ENTREPRENEURIAL ORIENTATION ON MARKETING PERFORMANCE OF HOTELS IN NIGERIA

Abstract

This study was carried out primarily to investigate the effect of entrepreneurial orientation on marketing performance of hotels in Nigeria.  The objective of the study was to ascertain the effect of hotels’ Competitive Aggressiveness by hotels’ employees on marketing performance. Descriptive survey research design was adopted for the study. The population of study was 1460 owners/seniour employees of hotel organizations, with a sample size of 314 determined using Yaro Yameni formula for sample size determination from a finite population. Both primary data and secondary data were utilized in the study. Primary data were collected a well structured questionnaire and administered to the owners/seniour employees of hotel organizations in Port Harcourt, Rivers State, Nigeria. The questionnaire was validated through face, content, convergent and discriminant validity. The internal consistency of the instrument was excellent (.997) using Chronbach Alpha. Statistical tools for data analyses was Spearman rank Correlation. Major findings show that autonomy of entrepreneurial orientation had positive significant relationship with marketing performance. It was recommended that owners/managers of hotels should adopt competitive aggressiveness as a strategic entrepreneurial tool hence it is a major contributor to marketing performance.