Original scientific paper
https://doi.org/10.20867/thm.32.2.6
Market orientation and hotel performance: Exploring the mediating role of service innovation
Francis Osei
; Central University of Technology, Free State, South Africa Department of Business Management
*
Owusu Ansah Kwadwo
; PhD Candidate, Student Central University of Technology, Free State, South Africa Department of Business Management
Boadi Mercy
; Lecturer Akenten Appiah-Menka university of skills Training and Entrepreneurial Development, Ghana Department of Catering and Hospitality Education
Ernest Yiadom Boakye
; PhD Candidate, Student Central University of Technology, Free State, South Africa Department of Business Management
Collins Kankam-Kwarteng
; PhD, Senior Lecturer Kumasi Technical University, Kumasi, Ghana Department of Marketing
Beverley Wilson-Wünsch
; Professor, Senior Lecturer IU International University of Applied Sciences, Berlin, Germany Department of Hospitality, Tourism and Events Managemen
* Corresponding author.
Abstract
Purpose – This study examines the mediating role of service innovation in the relationship
between market orientation and hotel performance within Ghana’s hospitality industry, using
the resource-based view (RBV) as a theoretical foundation.
Methodology – A quantitative research approach was adopted, with data collected through a
structured survey targeting managerial staff in Ghanaian hotels. A total of 200 valid responses
were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test
the hypothesized relationships.
Findings – The results indicate that market orientation positively influences hotel performance
and that service innovation significantly m ediates t his r elationship. Hotels t hat effectively
implement market-oriented strategies and foster service innovation gain a competitive
advantage and enhance overall performance.
Originality of the Research – This study is among the first to empirically validate the mediating
role of service innovation in the market orientation–performance link within Ghana’s hotel
industry. It offers valuable insights for hotel managers on the need for continuous innovation
and contributes to the theoretical understanding of how market orientation translates into
superior performance through service innovation.
Keywords
Market Orientation, Performance, Service Innovation, Hotel Industry, Ghana
Hrčak ID:
346469
URI
Publication date:
22.4.2026.
Visits: 25 *