The Moderating Effect of Organizational Culture between Proactive Market Orientation and Hotel Business Performance in Thailand

Sittichai Nuansate¹, Sany Sanuri Mohd Mokhtar^2
(1. Othman Yeop Abdullah (OYA), Graduate School of Business Management, University Utara Malaysia (UUM), Malaysia
2. College of Business (COB), University Utara Malaysia, 06010 Sintok, Kedah, Malaysia)

Abstract: The purpose of this study is to examine the relationship between Proactive Market Orientation and Business Performance of large size hotels in Thailand. With some impact caused as a moderating effect by Organizational Culture. Hypothesis respecting the relationship between Proactive Market Orientation and Business Performance with impact by Organizational Culture will set and test. Data collection uses a mail questionnaire survey approach. This study employ a simple random sampling procedure in selection the large size hotels for inclusion in the sample. A total of 310 director of marketing in large size hotels in Thailand will be participates in this study. Factor Analysis, Correlation analysis, Linear and Hierarchical Regression methods of data analysis will use for hypotheses testing. The research result will provide the in depth knowledge on the nature of proactive market orientation practices in large size hotels in Thailand as well as the moderating effect of the organizational culture towards business performance. This study, hence, will be widely beneficial for hotel executives, business operators, the Thai government, and the academic.

Key words: proactive market orientation; business performance; large size hotels; Thailand

JEL code: M31