ATTRIBUTE OF THE HOTEL PERFORMANCES FOR MARKETING CAPABILITIES

Abstract

This paper was carried out with a view to finding out the effects of the Business Orientation (MO) on the efficiency of the hotel. In the sense of customer experience management capabilities and branding capabilities, the whole research was investigated. Within the region of the research, the influence of the potential for service innovation was also preserved. The efficiency of the hotel has also been complementary to these capabilities. By conducting a survey on the 218 hotels, the data for analysis was obtained. In the context of the three capabilities selected for the analysis, the association between the MO and hotel performance seems to be indirect.  The present study gives the hotel manager an advantage in categorizing these capabilities according to their job priority and rating them as the wish of the administration. The study was based on the integration of MO and resource-based view (RBV) and helps to understand the deep understanding of the capability relationship in the MO perspective.