Investigating market orientation and positioning in Ghana‟s hotel sector

Dublin Core

Title

Investigating market orientation and positioning in Ghana‟s hotel sector

Creator

Robert Ebo Hinson

Description

Market orientation and positioning are strategies linked to hotel performance. This study report‘s on the joint effect of market
orientation and positioning on hotel performance. A survey of 110 star rated hotels in Ghana was used. A total of 225
questionnaires were received but 210 were used for the analyses. Exploratory factor analysis and hierarchical regression were
used. All hypotheses were accepted. This study extends Blankson et al. (2013)‘s work and also provide hotel managers with
ways to enhance their performance via market orientation and positioning.
Keywords: Market Orientation, Positioning, hotel, Ghana, Performance

Publisher

4
th International Conference on Contemporary Marketing Issues (

Source

https://www.researchgate.net/profile/Lambros-Sdrolias/publication/311714563_Exploring_charterers'_buying_criteria_for_ship_transportation_services_Empirical_evidence_from_Greek_tanker_management_firms/links/5b0db87b0f7e9b1ed7011fe5/Exploring-charterers-buying-criteria-for-ship-transportation-services-Empirical-evidence-from-Greek-tanker-management-firms.pdf#page=442

Language

English