Improving business performance of hotel and tourist enterprises based on market orientation

Abstract

The research aims at evaluating the level of management following market orientation of enterprises in Hotel and Tourist industry at Ho Chi Minh city. This is also to determine the impact of factors in market orientation on business performance of these enterprises. The results from factor analysis and multi-variables regression model based on sample of 183 surveyed enterprises have shown that the most important factor is the “Responsiveness”which has strong impact on business performance. Besides, the enterprises should also concern on the other factors such as “customer orientation”, “competitor orientation”, “multifunctional coordination”, and “profit control”.