Business strategy, market orientation and sales growth in hotel industry of ancient Cities in Sri Lanka

The hotel industry is a decisive player in promoting tourism industry in any country. Incubating market centrism has received particular attention in the modern business world as a mode of reaping higher business performances. Improving the market-oriented philosophy and determining strategic orientation has become a critical management issue particularly in service driven firms. This paper attempts to determine the relationships between different types of business strategies, market orientation, and sales growth. The study was designed on the questions of whether different business strategies could influence on market orientation and then make influence on sales performances of hotels in the ancient cities in Sri Lanka. Data were collected from 43 hotels and both descriptive and inferential techniques were used to analyze the data. The results showed that the degree of market orientation differs significantly (p Tropical Agricultural Research Vol. 24 (3): 228-237 (2013)