MONTENEGRIN JOURNAL OF ECONOMICS, cilt.15, sa.3, ss.53-70, 2019 (ESCI)
This article aims to develop a model that illustrates the relationsh between the traits of Strategic Orientation (SO), Market Orientat (MO), and business performance in the context of hotel busine Using Structural Equation Modeling (SEM) this study investiga the relationship among strategic orientation, market orientat and business performance, simultaneously. Structured quest naires were handed out to a total of 189 participants from 5 sta hotels; 183 were returned. The results of the SEM showed that had a significant positive effect on MO, and MO also had a sig cant positive effect on HP (Hotel Performance), whereas the eff of SO on HP was a non-significant effect. Using informants only fr hotels limits the generalizability of results to the firms in the serv sector or to that in non-service sector. cross-sectional design will employed in order to derive appropriate conclusions about dir and indirect effects of variables, and because this approach dresses the relationships irrespective of its temporal nature. T study contributes to the literatures of strategic management a marketing through filling the gap in strategic orientation and mar orientation relationship research and to the strategic orientat research through explaining the direct effect of strategic orientat on hotel performance.