Presenting a Business Performance Evaluation Model for Isfahan Tourist Hotels Based on Innovative Culture: The Mediating Role of Market Orientation and Internal Marketing

Document Type : Research Paper

Authors

1 Tourism Research Center, Department of Geography, Najafabad Branch, Islamic Azad University, Najafabad, Iran

2 Ph.D. student in Marketing Business Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

3 Master of executive management, Najafabad Branch, Islamic Azad University, Najafabad, Iran

10.22080/jtpd.2023.24660.3759

Abstract

Context and Purpose: Recognizing the commercial performance of hotels is the main goal of this research. In order to continue to compete in today's hotels must create a strong culture of innovation and stimulate participation in innovative behavior in order to meet the demand for instability and the complexity of the environment.
Design/methodology/approach: This study was conducted to "present a model for evaluating the commercial performance of hotels based on innovative culture with the mediating role of market orientation. In terms of method, it is a descriptive-survey correlation with the nature of the application and in terms of cross-sectional time. The statistical population includes all Isfahan hotels, which were selected as a sample of 45 hotels. The measurement tool was a questionnaire calculated from the content method to measure validity and Cronbach's alpha was calculated to determine its reliability.
Findings: The results showed that in Isfahan tourist hotels, innovative culture has an effect on market orientation and internal marketing; Innovative culture, market orientation, and internal marketing affect business performance. Also, market orientation and internal marketing play a fully mediating role in the relationship between innovative culture and business performance.
Conclusion: The low share of the hotel industry can be provided through service innovation, which is one of the main elements that can increase business performance in the hotel industry.
Originality/value: For the first time, this research has included innovative culture as a mediating variable in evaluating the performance of tourist hotels in Isfahan city.

Keywords

Main Subjects


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