| Autor: |
Sari, Tria Mei Dian, Indriani, Farida |
| Zdroj: |
Journal of Hospitality and Tourism Insights; November 2022, Vol. 6 Issue: 5 p2339-2358, 20p |
| Abstrakt: |
Purpose: This study examines how market orientation (MO) affects hotel performance through the value-based marketing innovation intermediate function. Design/methodology/approach: :Structural equation modeling-partial least squares (SEM-PLS) analyses are performed to assess the proposed research model on a sample of 166 three-to-five-star hotels located in six provinces of Java Island, Indonesia. Findings: The findings indicate that MO influences value-based marketing innovation and hotel performance. Additionally, it was demonstrated that value-based marketing innovation mediates the indirect link between MO and hotel performance. Practical implications: This research encourages the managers of hotels to adopt MO as the company's culture and to pay close attention to value-based marketing innovation to recognize the potential benefit of MO in hotel performance enhancement. Originality/value: This research focuses on unifying MO and resource-based view into a cohesive approach to better understand the link between MO and value-based marketing innovation and how both aspects affect hotel performance. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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