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
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
相关论文
共 82 条
[1]   Dynamic pricing strategies: Evidence from European hotels [J].
Abrate, Graziano ;
Fraquelli, Giovanni ;
Viglia, Giampaolo .
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2012, 31 (01) :160-168
[2]  
Agarwal S., 2003, J SERV MARK, V17, P68, DOI [DOI 10.1108/08876040310461282, 10.1108/08876040310461282]
[3]   The Role of Physical Environment, Price Perceptions, and Consumption Emotions in Developing Customer Satisfaction in Chinese Resort Hotels [J].
Ali, Faizan ;
Amin, Muslim ;
Ryu, Kisang .
JOURNAL OF QUALITY ASSURANCE IN HOSPITALITY & TOURISM, 2016, 17 (01) :45-70
[4]  
Bazazo I., 2017, International Journal of Business Administration, V8, P79, DOI DOI 10.5430/IJBA.V8N4P79
[5]   SELECTED DETERMINANTS OF CONSUMER SATISFACTION AND COMPLAINT REPORTS [J].
BEARDEN, WO ;
TEEL, JE .
JOURNAL OF MARKETING RESEARCH, 1983, 20 (01) :21-28
[6]  
Bojanic D. C., 1996, Journal of Hospitality & Leisure Marketing, V4, P5, DOI 10.1300/J150v04n01_02
[7]  
Booking Holdings Inc, 2019, 2018 ANN REP
[8]   Market orientation in mid-range service, urban hotels: How to apply the MKTOR instrument [J].
Campo, Sara ;
Diaz, Ana M. ;
Yaguee, Maria J. .
INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2014, 43 :76-86
[9]   A mediation model between dimensions of social capital [J].
Castro, Ignacio ;
Roldan, Jose L. .
INTERNATIONAL BUSINESS REVIEW, 2013, 22 (06) :1034-1050
[10]   DIFFERENTIAL MEDIATING EFFECTS OF RADICAL AND INCREMENTAL INNOVATION ON MARKET ORIENTATION-PERFORMANCE RELATIONSHIP: A META-ANALYSIS [J].
Chang, Woojung ;
Franke, George ;
Butler, Timothy ;
Musgrove, Carolyn ;
Ellinger, Alexander .
JOURNAL OF MARKETING THEORY AND PRACTICE, 2014, 22 (03) :235-249