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Advisor(s)
Abstract(s)
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.
Description
Keywords
Business performance Hospitality industry Hotel industry Market orientation Mediating effect PLS Pricing strategy Tourism marketing
Citation
Sampaio, C. A. F., Rodrigues, R. G., & Hernández-Mogollón, J. M. (2021). Price Strategy, Market Orientation, and Business Performance in the Hotel Industry. Journal of Global Information Management, 29(1), 85–102. https://doi.org/10.4018/jgim.2021010105