Market orientation has been identified as a critical success factor for business
performance. However, this relationship has not been adequately investigated
in the hotel industry especially in Nigeria. Consequently, the purpose of this
study is to investigate the impact of market orientation practices on performance
of selected hotels in Akure, Ondo State, Nigeria. The study further investigates
if the age or size of a hotel influences market orientation practices.
To achieve the objectives of the study, a cross-sectional research design was
adopted. Data was collected with the aid of questionnaire from 68 hotels. The
findings indicate that market orientation has impact on the performance of
hotels. It was also found that the size of a hotel has no influence on market
orientation practices but it is influenced by the age of the hotel. Therefore, the
study provides new insights into the understanding of market orientation
practices in the hotel industry.
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