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

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

Carlos A. F. Sampaio, Ricardo Gouveia Rodrigues, José M. Hernández-Mogollón
Copyright: © 2021 |Volume: 29 |Issue: 1 |Pages: 18
ISSN: 1062-7375|EISSN: 1533-7995|EISBN13: 9781799859000|DOI: 10.4018/JGIM.2021010105
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MLA

Sampaio, Carlos A. F., et al. "Price Strategy, Market Orientation, and Business Performance in the Hotel Industry." JGIM vol.29, no.1 2021: pp.85-102. http://doi.org/10.4018/JGIM.2021010105

APA

Sampaio, C. A., Rodrigues, R. G., & Hernández-Mogollón, J. M. (2021). Price Strategy, Market Orientation, and Business Performance in the Hotel Industry. Journal of Global Information Management (JGIM), 29(1), 85-102. http://doi.org/10.4018/JGIM.2021010105

Chicago

Sampaio, Carlos A. F., Ricardo Gouveia Rodrigues, and José M. Hernández-Mogollón. "Price Strategy, Market Orientation, and Business Performance in the Hotel Industry," Journal of Global Information Management (JGIM) 29, no.1: 85-102. http://doi.org/10.4018/JGIM.2021010105

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Abstract

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.