja California, Mexico, it is explained by some of the endogenous variables analyzed: ability of marketing, entrepreneurship or organizational innovation, as an alternative to confront the problem of low flow of tourist in the State as a result of a perception abroad as a violent and unsafe place. Through the cited literature, surveys and structured interviews, applied to the involved agents in these companies, it was possible to determine the variables that explain further its sustainable competitiveness