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The purpose of this paper is to examine whether there is a relationship between customer orientation and successful hotel business performance. An empirical study was conducted by examining the marketing management of hotel companies in Primorje-Gorski Kotar County and Istria County. The study found that there is a statistically significant relationship between customer orientation and hotel business performance. The results of the research can be used in practice by the marketing management of hotel companies to determine long-term directions of action. In order to take into account, the wants and needs of the guest and to achieve a competitive advantage, the implementation of customer orientation should be a fundamental postulate in the future business operations of all providers of the hotel offering.

IMPLEMENTATION OF CUSTOMER ORIENTATION IN THE HOSPITALITY INDUSTRY: IMPLICATIONS FOR BUSINESS PERFORMANCE