Market orientation and hotel industry: developing a measurement model

Sampaio, Carlos; Hernández-Mogollón, José Manuel; Rodrigues, Ricardo Gouveia

http://hdl.handle.net/10400.11/6283

Use this identifier to reference this record.

Name:	Description:	Size:	Format:
Artigo.pdf		230.66 KB	Adobe PDF	Download

Send Feedback

Authors

Sampaio, Carlos

Hernández-Mogollón, José Manuel

Rodrigues, Ricardo Gouveia

Abstract(s)

This study seeks to fill a gap in market orientation literature about the hotel industry and deals with the construction of a market orientation scale tailored based on a sample obtained from the hotel industry in a multicultural context. The proposed model has three dimensions: intelligence generation, intelligence dissemination and coordinated response to the client, competition and market structure domains. Research results indicate that the scale has good psychometric indicators. Content validity was assessed by questioning a group of marketing experts across Western Europe. Working data indicates that the proposed model holds convergent and discriminant validity as well reliability.

Keywords

Hotel industry Market orientation Scale construction

URI

http://hdl.handle.net/10400.11/6283

Citation

Sampaio, C. A. F., Hernández-Mogollón, J. M., & Rodrigues, R. G. (2019). Market orientation and hotel industry: developing a measurement model. Lecture Notes in Electrical Engineering (Vol. 505). https://doi.org/10.1007/978-3-319-91334-6_146.