Price Strategy, Market Orientation, and Business Performance in the Hotel Industry

被引：12
|
作者：
Sampaio, Carlos A. F. [1 ,2 ]
Rodrigues, Ricardo Gouveia [2 ]
Hernandez-Mogollon, Jose M. [3 ]
机构：
[1] Inst Politecn Castelo Branco, Castelo Branco, Portugal
[2] Univ Beira Interior, NECE, Covilha, Portugal
[3] Univ Extremadura, Badajoz, Spain
来源：
JOURNAL OF GLOBAL INFORMATION MANAGEMENT | 2021年 / 29卷 / 01期
关键词：
Business Performance; Hospitality Industry; Hotel Industry; Market Orientation; Mediating Effect; PLS; Pricing Strategy; Tourism Marketing; TOTAL QUALITY MANAGEMENT; ENTREPRENEURIAL ORIENTATION; CUSTOMER SATISFACTION; COMPETITIVE ADVANTAGE; SERVICE; MODEL; ANTECEDENTS; PERCEPTIONS; IMPACT; INNOVATIVENESS;
D O I：
10.4018/JGIM.2021010105
中图分类号：
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号：
1205 ; 120501 ;
摘要：
This study seeks to study the relationship between market orientation and business performance and to evaluate the mediating effect of adopting a low-price strategy in this relationship in the hotel industry. A sample from the Spanish and Portuguese hotel industry is used. Results show that the effect of market orientation on business performance is positive and direct. On the other hand, the results do not confirm the mediating effect of a strategy based on low-price in the strength of this relationship. Moreover, results indicate that a price strategy based on low-price is negatively related to hotel business performance.
引用
收藏
页码：85 / 102
页数：18
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