Assessing the Role of Internal Market Orientation and Internal Capabilities in the Competitive Advantage of the Restaurant Sector in Malaysia

Globally, Malaysia was recognized as the 10th most-visited nation on the World Tourism Organisation. Yet there is still more to do to enhance this sector and the global ranking that has been achieved. In order to do so, more concern needs to be paid in building the competitive advantage of this sector, especially the restaurant sector, which is one of the main tourism sub-sectors. Consequently, the present paper investigates empirically the role of internal capabilities and IMO processes in enhancing the restaurant sector's competitive advantage in Malaysia. All the proposed hypotheses were supported and the suggestions for practitioners and future researchers were provided in the last section of the study.