The Impact of Market Orientation on Performance of Selected Hotels in Ondo State, Nigeria

Abstract

Market orientation has been identified as a critical success factor for business performance. However, this relationship has not been adequately investigated in the hotel industry especially in Nigeria. Consequently, the purpose of this study is to investigate the impact of market orientation practices on performance of selected hotels in Akure, Ondo State, Nigeria. The study further investigates if the age or size of a hotel influences market orientation practices. To achieve the objectives of the study, a cross-sectional research design was adopted. Data was collected with the aid of questionnaire from 68 hotels. The findings indicate that market orientation has impact on the performance of hotels. It was also found that the size of a hotel has no influence on market orientation practices but it is influenced by the age of the hotel. Therefore, the study provides new insights into the understanding of market orientation practices in the hotel industry