Influence of Entrepreneurial Marketing on Hotel Industry Performance: A Mediation Analysis

Purpose – Through marketing competence as a mediating factor, this research seeks to examine the effects of entrepreneurial marketing perspective on the financial performance of the hotel industry. Methodology – A sample of 255 hotel managers, human resource directors, and other staff members from Rajasthan, India, and the small-sized hotel industry gave data using a standardized questionnaire. The developed research hypotheses were tested using the structural equation modeling (SEM) method. Findings – As per the empirical results, entrepreneurial orientation (EO) factors significantly impact business success. The ability of the service sector to market its products partially mediates the effects of entrepreneurial orientation characteristics on hotel industry success. Originality of the research – This research was conducted with entrepreneurs of a single industry in a specific country using cross-sectional data. The existing research model may be extended with longitudinal data of other service sectors established in different nations. Moreover, new research constructs may be added to it for further investigation. The study contributes to developing nations’ entrepreneurial marketing by evaluating the significance of entrepreneurial attitude in predicting business performance in emerging economies. This study also shows how research findings of developed economies can be applied to emerging economies.