Price Strategy, Market Orientation, and Business Performance in the Hotel Industry

Bibliographic Details
Main Author: Sampaio, Carlos
Publication Date: 2021
Other Authors: Rodrigues, Ricardo, Hernandez-Mogollón, José M.
Format: Article
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10400.6/11519
Summary: This study seeks to study the relationship between market orientation and business performance and to evaluate the mediating effect of adopting a low-price strategy in this relationship in the hotel industry. A sample from the Spanish and Portuguese hotel industry is used. Results show that the effect of market orientation on business performance is positive and direct. On the other hand, the results do not confirm the mediating effect of a strategy based on low-price in the strength of this relationship. Moreover, results indicate that a price strategy based on low-price is negatively related to hotel business performance.
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network_name_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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spelling Price Strategy, Market Orientation, and Business Performance in the Hotel IndustryBusiness performanceHospitality industryHotel industryMarket orientationMediating effectPLSPricing strategyTourism marketingThis study seeks to study the relationship between market orientation and business performance and to evaluate the mediating effect of adopting a low-price strategy in this relationship in the hotel industry. A sample from the Spanish and Portuguese hotel industry is used. Results show that the effect of market orientation on business performance is positive and direct. On the other hand, the results do not confirm the mediating effect of a strategy based on low-price in the strength of this relationship. Moreover, results indicate that a price strategy based on low-price is negatively related to hotel business performance.uBibliorumSampaio, CarlosRodrigues, RicardoHernandez-Mogollón, José M.2021-12-29T11:17:26Z20212021-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10400.6/11519eng10.4018/JGIM.2021010105info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-03-11T15:51:15Zoai:ubibliorum.ubi.pt:10400.6/11519Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-29T01:29:40.083056Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
title Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
spellingShingle Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
Sampaio, Carlos
Business performance
Hospitality industry
Hotel industry
Market orientation
Mediating effect
PLS
Pricing strategy
Tourism marketing
title_short Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
title_full Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
title_fullStr Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
title_full_unstemmed Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
title_sort Price Strategy, Market Orientation, and Business Performance in the Hotel Industry
author Sampaio, Carlos
author_facet Sampaio, Carlos
Rodrigues, Ricardo
Hernandez-Mogollón, José M.
author_role author
author2 Rodrigues, Ricardo
Hernandez-Mogollón, José M.
author2_role author
author
dc.contributor.none.fl_str_mv uBibliorum
dc.contributor.author.fl_str_mv Sampaio, Carlos
Rodrigues, Ricardo
Hernandez-Mogollón, José M.
dc.subject.por.fl_str_mv Business performance
Hospitality industry
Hotel industry
Market orientation
Mediating effect
PLS
Pricing strategy
Tourism marketing
topic Business performance
Hospitality industry
Hotel industry
Market orientation
Mediating effect
PLS
Pricing strategy
Tourism marketing
description This study seeks to study the relationship between market orientation and business performance and to evaluate the mediating effect of adopting a low-price strategy in this relationship in the hotel industry. A sample from the Spanish and Portuguese hotel industry is used. Results show that the effect of market orientation on business performance is positive and direct. On the other hand, the results do not confirm the mediating effect of a strategy based on low-price in the strength of this relationship. Moreover, results indicate that a price strategy based on low-price is negatively related to hotel business performance.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-29T11:17:26Z
2021
2021-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10400.6/11519
url http://hdl.handle.net/10400.6/11519
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 10.4018/JGIM.2021010105
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron:RCAAP
instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
instacron_str RCAAP
institution RCAAP
reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
collection Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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