Hospitality and Marketing: Marketing Orientation and Performance of the Hotels in the Tourist Destination Costa Verde e Mar (SC)

Abstract

The study purposes to analyze the relationship between the market orientation level and the performance of the hotels in the Costa Verde e Mar {[}Santa Catarina, Brazil] tourist destination, according to the internal perspective and customer ratings through an Online Travel Reviews {[}OTR]. The investigated population comprised the hotels present in the region that had at least 50 evaluations in respective OTR. The filter led to the identification of 96 hotels, from which was obtained 62 responses. The Markor Market Guidance Scale proposed by Kohli, Jaworski and Kumar (1993) was used to collect data, including performance measurement variables in hotel industry, as well as the final evaluation attributed by the guests performed through Of OTR. Correlations were found between the level of market orientation and organizational performance, such as between the level of OPM and the average of the scores recorded in the OTR. Results indicate that in a linear positive and moderate manner, hotels with best evaluation in the OTR, as well as those with the best organizational performance indexes, were those with the highest levels of market orientation, according to proposed model.