| Sumario: | Competitiveness is currently one of the central discussions in academia and business regarding the factors that affect it and allow organisations to differentiate themselves from their competitors and generate a competitive advantage in the market. In this context, the theory of resources and capabilities (VBR) has emerged as an alternative current that bases the source of competitiveness on the skills and internal dimensions of the organisation. Among these, it has been argued that factors such as marketing, management, innovation, quality and human talent can have a direct impact on the competitiveness of organisations dedicated to hotel services. Thus, from a formative approach, a confirmatory factor analysis is proposed to elucidate the key factors that affect competitiveness in the hotel sector. To this end, surveys are carried out in the hotel sector in Sucre, with the result that the factors of human talent and innovation are those that make it possible to build competitiveness in this sector, and to a lesser extent marketing, management and quality. Based on these results, discussions are held on the importance of the key factors in the competitiveness of the sector.
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