Strategic orientation of hotels: evidence from a contingent approach

Vincenza Odorici (), Manuela Presutti () and Marco Savioli ()
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Vincenza Odorici: Department of Management, University of Bologna, Italy
Manuela Presutti: Department of Management, University of Bologna, Italy
Marco Savioli: Department of Economics, University of Bologna, Italy; The Rimini Centre for Economic Analysis, Italy

Working Paper series from Rimini Centre for Economic Analysis

Abstract: This paper aims to answer the following interrelated research questions: 1) Do different dimensions of strategic orientation (entrepreneurial, learning and market orientation) have a direct effect on hotel performance? 2) Is the relationship between strategic orientation and the hotel performance contingent on some hotel-specific characteristics, such as size and rating? We test our hypotheses on a sample of 120 small hotels operating in Rimini, a very famous tourist destination. Our results show that while entrepreneurial and market orientation are positive drivers of lodging firm performance, learning orientation is not important. Moreover, the relationship between strategic orientation and performance is shown to be contingent on internal firm-related moderators (size and quality). In particular, both the number of rooms and star classification reinforce the performance achievement of hotels able to introduce innovations and follow a customer-oriented approach.

Keywords: strategic orientation; contingent approach; service firms; hotel industry (search for similar items in EconPapers)
JEL-codes: L83 Z3 (search for similar items in EconPapers)
Date: 2016-04, Revised 2016-05
New Economics Papers: this item is included in nep-bec, nep-cse, nep-sbm and nep-ure
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Persistent link: https://EconPapers.repec.org/RePEc:rim:rimwps:16-06

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