Providing a model for the performance of tourist hotels based on market orientation: the mediating role of strategic marketing plans (case study: Isfahan tourist hotels)

Subject Areas :

امیر  گندمکار ¹ (نویسنده مسئول، دانشیار مرکز تحقیقات گردشگری، گروه جغرافیا، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.)
علی  لوافان ² (دکتری تخصصی مدیریت منابع انسانی، مدیرعامل و رئیس هیأت مدیره هتل پیروزی، اصفهان، ایران.)
مریم  اشتر ³ (کارشناس ارشد مدیریت اجرایی، واحد نجف آباد، دانشگاه آزاد اسلامی، نجف آباد، ایران.)

Received: 2023-03-12 Accepted : 2023-07-18 Published : 2023-08-11

Keywords: Market Orientation, Mediating Role, Key words: hotel performance, strategic marketing plans and Isfahan tourist hotels,

Abstract :

AbstractIn the tourism industry, which has its own complexities, lack of planning cannot have a place; Because this industry is knowledge-based, scientific and program-oriented, and having a strategic plan in the marketing of this industry, especially hotel industry, satisfies the market demand. This research was conducted with the aim of "investigating the impact of market orientation on the financial performance of tourist hotels in Isfahan according to the mediating role of the meaningfulness of marketing plans and the novelty of marketing plans"; In terms of the method, it is a descriptive-survey of the correlation type with an applied nature and cross-sectional in terms of time. The statistical population of this research includes all the tourist hotels in Isfahan, which was selected as a statistical sample using the census method of 110 hotels. The measuring tool of the research was two standard questionnaires from reliable sources for the variables of market orientation, financial performance, meaningfulness and novelty of marketing programs, which was calculated to measure the validity of the questionnaires using the form and content method and to determine its reliability, Cronbach's alpha was calculated. Its value was estimated as 0.910. Data analysis was done using Spss26 and Amos24 software. The Kolmogorov-Smirnov test was used to check the normality of the data, and the structural equation method was used to test the hypotheses. The results of the research showed that in Isfahan tourist hotels, market orientation (customer orientation, competitor orientation, and functional integration) has an effect on hotel performance with the mediating role of strategic marketing plans. It was also determined by Baron and Kenny's method that the meaningfulness and novelty of marketing programs have an incomplete mediating role in the relationship between market orientation and hotel performance.

References:

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_||_

-Alsem. K.J, (2006),Strategic Marketing ،An Applied Perspective, McGRAW. Hill. A School of Management Sciences, Suratthani Rajabhat University, Suratthani, Thailand.
-Amabile, T. M., & Pratt, M. G. (2016). The dynamic componential model of creativity and innovation in organizations: Making progress, making meaning. Research in Organizational Behavior, 36, 157–183.
-Anderson, N., Potočnik, K., & Zhou, J. (2014). Innovation and creativity in organizations: A state-of-the-science review, prospective commentary, and guiding framework. Journal of Management, 40(5), 1297–1333.
-Anh, T. T., & Thong, N. N. (2017). Innovation of the firm: How to create performance from capability. Journal of Economic Development, 24(4), 64–84.
-Basirat, E. (2016). Formulate strategies for the development of sustainable tourism Shiraz city with SWOT Approach, Approach. M.Sc. Thesis, Payame Noor. University, shiraz. (In Persian).
-Buhalis, D. (1999), Marketing the competitive destination of the future, Tourism management, 21, 97-112.
-Camarero, C., Garrido, M. J., & Vicente, E. (2019). Does it pay off for museums to foster creativity? The complementary effect of innovative visitor experiences. Journal of Travel & Tourism Marketing, 36(2), 144–158.
-Cheng, C. C., & Krumwiede, D. (2010). The effects of market orientation and service innovation on service industry performance: An empirical study. Operations Management Research.
-Dabrowski, D., Brzozowska-Woś, M., Gołąb-Andrzejak, E., Firgolska, A. (2019). Market orientation and hotel performance: The mediating effect of creative marketing programs, Journal of Hospitality and Tourism Management, Volume 41, Pages 175-183.
-del-Corte-Lora, V., Vallet-Bellmunt, T. M., & Molina-Morales, F. X. (2017). How network position interacts with the relation between creativity and innovation in clustered firms. European Planning Studies, 25(4), 561–582
-Devece, C., Llopis-Albert, C., & Palacios-Marqués, D. (2017). Market orientation, orga- nizational performance, and the mediating role of crowdsourcing in knowledge-based firms. Psychology and Marketing, 34(12), 1127–1134.
-Dogru, T. Mody, M., Line, N., Suess, C., Hanks, L., Bonn, M. (2020). Investigating the whole picture: Comparing the effects of Airbnb supply and hotel supply on hotel
فصلنامه مطالعات کمی در مدیریت...................................................................... / 33
performance across the United States, Tourism Management, Volume 79, August 2020, 104094.
-Ellis, P. D. (2006). Market orientation and performance: A meta-analysis and cross-national comparisons. Journal of Management Studies, 43(5), 1089–1107.
-Ferreira, J., Coelho, A., & Moutinho, L. (2018). Dynamic capabilities, creativity and in- novation capability and their impact on competitive advantage and firm perfor- mance: The moderating role of entrepreneurial orientation. Technovation.
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-Grissemann, U., Plank, A., & Brunner-Sperdin, A. (2013). Enhancing business perfor- mance of hotels: The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347–356.
-Harris, L. C. (2001). Market orientation and performance: Objective and subjective empirical evidence from UK companies. Journal of Management Studies, 38(January), 17–43.
-Heimonen, J., & Kohtamäki, M. (2019). Measuring new product and service portfolio advantage. The International Entrepreneurship and Management Journal, 15(1), 163–174.
-Hinson, R. E., Abdul-Hamid, I. K., & Osabutey, E. L. C. (2017). Investigating market orientation and positioning in star-rated hotels in Ghana. International Journal of Contemporary Hospitality Management, 29(10), 2629–2646.
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-Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2018). Market orientation, posi- tioning strategy and brand performance. Industrial Marketing Management. https:// doi.org/10.1016/j.indmarman.2018.11.004 (April), 0–1.
-Jogaratnam, G. (2017). How organizational culture influences market orientation and business performance in the restaurant industry. Journal of Hospitality and Tourism Management, 31, 211–219.
-Kaliappen, N., Hilman, H., & Abubakar, A. (2017). Market orientation and performance: The mediating effect of service quality and moderating effect of star rating system. Journal of Business and Retail Management Research, 11(3), 165–179.
-Kattara, H. S., & El-Said, O. A. (2013). Innovation strategies: The implementation of creativity principles in Egyptian hotels. Tourism and Hospitality Research, 13(3), 140–148.
04 / ....................... ارائه مدلی برای عملکرد هتلهای توریستی براساس ...
-Knudsen, M. P., & Çokpekin, Ö. (2012). Does organizing for creativity really lead to in- novation? Creativity and Innovation Management, 21(3), 304–314.
-Kohli, A.K., JaworskiI, B.J. (1990). Market Orientation: Review, Refinement and Road Map. Journal of Market Focused Management,23(5):56-78.
-Lee, C., Hallak, R., & Sardeshmukh, S. R. (2019). Creativity and innovation in the res- taurant sector: Supply-side processes and barriers to implementation. Tourism Management Perspectives, 31, 54–62.
-Lee, Y. K., Kim, S. H., Seo, M. K., & Hight, S. K. (2015). Market orientation and business performance: Evidence from franchising industry. International Journal of Hospitality Management, 44, 28–37.
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-Mamun, A., Mohiuddin, M., Fazal, S. A., & Ahmad, G. B. (2018). Effect of entrepreneurial and market orientation on consumer engagement and performance of manufacturing SMEs. Management Research Review, 41(1), 133–147.
-Masa’deh, R., Obeidat, B. Y., Al-Dmour, R. H., & Tarhini, A. (2015). Knowledge management strategies as intermediary variables between IT-business strategic alignment and firm performance. European Scientific Journal, 11(7), 344–368.
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-Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(4), 20–35.
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