Market Orientation of Hotels and Travel Services in China

China is unique both politically and economically. How this uniqueness impacts on firms adoption of market orientation and the impact of market orientation on business performance, however, remain unclear. This book reports a study by Dr Riliang Qu who aims to address the above knowledge void. The study employs a two-stage research strategy including interviews and a survey of 1000 hotels and travel services. The study found that government regulations restricting the firm rivalry and the shortage of competent managerial talents are among the most serious constraints to the firms development of market orientation along with such factors as inadequacy of government regulation on product quality and consumer protection. The findings suggest that in transitional like China, government actions could be a major force behind firms aspiration of being market-oriented. The study also found that the benefits of market orientation are multi-fold in that it not only improves company s business performance but also has positive effects on customer satisfaction/retention, power in distribution channel, and corporate social responsibility.