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Market orientation and hotel performance: Exploring the mediating role of service innovation

Francis OSEI et al.

Tourism and Hospitality Management2026https://doi.org/10.20867/thm.32.2.6article
ABDC C
Weight
0.50

What the paper says

Purpose – This study examines the mediating role of service innovation in the relationship between market orientation and hotel performance within Ghana’s hospitality industry, using the resource-based view (RBV) as a theoretical foundation. Methodology – A quantitative research approach was adopted, with data collected through a structured survey targeting managerial staff in Ghanaian hotels. A total of 200 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the hypothesized relationships. Findings – The results indicate that market orientation positively influences hotel performance and that service innovation significantly m ediates t his r elationship. Hotels t hat effectively implement market-oriented strategies and foster service innovation gain a competitive advantage and enhance overall performance. Originality of the Research – This study is among the first to empirically validate the mediating role of service innovation in the market orientation–performance link within Ghana’s hotel industry. It offers valuable insights for hotel managers on the need for continuous innovation and contributes to the theoretical understanding of how market orientation translates into superior performance through service innovation.

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https://doi.org/https://doi.org/10.20867/thm.32.2.6

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@article{francis2026,
  title        = {{Market orientation and hotel performance: Exploring the mediating role of service innovation}},
  author       = {Francis OSEI et al.},
  journal      = {Tourism and Hospitality Management},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.20867/thm.32.2.6},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.