Effect of Customer Orientation and Entrepreneurial Orientation on Innovativeness - Case Study - Hospitality And Tourism

Internal Code: IAH235

Tourism And Hospitality Assignment:

While researchers have explored the relationship between customer orientation, entrepreneurship and innovativeness with business performance in different organizations, few such studies exist in the hotel industry. This current work investigates the potential influences of these variables on hotel industry performance. Data for this study was collected through personal questionnaires collected from 156 hotel managers and owners from German and French-speaking cantons located in Switzerland in order to examine the interrelation between innovativeness, customer orientation, entrepreneurship and service business performance dimensions (i.e., profit goal achievement, sales goal achievement and ROI achievement). The findings support aspects of prior research, but also provide some new insights by exploring customer orientation and innovativeness simultaneously and revealing how these factors impact upon the performance of the Swiss hotel industry. In the light of existing literature, limitations and future research directions are subsequently addressed. Questions: 1) Analyze with evidence on the extent to which the research findings support aspects of prior research. 2) Analyze the impact of the customer orientation, entrepreneurial orientation and innovativeness upon the performance of the Swiss hotel industry.