DEVELOPMENT AND VALIDATION OF THE SCALE FOR MEASURING DIGITAL MARKETING ORIENTATION IN THE HOTEL INDUSTRY
Keywords:Digital marketing orientation, e-marketing orientation, market orientation, hotel industry, scale development, tourism
Purpose: This paper aims to develop and validate the scale for measuring digital marketing orientation (DMO) in the hotel industry.
Methodology: The robust exploratory and confirmatory factor analysis procedure is applied to a data set collected through an online survey of 164 hotels in Bosnia and Herzegovina, Croatia, Serbia, and Montenegro.
Results: Digital marketing orientation has been conceptualized, and a scale has been developed to measure this construct. The scale consists of 15 items in three defined dimensions (subscales): Strategic emphasis, Digital intelligence generation, and Planning and resource provisioning.
Conclusion: Using the developed digital marketing orientation (DMO) scale, hotel managers can conduct a DMO audit similar to conducting a market orientation audit to determine in which areas it is necessary to improve market orientation in the online environment. Academics may use the DMO scale to investigate its antecedents and the influence of other factors on DMO and/or the influence of DMO on other factors. This is the first study, to the author’s knowledge, that developed and validated a measurement scale for digital marketing orientation in the hotel industry.
How to Cite
Copyright (c) 2021 Ekonomski vjesnik/Econviews - Review of Contemporary Business, Entrepreneurship and Economic Issues
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Upon acceptance of an article for publication in Ekonomski Vjesnik / Econviews – Review of Contemporary Entrepreneurship, Business, and Economic Issues, authors will be asked to complete a copyright agreement. Contributing authors automatically waive their copyright in favour of the journal. The journal reserves copyright of all papers published in it. The authors will receive a complimentary copy of the issue containing their article.
EKONOMSKI VJESNIK / ECONVIEWS - Review of contemporary business, entrepreneurship and economic issues requires the users to provide attribution to the place of original publication, prohibits commercial use of the work, and permits reuse of the work provided it has not been modified.