Investigating market orientation and positioning in star-rated hotels in Ghana

Robert Ebo Hinson · Ibn Kailan Abdul-Hamid · Ellis L.C. Osabutey

43 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Diverse Aspects of Tourism Research Innovation and Knowledge Management

Abstract

Purpose Market orientation and positioning have been widely recognized as organizational metrics linked to hotel performance. The purpose of this study is to offer the link among market orientation, positioning and hotel performance in Ghana’s (luxury) hotel sector. It also reports on the joint influence of market orientation and positioning on hotel performance in the same sector. Design/methodology/approach Three hypotheses were investigated on the link between market orientation and hotel performance, positioning and hotel performance, and the joint effect of market orientation and positioning on hotel performance. A survey of star-rated (luxury) hotels in the capital city of Ghana was used. One hundred and five responses were used in the analysis. Descriptive statistics, exploratory factor analysis and hierarchical regression were used to test the three hypotheses. Findings All hypotheses were accepted. Market orientation and positioning jointly affect hotel performance, and the study provides hotel managers with suggestions on how to enhance their performance via market orientation and positioning. Research limitations/implications Market orientation, positioning, and performance measures focused on management perspectives without including perceptions of customers. Originality/value This study is one of the few attempts to systematically investigate the intertwined concepts of market orientation, positioning and performance in a developing economy hospitality context.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 43 citations exist upstream.

References

1990The Effect of a Market Orientation on Business Profitability 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2000What is strategy 1990Market Orientation: The Construct, Research Propositions, and Managerial Implications 2005Market Orientation: A Meta-Analytic Review and Assessment of its Antecedents and Impact on Performance 1991New Product Diffusion Models in Marketing: A Review and Directions for Research 1999The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance 1996Musings on management. Ten ideas designed to rile everyone who cares about management.

Cited by

2020Understanding the emergence and development of online travel agencies: a dynamic evaluation and simulation approach 2019Market orientation and hotel performance: investigating the role of high-order marketing capabilities 2019Market orientation and hotel performance: The mediating effect of creative marketing programs 2020The differential and synergistic effects of market orientation and entrepreneurial orientation on hotel ambidexterity

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.