Abstract:

Market orientation is considered as the implementation of marketing philosophy. From managerial perspective, market orientation has three dimensions: 1) market intelligence, 2) dissemination of intelligence, and 3) responsiveness. In order to determine market orientation level of hotel companies and relationship between market orientation and performance of hotels, a survey research was conducted at four and five star hotels operating in Turkey in 2002. The original MARKOR (market orientation) scale was suggested by Kohli and Jaworski (1990), but in the survey, improved version of MARKOR scale developed by Matsuno, Mentzer and Rentz (2000) was used. The improved version having been translated into Turkish was adapted to hotel business. At the end of the research, it is found that market orientation of hotels is statistically different with respect to the type of management (chain, group and independent) and star of the hotel (four and five). Furthermore, statistically significant positive relationship between market orientation and performance of the hotels was determined.

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