| dc.description.abstract | The hotel industry is regarded as among the crucial economic drivers for both developed and
non-developed Nations. The industry contributes to economic growth by creating wealth,
innovation and employment opportunities. However, the nature of strategic orientation that
hotels use in their daily operations has been one of the reasons many hotels end up closing within
the first three operation years. This research determined the influence of strategic orientation on
hotel efficiency. The study's goals were to look into how entrepreneurial orientation influences
hotel performance, business orientation on hotel performance, technology effects on hotel
performance, and consumer orientation on hotel performance in Mombasa County. The
descriptive survey design was used in the study to respond to the survey queries that require reallife contextual understandings and the theories used in this study included the firm’s
performance theory and resource-based theory. The target population was the hotels from the
hospitality industry in Mombasa County. The target populations were the eight (8) classified
beach hotels in Mombasa County and comprised five of five (5) respondents from each of the
eight (8) classified beach hotels in Mombasa County, Chief Executive Officer, an operation
manager, relationship manager, information technology manager and a strategic manager
(Langat, 2018). According to the findings, the performance of beach hotels in Mombasa County
is influenced by customer orientation, marketing orientation, entrepreneurial orientation, and
marketing orientation, technology orientation. The highest correlation coefficient between the
results of beach hotels (r=.874**, P.05) is entrepreneurial orientation. Strategic orientation
(Entrepreneurship orientation, Marketing orientation, Technology orientation, and Customer
orientation) has a positive and important impact on beach hotel success in Mombasa County
(r=0.948**, p.05). A linear regression model results showed that strategic orientation
(Entrepreneurial orientation, Marketing orientation, Technology orientation and Customer
orientation) explained 89.9% of the variations in the performance of hotels (R2=0.899). A
positive and important relationship between strategic orientation and performance of beach
hotels in Mombasa County was verified through multiple linear regressions. The performance of
beach hotels in Mombasa County is influenced most by entrepreneurial orientation, while the
performance of hotels in Mombasa County is influenced least by technological orientation. The
study recommended that key leaders especially CEOs in beach hotels should focus more on the
implementation of strategies that enhance entrepreneurial orientation. The study results indicated
that the respondents agreed that the influence of entrepreneurship orientation on hotel
performance was real. This study therefore recommends that the marketing officers give close
attention to after-sales service as this has proved vital in enhancing the hotels’ performance. | en_US |
