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Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi

The purpose of the study is to investigate the underlying components of market orientation practices and their effect on the Small and Medium Hotels (SMHs) performances on tourist destination island of Langkawi. Fifty SMHs were randomly selected from a sampling frame of a list of SMHs registered wit...

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Main Authors: Abdul Aziz Ab Latif, Ismail Omar, Hamzah Omar
Format: Non-Indexed Article
Published: 2007
Online Access:http://discol.umk.edu.my/id/eprint/7689/
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spelling my.umk.eprints.76892022-05-23T10:21:45Z http://discol.umk.edu.my/id/eprint/7689/ Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi Abdul Aziz Ab Latif Ismail Omar Hamzah Omar The purpose of the study is to investigate the underlying components of market orientation practices and their effect on the Small and Medium Hotels (SMHs) performances on tourist destination island of Langkawi. Fifty SMHs were randomly selected from a sampling frame of a list of SMHs registered with Malaysian Tourism Board. For data collection purposes, structured questionnaires were personally delivered and collected. Rotated component matrix factor analysis of the data extracted four underlying factors that explain seventy nine point four six percent of the total variances and alpha reliability coefficient of ninety eight percent. Those components were named as customer orientation, interfunctional orientation, service orientation, and competitor orientation. One sample Kolmogorov‐Smirnov Test indicates that SMHs in Langkawi practices market orientation in their operations and businesses. However, the finding of the study showed that their performances in 1998 was lower than 1997. We believe that this outcome is due to the effect of national and regional economic downturn in 1998. 2007 Non-Indexed Article NonPeerReviewed Abdul Aziz Ab Latif and Ismail Omar and Hamzah Omar (2007) Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi. Asia Pacific Journal of Tourism Research, 6 (2). pp. 33-39. ISSN 1741-6507
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description The purpose of the study is to investigate the underlying components of market orientation practices and their effect on the Small and Medium Hotels (SMHs) performances on tourist destination island of Langkawi. Fifty SMHs were randomly selected from a sampling frame of a list of SMHs registered with Malaysian Tourism Board. For data collection purposes, structured questionnaires were personally delivered and collected. Rotated component matrix factor analysis of the data extracted four underlying factors that explain seventy nine point four six percent of the total variances and alpha reliability coefficient of ninety eight percent. Those components were named as customer orientation, interfunctional orientation, service orientation, and competitor orientation. One sample Kolmogorov‐Smirnov Test indicates that SMHs in Langkawi practices market orientation in their operations and businesses. However, the finding of the study showed that their performances in 1998 was lower than 1997. We believe that this outcome is due to the effect of national and regional economic downturn in 1998.
format Non-Indexed Article
author Abdul Aziz Ab Latif
Ismail Omar
Hamzah Omar
spellingShingle Abdul Aziz Ab Latif
Ismail Omar
Hamzah Omar
Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
author_facet Abdul Aziz Ab Latif
Ismail Omar
Hamzah Omar
author_sort Abdul Aziz Ab Latif
title Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
title_short Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
title_full Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
title_fullStr Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
title_full_unstemmed Market orientation practices among small and medium hotels (SMHS) in tourist destination island of Langkawi
title_sort market orientation practices among small and medium hotels (smhs) in tourist destination island of langkawi
publishDate 2007
url http://discol.umk.edu.my/id/eprint/7689/
_version_ 1763303877045649408
score 13.211869

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