Abstract:
This research aimed to identify the impact of market
orientation on organisational performance in small and
medium scale tourist hotels in Southern province, Sri
Lanka. This study used a structured questionnaire to
collect data and partial least squares path modelling
(PLS) to analyse the collected data. Hypothesis on interfunctional coordination and organisational performance
was not statistically significant, whereas three
hypotheses on customer orientation, competitor
orientation, and social benefit orientation were
statistically significant. All four hypotheses indicated a
positive impact on organisational performance. It thereby
added to the existing body of literature and provided
several insights for managers in the hotel industry and
hospitality services. Since this field of inquiry is
relatively new, it also offers numerous alternatives for
further studies.
