Abstract:

The widespread decline in hotel performance after Covid-19 requires various strategic programs to restore performance. The hotel industry is a business greatly influenced by market orientation, marketing strategy, and service innovation. Therefore, this study aims to analyse how market orientation, marketing strategy, and service innovation contribute to hotel performance. This study involved 145 General Managers and Heads of Departments at star hotels in Balikpapan City, Indonesia. The study results reveal that hotel performance is significantly predicted by market orientation and marketing strategy. Meanwhile, service innovation did not significantly impact improving hotel performance. Apart from that, service innovation was not proven to moderate the effect of market orientation or marketing strategy on hotel performance in Balikpapan. The results of this study are significant for hotel practitioners to determine procedures for improving hotel performance after COVID-19, especially strategies to improve hotel performance by optimizing market orientation, marketing strategy, and service innovation

Description:

hotel performance, market orientation, marketing strategy, covid-19