Learning strategic orientation and sustained competitive advantage in four- and five-star hotels in Kenya

Abstract

Four- and five-star hotels face intense competition from lower-rated hotels, international chains and the more recent vacation home rentals, often threatening their competitive advantage. This study explored the influence of learning strategic orientation on sustained competitive advantage in four- and five-starhotels in Kenya.The target population was 640 senior hotel managers from 80 four-and five-star hotels and a five-point Likert scale survey instrument which was completed by 247 respondents.Data was analyzed using Structural Equation Modelling and the analysis indicated that learning strategic orientation had a positive and significant influence (p<0.05) on sustained competitive advantage in four- and five-star hotels in Kenya. The study recommends considering training as an investment and budgeting resources for continuous staff training. Hotel management should share the organizational vision across all levels and constantly share information about competitors. Policymakers should support hospitality institutions, training of interns and exposure of local hoteliers to the international market.