Marketing Effectiveness and Business Performance in the Hotel Industry

The purpose of this empirical study was to examine the link between effective marketing practices and business performance in the hotel industry. Based on a multi-item construct of marketing effectiveness, data were generated from 76 hotel firms. The impact of different dimensions of marketing effectiveness upon finance based and customer focused performance indicators were investigated. Our results suggest that organisational variables such as customer philosophy, marketing information and integrated marketing organisation are generally, significantly and positively associated with four business performance measures. Research and managerial implications of the findings are presented along with future research directions.