Original scientific paper
https://doi.org/10.20867/thm.31.3.6
Influence of entrepreneurial marketing on hotel industry performance: A mediation analysis
Arpita Goyal
; Dr., Assistant Professor, Sage University, Kailod Kartal, Indore-Dewas By-Pass Road, Indore, Madhya Pradesh, 452020
Smita Sucharita Mahapatra
; Dr., Professor Faculty of Hospitality and Tourism Management Siksha ‘O’ Anusandhan University Khandagiri Marg, Dharma Vihar, Jagamara, Odisha, India, PIN- 751030
Sanghamitra Dhal
; Assistant professor, Faculty of Hospitality and Tourism Management Siksha ‘O’ Anusandhan University, Bhubaneswar Khandagiri Marg, Dharma Vihar, Jagamara, Odisha, India, PIN- 751030
Uma Sankar Mishra
; Dr., Professor , Department of Management, Central University of Rajasthan, NH-8, Bandarsindari, Kishangarh, Ajmer, Rajasthan, India, PIN- 305817
*
* Corresponding author.
Abstract
Purpose – Through marketing competence as a mediating factor, this research seeks to
examine the effects of entrepreneurial marketing perspective on the financial performance of
the hotel industry.
Methodology – A sample of 255 hotel managers, human resource directors, and other
staff members from Rajasthan, India, and the small-sized hotel industry gave data using
a standardized questionnaire. The developed research hypotheses were tested using the
structural equation modeling (SEM) method.
Findings – As per the empirical results, entrepreneurial orientation (EO) factors significantly
impact business success. The ability of the service sector to market its products partially
mediates the effects of entrepreneurial orientation characteristics on hotel industry success.
Originality of the research – This research was conducted with entrepreneurs of a single industry
in a specific country using cross-sectional data. The existing research model may be extended
with longitudinal data of other service sectors established in different nations. Moreover,
new research constructs may be added to it for further investigation. The study contributes to
developing nations’ entrepreneurial marketing by evaluating the significance of entrepreneurial
attitude in predicting business performance in emerging economies. This study also shows how
research findings of developed economies can be applied to emerging economies.
Keywords
Hrčak ID:
334788
URI
Publication date:
29.8.2025.
Visits: 195 *