How to Improve Hotel Distribution Performance After Covid-19?

• 영문명: How to Improve Hotel Distribution Performance After Covid-19?
• 발행기관: 한국유통과학회
• 저자명: I Gusti Agung Gede WITARSANA Prastha ADYATMA
• 간행물 정보: 『유통과학연구(JDS)』제21권 제11호, 31~43쪽, 전체 13쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.11.30

영문 초록

Purpose: The Covid-19 outbreak has severely impacted the hotel industry. Especially in the new normal period, hotel management is attempting to overcome hardship and improve their hotels' performance using various strategies. There are few studies on increasing post-covid-19 hotel performance through market orientation, market strategy, and service innovation. This study intends to evaluate the impact of market orientation, market strategy, and service innovation on hotel performance post-covid-19. This study has significant ramifications for hotel managers seeking post-covid-19 measures to enhance hotel performance. Research design, data and methodology: This research includes 163 managers of 3, 4, and 5-star hotels. SEM-PLS is used to investigate the direct and indirect relationships between variables. Results: The study findings reveal that market orientation and service innovation have a direct impact on hotel performance. In contrast, the market strategy has no direct effect on hotel performance. Also, service innovation did not significantly mediate the relationship between market orientation and service innovation and hotel performance. Also, service innovation is proven not to mediate significantly on the effect of market strategy on hotel performance. Conclusions: Hotel performance is directly influenced by market orientation and service innovation. Also, service innovation mediates the impact of market orientation on hotel performance.

목차

1. Introduction

2. Literature Review

3. Research Methods and Materials

4. Result and Discussion

5. Conclusions

References

키워드

Hotel Performance Market Orientation Market Strategy Service Innovation Hotel Distribution Strategy