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Research Articles

Business strategy, market orientation and sales growth in hotel industry of ancient Cities in Sri Lanka

Authors:

A.A.K.K. Jayawardhana ,

University of Peradeniya, LK
About A.A.K.K.
Postgraduate Institute of Agriculture
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S. De Silva,

University of Peradeniya, LK
About S.
Department of Agricultural Extension, Faculty of Agriculture
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A.M.T.P. Athauda

Wayamba University of Sri Lanka, LK
About A.M.T.P.
Department of Agribusiness Management, Faculty of Agriculture and Plantation Management

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Abstract

The hotel industry is a decisive player in promoting tourism industry in any country. Incubating market centrism has received particular attention in the modern business world as a mode of reaping higher business performances. Improving the market-oriented philosophy and determining strategic orientation has become a critical management issue particularly in service driven firms. This paper attempts to determine the relationships between different types of business strategies, market orientation, and sales growth. The study was designed on the questions of whether different business strategies could influence on market orientation and then make influence on sales performances of hotels in the ancient cities in Sri Lanka. Data were collected from 43 hotels and both descriptive and inferential techniques were used to analyze the data. The results showed that the degree of market orientation differs significantly (p<0.05) based on the business strategy of hotels and also market orientation has a significant positive relationship with sales performances. The majority of hotels’ business strategy was to offer services at lower prices, which raises the question of the long-term sustainability of the industry. The study strongly suggests that the hotels should have a bold strategic move from offering low cost services to offering innovative services ahead of competitors and also maintain a higher degree of market orientation, through customer orientation, competitor orientation and interfunctional coordination.

Tropical Agricultural Research Vol. 24 (3): 228-237 (2013)

How to Cite: Jayawardhana, A.A.K.K., Silva, S.D. & Athauda, A.M.T.P., (2015). Business strategy, market orientation and sales growth in hotel industry of ancient Cities in Sri Lanka. Tropical Agricultural Research. 24(3), pp.228–237. DOI: http://doi.org/10.4038/tar.v24i3.8008
Published on 20 Aug 2015.
Peer Reviewed

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