호텔기업의 시장지향성이 경영전략과 경영성과에 미치는 영향

The Effect of Hotel company‘s Market-Orientation on Management Strategy and Management Performance: Focused on The Five-Star Hotels in Seoul.

The purpose of this study was to verify the relationship among market orientation, management strategy and management performance. Research model and hypothesis were established through the literature review and the survey were conducted from January 20 through February 10, 2020, and 5 Star hotels in Seoul and 309 questionnaire were used for empirical analysis. The data was analyzed by descriptive analysis and multiple regression analysis using SPSS 22. Exploratory factor analyses and reliability analysis were adopted to identify the underlying dimensions of market orientation, management strategy and performance management. The reliability analysis was used of the questionnaire and the Cronbach’s Alpha coefficient were .851(market orientation), .911(management strategy), and .923(management performance). As a result of the hypothesis verification, the relationship among market orientation, management strategy and management performance was verified, and market orientation were found to have significant influence on management strategy and management performance. Hence hotel CEOs are recommended to increase marketing capability through emphasizing market orientation and hence accomplish management performance. Future studies need to explore the methodology about how to implement and increase market orientation as well as the marketing capability, and hence accomplish sustainable management performance.