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
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 (
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