Market Orientation, Strategy and Revenue Growth in the Turkish Hotel Industry

UNCP Author/Contributor (non-UNCP co-authors, if there are any, appear on document)
Dr. John Parnell, Belk Chair of Management (Creator)
Dr. James Doyle, Assistant Professor (Contributor)
The University of North Carolina at Pembroke (UNCP )
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Abstract: This empirical analysis of hotel properties in south-western Turkey draws on the market orientation, strategy, and capabilities literature to highlight the bene?ts of a differentiation strategy and customer-value focus for competitors in this industry. Relationship management and organizational resource management are key drivers of sales growth in this industry, and hotel operators facing high competitive intensity are particularly encouraged to develop these capabilities and to adopt a differentiation strategy instead of resorting to price cutting and other pricing and promotional tactics to grow revenues. Notable opportunities for future research include examining relationships between market orientation, customer satisfaction, and employee satisfaction in the Turkish hotel industry.

Additional Information

Journal of Travel & Tourism Marketing Vol. 32, No. 8
Language: English
Date: 2015
Turkey, hospitality, hotel, market orientation, strategy, capability, competitive intensity, performance

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