نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری مدیریت گردشگری، دانشکده علوم گردشگری، دانشگاه علم و فرهنگ، تهران، ایران؛
2 استاد، دانشکده مدیریت و حسابداری دانشگاه علامه طباطبائی، تهران، ایران؛
عنوان مقاله [English]
- The aim of this study is "analysis of market orientation in Tehran's 4 and 5 star hotels". First, the primary conceptual model of the research in five dimensions of customer orientation, competitor orientation, harmony and coherence between units, technology and information systems and long-term focus was developed through the study of literature review and surveys. In order to achieve this aim some hypotheses were formulated and t-test was used to analyze each of the first main hypothesis and particular hypotheses of 1-1 to 1-5. ANOVA test was used to analyze the second main hypothesis. The result showed that the market orientation and its three dimensions : competitor orientation, harmony and coherence between units, technology and information systems aren't established in hotels and only customer orientation and long-term focus are established. Also, rejection of the second main hypothesis showed no significant difference between customer orientation and long-term focus. In the end, some proposals were presented for promotion of market orientation in hotels.