The Relationship between Market Orientation, Innovation Orientation and Firm Performance: A Research in Four and Five Star Hotels in Ankara

Abstract

In this study, relationships between market orientation, innovation orientation and firm performance were researched. As samples, four and five star hotel enterprises in Ankara were selected. Research data were obtained from senior managers of 40 hotel enterprises by using questionnaire technique. According to findings, it was detected that market orientation and innovation orientation have significant and positive oriented relations with firm performance. A significant and positive oriented relation was also identified between market orientation and innovation orientation. However, it was identified that hotel enterprises consider themselves as more innovation oriented while chain hotels do as more market oriented.